Madrid: epicentre of Latin talent and tourism

Madrid has become a magnet for Latin American talent and tourism. In recent years, the Spanish capital has seen a flourishing of entrepreneurs, artists and professionals from all over Latin America who have found a second home in the city. From fashion to marketing, gastronomy to art, Latin talent vibrates in Madrid and is leaving an indelible mark.

Latin talent in Madrid

The El Sueño de Madrid project, promoted by the Community of Madrid, seeks to highlight the success stories of Latino immigrants who have built their careers in the capital. Actresses, designers, entrepreneurs and artists have found in this city an ideal setting to develop their potential. A clear example is the brand Mon & Pau, founded by Latinas who transformed their passion for fashion into a benchmark brand in the luxury leather sector. Their success in outlets such as El Corte Inglés reflects how Latin design has conquered Madrid’s taste.

Another case is that of Daniela Goicoechea, the mind behind the marketing strategy that turned Goiko into one of the most popular hamburger brands in Spain. With an innovative approach and a commitment to quality, Goicoechea broke new ground and proved that Latin gastronomy can be a driving force for change in the hospitality sector.

Carlos Mazo, meanwhile, has taken educational excellence to another level with Prisma Education, an institution that connects Madrid with the world through learning. His story is that of many migrants who arrive with a dream and turn it into a legacy.

Booming tourism

Latin talent not only settles in Madrid to develop their careers, but also attracts thousands of tourists from Latin America. The boom in Mexican tourism in the city is a clear reflection of this connection. In 2024, Madrid accounted for 65.7% of tourist arrivals from Mexico to Spain, and shopping in commercial spaces such as Las Rozas Village soared by 76%.

Latin tourism brings not only visitors, but also investment. The designation of Mexico as a partner country for FITUR 2026 will further strengthen these ties, attracting capital for key sectors such as tourism, technology and real estate. This strategic alliance will consolidate Madrid as a bridge of opportunities between Spain and Latin America.

Madrid, city of opportunities

Madrid is positioned as a platform for creativity and the growth of Latin talent, offering an ideal ecosystem for entrepreneurs, artists and tourists. The warmth of its people, its dynamism and its openness to the world have made this city a home for those who seek to make their dreams come true.

If everything happens in New York, almost everything happens in Madrid. And every day, Latin talent and tourism continue to write new pages in the history of this vibrant capital.