Everything is in Madrid evolves: more content, technology and experiences to discover the city
2026/02/06
Madrid is not just for living: now you can also navigate it. And you can do so from Todo Está en Madrid (Everything Is in Madrid) , the municipal platform that has evolved into a true urban compass, connecting culture, commerce, leisure, and technology in real time. What began as a guide to discovering establishments is now a digital ecosystem that translates the city's energy into a personalized experience accessible from any screen.
Presented at FITUR 2026, the new features mark a turning point. Everything Is in Madrid is no longer just a showcase, but a dynamic platform that recommends, connects, and anticipates. It's a tool designed for everyone from those who have just landed at Barajas Airport to those who know the city like the back of their hand… but want to discover it even further.
A planner that understands the way you move
One of the biggest new features is its smart cultural and leisure agenda. Thanks to geolocation, users can discover what's happening around them—exhibitions, concerts, markets, activities—and link each event to nearby restaurants, shops, and accommodations. All in a single digital tour.
Furthermore, the platform allows for ticket and reservation management, suggests future plans, and generates dynamic recommendations based on time and location. Madrid ceases to be infinite and becomes precise.
Routes that tell stories
Exploring the city now also means following stories. Everything Is in Madrid reinforces its commitment to themed routes and in-depth content, organized around the key pillars of local commerce: municipal markets, shopping districts, fashion and crafts, gastronomy, and street vendors.
These routes are complemented by editorial sections dedicated to distinctly Madrid-centric worlds—such as century-old shops or street markets—that combine practical information, cultural context, and suggestions for exploring the city with fresh eyes. Tradition and trend, on the same map.
Local businesses, more visible than ever
Integrating an e-commerce aggregator represents another major leap forward. Participating businesses can directly link their online stores, activate digital promotions, and offer coupons and tickets that are updated in real time and saved to Google Wallet or Apple Wallet.
In addition, it incorporates proprietary artificial intelligence, personalized notification services, and a revamped technological infrastructure that improves performance and data collection. All of this is designed to help small businesses gain visibility without losing their identity.
QR codes as a gateway to the city
Scattered throughout markets, shop windows, kiosks, and bus shelters, QR codes have become one of the platform's main drivers. Scanning them provides direct access to information about the surrounding area: what to eat, where to shop, what to visit, or what event best suits that time of day.
More than half of the current traffic to Todo Está en Madrid arrives through these physical points, demonstrating that the digital and the urban do not compete: they complement each other.
A platform that keeps growing
With over 15,900 participating businesses, a presence in seven languages, and more than six million accumulated views, Todo Está en Madrid is experiencing a period of constant expansion. The increase in average usage time and the upcoming integration with Google My Business reinforce its role as a strategic partner for local businesses and an essential guide for users.
Madrid changes every day. Everything is in Madrid too. And in that constant movement lies its greatest strength: making the city easier to enjoy, without ever losing its character.