Asian Tourism Drives Shopping in Madrid with Spending Well Above the International Average

Asian tourists in Madrid (Source: El Mundo, 16/09/2025)

Madrid has established itself in 2025 as one of the favorite destinations for Asian travelers, thanks to the strong recovery of tourism from China, Japan, and South Korea. After surpassing pre-pandemic visitor levels in 2024, the number of Asian tourists continues to grow at a fast pace, boosted by improved air connectivity at Adolfo Suárez Madrid-Barajas Airport, which now offers direct flights to eight Chinese cities, as well as Tokyo and Seoul.

The real strength of this market lies not only in the volume of visitors, but in their high purchasing power. Chinese tourists in Madrid spend an average of €2,872 per person, more than double the international average in Spain (€1,345), while South Korean travelers reach an impressive €3,099 on average. This interest is particularly visible in Madrid’s most exclusive shopping areas, such as the Golden Mile in the Salamanca district or destinations like Las Rozas Village, where luxury brands attract a large share of these visitors.

Asian Shopping Tourists (Source: Pexels, Royalty-Free License)

The profile of the Asian traveler is also changing. Unlike the traditional whirlwind tours of several European capitals, today’s visitors increasingly seek personalized, high-quality experiences. Madrid is benefiting from this trend, with more tourists from China, Japan, and South Korea choosing the Spanish capital as the final destination of their trip, drawn by a unique mix of luxury, culture, gastronomy, and lifestyle.

Through targeted campaigns on social media and digital platforms, participation in international tourism fairs, and the organization of familiarization trips for tour operators, the Madrid region has strengthened its positioning in Asia. These efforts have consolidated the city as an international destination for shopping and exclusive experiences, highly valued by travelers who are looking for more than conventional tourism.

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Source: Adapted from El Mundo, September 16, 2025.