
Tourism represents an essential source of income for Spain (17% of our economy, no more and no less), which is why, in recent years, studies have been developed to understand the image that foreigners have of the country.
Every year, the Real Instituto Elcano publishes a monographic analysis in which the prestige of the nation is evaluated both inside and outside its borders. In 2024 it achieved a score of 7 out of 10.
The study is based on the opinion of 5,800 people from 10 European countries -Spain, Luxembourg, Germany, the United Kingdom, France, Denmark, Italy, Romania, the Netherlands and Belgium- about Spain. The analysis shows that, for the majority of respondents (with the exception of the Italians and the French), Spain is an ideal destination to visit for its artistic and cultural production. However, in terms of investment, technological development and shopping, it has a lower reputation than the other countries in the survey.
And what is the capital’s reputation?
As for Madrid, an analysis of the city’s tourist appeal in 2023 showed that 86% of tourists were satisfied with their visit, and 92% perceived it as a safe destination.
Although the Elcano Royal Institute has not yet published a monographic analysis of the city in 2025, its 2022 study on the image of the capital makes it clear that the “Madrid brand” still has points to work on: mainly in its weak link with the business world.
Although most of the foreigners surveyed linked the city with gastronomy, sports and good quality of life, they stated that they would not invest in it. On the other hand, the study found that the perception of foreigners who had visited Madrid was more positive than those who had never visited.
All this shows that there is a deficit between the image of the capital and reality. The Elcano Institute suggests that new strategies be established to make the city known internationally.
Monoculture and… lack of iconic buildings?
In the latest monographic analyses of the Elcano Institute, there was a tendency to relate Spanish territory in general, including Madrid, with bullfighting and soccer, leaving aside cultural institutions such as the Reina Sofia Museum or the Thyssen-Bornemisza, especially among those foreigners who had never visited the country.
Moreover, as with other cities such as Shanghai or Seoul, most foreigners who have not visited the capital do not associate Madrid with an emblematic monument or building in particular (despite all its historical and artistic heritage). On the other hand, they do with Paris and its Eiffel Tower, or with London and its Big Ben.