Else Beekman
A recent study by the Real Instituto Elcano sheds light on how Madrid is perceived internationally. Unlike other major cities with strong individual identities, the perception of foreigners of Madrid’s image remains largely intertwined with Spain as a whole and well-known stereotypes of football, warm weather and flamenco.
While this connection reinforces its appeal as a cultural and tourist destination, it also limits its ability to stand out as a unique urban brand. Beyond the aforementioned stereotypes, what do foreigners associate with Madrid? More importantly, does this perception align with reality?
Madrid: Spain’s capital and a football powerhouse
The study found that global perceptions of Madrid are strongly linked to Spain. The most commonly associated terms include “Spain,” “football,” “bullfighting,” and “food.” Notably, Real Madrid is the only city-specific reference that consistently emerges. Despite Madrid’s role as a political, economic, and cultural hub, its image remains overshadowed by national stereotypes.
For those who have visited Madrid, the perception is more nuanced. Visitors highlight its museums, like Prado, Thyssen Bornemisza, and Reina Sofia, its vibrant and never-ending nightlife, and gastronomy. However, those unfamiliar with the city often struggle to identify unique characteristics beyond the general Spanish image.
Strengths of Madrid’s global image
Madrid excels in social and cultural aspects, including arts, nightlife, and quality of life. The city’s image as a dynamic and welcoming destination is strong, supported by its renowned museums, entertainment scene, and high standard of living. However, Madrid is less recognised for economic power, technological innovation, and business opportunities.
At the same time, the city performs well in livability, transport, and urban vibrancy. It boasts one of the highest life expectancies in Europe (85.4 years), a high level of safety, and an excellent quality of life, making it an attractive destination for digital nomads and global talent. However, affordable housing remains a challenge.
Madrid’s transport system is another strength, excelling in coverage, affordability, and environmental sustainability. Still, mobility issues in the metropolitan outskirts and the limited use of bicycles as a primary mode of transport highlight areas for improvement.
The city’s vibrancy is reflected in its rich cultural, gastronomic, and entertainment offerings, making it a top destination for both urban tourism and business events. Home to five of the world’s 100 most visited museums and recognised as a leading global meeting destination, Madrid continues to attract visitors. However, this dynamism is concentrated mainly in the city centre, with peripheral areas benefiting less.
Madrid falls behind in economic and innovation metrics
According to the Global Power City Index (GPCI), Madrid ranks well in cultural interaction. However, the capital falls behind in economic and innovation metrics. This reflects both perception and reality—while Madrid offers a rich cultural scene, it is not as well-known globally as a business or tech hub.
Madrid’s potential for growth
Although Madrid’s global image does not fully reflect its strengths, this gap presents an opportunity. The city’s reputation as a cultural and social hub is well established, but increasing recognition in business, technology, and sustainability could elevate its status.
Recent achievements, such as Madrid’s inclusion in the EU’s “Climate-Neutral and Smart Cities” program and recognition as a “Tree City of the World” by the United Nations highlight progress in environmental and urban development. To achieve the “Tree City of the World” distinction, Madrid had to meet five key standards. Having a dedicated tree management structure, maintaining an official tree census, allocating financial resources for urban trees, organising annual events to raise awareness about the importance of greenery, and revalidating these standards every year to maintain the recognition. Enhancing these aspects of Madrid’s brand could help reposition the city internationally.
Also read: 5 Curious places in the Spanish capital of Madrid