In the campaign we have generated exclusive content, specifically photos of looks on the street, 360o hotspots of the most attractive places in Madrid, infographics with different routes and tricks for travelers as well as the generation of GIFs and images in high definition of the most unique points of Madrid giving special importance to those UGC content (content generated by the users themselves.)

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New and old artisans from Madrid

The map of old Madrid can be drawn through the trades that have given their name to its streets. Latoneros, Cuchilleros, Tanners or Embroiderers are just some examples. But craftsmanship is not something of the past: in the last decade a new generation is claiming the value of handmade products and tailors, basketries or potteries have been opened that follow the latest trends in fashion.

The route "Shopping: new and old artisans of Madrid" collects these shops in a brochure that runs through Lavapiés, the Barrio de Las Letras, Chueca, Las Salesas, Malasaña, Conde Duque, La Latina and the neighborhood of Los Austrias. Dozens of new workshops that coexist with shops that have also been manufacturers for more than a century.

Within this renovation of Madrid's centenary shops, La Pajarita chocolate has celebrated its century and a half of history with novelties such as its online store and the vintage pop up kiosk that has been located outside the Las Rozas Village shopping center.

Madrid, one of the best destinations in 2023

"Madrid kicks off a worldwide tribute to Picasso in a place that is a masterpiece in itself. The city's art is not only inside its museums, but also outside them: Madrid's cultural core is an urban masterpiece of art, nature and light, and in 2021, the entire area of Paseo del Prado and Buen Retiro Park, dubbed Paisaje de la Luz, was designated a UNESCO World Heritage Site."

We read it in the New York Times

The Picasso Year floods the museums of Madrid

2023 marks the 50th anniversary of the death of Pablo Picasso and the great museums of Madrid have scheduled unique exhibitions. The Prado Museum presents "Picasso-El Greco" (from June to September) where his works are interspersed and La casa de Velázquez program "Picasso vs Velázquez" (September to November) that recreates the summer of 1957, in which Picasso painted 58 paintings inspired by Las Meninas.

At the Museo Reina Sofía of contemporary art, whose most emblematic work is the artist's Guernica, the exhibition "Picasso 1906: The Great Transformation" (from November 2023 to March 2024) investigates his contribution to the birth of modern art. The Thyssen-Bornemisza National Museum presents "Picasso. The sacred and the profane", which addresses his vision of history, religion and myths.

Also the Fernán Gómez Centro Cultural de la Villa exhibits the daily photographs of Picasso taken by his friend Lucien Clergue (from April to June) and the Casa Encendida makes a new reading of the final 10 years of the painter in "The Last Picasso" (from May to September).

For its part, Space 5.1 of the IFEMA fairground has until April the immersive exhibition "Imagine Picasso", which allows you to enter more than 200 of his paintings. The anniversary is also a good time to approach the picturesque walled town of Buitrago de Lozoya and get to know the Picasso Museum, with the more than 60 works that the painter gave to his barber, born in Buitrago.

6,000,000 tourists in 2022

The 2.2 million tourists who visited the Community of Madrid in 2021 became 6 million in 2022. Much of Madrid's tourism success has to do with the tourism chosen by the region during the summer months, with data such as July 2022, when the Community of Madrid was the first autonomy, along with the Canary Islands, to recover the international demand for tourists in the middle of summer, despite not being a sun and beach destination. The United States (USA), France and Mexico have led international tourism in the region with markets that have grown strongly, such as the Netherlands, with 110% more. Another as relevant as France has increased by 3.7% more, while from Mexico they have landed 22% more visitors.

Spending by international tourists also rebounded, reaching 8,845 million euros in the first 11 months of 2022. The recovery compared to 2019 is more than 90% and is expected to reach 9,200 million at the end of the year.