Madrid has reaffirmed its position as one of the top tourist destinations thanks to the GuruWalk 2026 awards , organized by a platform specializing in free tours. From more than 800 routes around the world, they chose a tour of the Spanish capital for its quality, originality, and proximity to travelers.
The winning company was Tourstilla, with its tour “Old Town, Plaza Mayor, San Miguel Market, cathedral, palace, theater, and more.” Madrid thus ranks first among the world’s best free tours in Spanish, becoming a benchmark alongside Lisbon, which has been awarded for its tour in English.
A unique tour of Madrid
The oldest barbershop in Madrid. | Editorial credit: Shutterstock
To make its decision, GuruWalk used internal data from its platform, verified tourist reviews , and the number of bookings throughout 2025. According to Belén Casanova, the company’s supply manager, “tours are becoming more specialized, more human, and more closely linked to local identity .”
Madrid’s award-winning free tour meets these requirements and offers a live theater performance in the historic district of Los Austrias and the city center. Lasting 2 hours and 20 minutes, the tour passes through Puerta del Sol, Puerta de Toledo, Plaza Mayor, San Miguel Market, the cathedral, the Royal Palace, and the Royal Theater.
It also connects with traditional establishments in Madrid, stopping at the oldest restaurant in the world, the oldest barbershop in the city, and Madrid’s oldest pharmacy, promoting local ties.
The rise of free tours
Free tour in Madrid. | Editorial credit: Tourstilla
The GuruWalk Awards 2026 reflect current trends in the free tour sector. Classic tours are no longer enough; personalized options are now in demand , such as gastronomic themes, myths and legends, or free tours for solo travelers.
The awards aim to highlight and recognize the work of all the guides who enable millions of travelers to discover new cities. In these experiences, it is the tourists themselves who decide how much to pay for the service, but Guruwalk’s platform offers a guideline of between €15 and €50 per participant.
From Madrid to the world
Times Square in New York. | Editorial credit: Shutterstock
Tourstilla, the winning tour company, stands out for its two-tone yellow and orange umbrellas located inPuerta del Sol as a meeting point. Although it is not mandatory, it is recommended to book in advance on their website and choose a time slot to secure your place on the tour.
Beyond Spain, Asia, North America, and Latin America have gained greater prominence in the free tour scene. GuruWalk 2026 highlights cities such as Kyoto, Istanbul, New York, and Santiago de Chile, demonstrating the ability of free tours to adapt to different cultures.