Foreign tourists over 25 years old are driving forces behind nightlife in Madrid, with an average spending of 120 euros per night.
2025/07/02
The Association of Leisure and Entertainment Entrepreneurs of the Community of Madrid, Noche Madrid , has presented the results of the Study on the perception of Madrid's nightlife by foreign tourists, a study that highlights the impact of international adult tourism on the capital's nightlife. The report, supported by the Department of Economy, Innovation and Finance of the Madrid City Council, highlights that tourists over 25 years of age are the main protagonists of nightlife , with an average of 1.5 nights of entertainment during their stay and an average spend of 120 euros per night .
A more mature tourist profile with greater purchasing power
The study reveals that 47.37% of international tourists over 25 years of age leave Madrid one or more times during their stay , which lasts an average of 2.5 days. These visitors generate a significant economic impact: they spend 68.4% of total nightlife , which amounts to €272 million annually .
This type of tourist values higher-quality and more sophisticated experiences. 80.4% prioritize live shows, 76.6% emphasize cocktails, and 62% prefer exclusive venues such as private rooms. Furthermore, 27.88% prefer premium brands , which represents a shift from younger generations, who spend less and opt for other types of venues and experiences.
New habits: from afternoon outings to clubbing, with varied musical preferences
Although nighttime remains the favorite time to go out ( 85% of those over 25 ), the phenomenon of late-night dining is gaining ground among this type of tourist. 72.2% of adult visitors value this time slot positively, compared to 61% of younger visitors. This time-span diversification boosts consumption across different parts of the day and boosts the nightlife sector beyond midnight.
As for music, reggaeton and urban music dominate overall tastes (57.2%) . However, preferences vary by age: those over 25 prefer electronic music (23.08%) , while those under 25 prefer mainstream music (26.54%) . This variety allows venues to tailor their musical offerings, fostering a targeted offering that improves the visitor experience and contributes to customer loyalty.
Social media and word of mouth: the keys to discovering Madrid's nightlife.
The study also analyzes the channels through which tourists discover Madrid's nightlife. Social media is the primary medium (39% among those over 25) , followed by personal recommendations. This combination of digital and experiential options strengthens the city's image as the European capital of nightlife tourism , allowing its visitors' experiences to go viral and multiply their reach globally.
Madrid, at the center of experiential and urban tourism
In 2024, Madrid welcomed a total of 11.19 million visitors , of whom 6.27 million were foreigners . According to data from the INE (National Institute of Statistics) and the City Council, more than three million of them participated in nightlife activities , confirming the growing importance of this sector within the city's tourism strategy.
This research is part of a program of aid for SMEs and associations promoted by the General Directorate of Commerce and Hospitality of the Madrid City Council. The initiative reinforces the council's commitment to the modernization and revitalization of urban leisure and positions the sector as a strategic axis for the economic development and international projection of the Madrid brand .
In short , the data show that nightlife tourism is not only part of Madrid's appeal, but is also consolidating as one of its main economic and cultural drivers. The profile of the adult international tourist , with high purchasing power and a taste for quality, strengthens the city's competitiveness and positions Madrid as one of the top European destinations for nightlife.