Global campaign Only in Madrid launched in Singapore

MADRID TURISMO by IFEMA Madrid announced the launch of its global creative campaign “Only in Madrid” in Singapore at the Ritz Carlton on October 19, 2023.

The campaign, which is represented by global agency Connecting Travel and Select Holding in Asia, aims to promote Madrid to a global audience, highlighting the Spanish capital’s unique qualities within, as well as outside the city, establishing it as a must-visit travel destination.

New cool kid in town

Where once cities such as London, Paris, Rome and Barcelona reigned as top European tourist spots, Madrid is not-so-quietly emerging as the new cool kid in town. The arrival of wealthy newcomers, many looking for second homes during the pandemic, has bolstered foreign investment, bringing with it a new wave of international visitors, luxury hotels, restaurants and hip bars and cafes.

Most recently, The Four Seasons Hotels opened near the central Puerta del Sol boasting a 1,500 square metre complex that includes a shopping mall for luxury brands including Dior and Hermes and the nearby Ritz has recently been upgraded to the luxury Mandarin Oriental Ritz brand.

Madrid will have more than 2,700 luxury hotel rooms by the end of 2023, up 50% from a decade ago according to a report by JLL. The city has 33 new hotels in the pipeline, half of them in the upscale segment, compared with 13 projects in Barcelona, Colliers said in another report.

Madrid’s hotel investment came to a record 802 million euros in 2022, three times that of Barcelona.

World’s oldest restaurant

Home to the world’s most luxe labels and fast fashion – from Loewe, Balenciaga and Manolo Blahnik to Zara and H&M – these foundations and their history make Madrid one of the most influential international fashion capitals in the world.

Even for those who prefer to veer away from the glitz of high fashion, shoppers can still expect to find locally produced garments and articles of extraordinary quality that are relatively affordable compared to international brands. And when they cannot find what they like, they can get it made.

As much as Madrid is synonymous with fashion, gastronomy and cuisine permeates all aspects of culture and life. Be it traditional Sunday lunch with family, tapas crawls with friends, or hours spent at the markets picking up the freshest local produce, Madrid’s culture revolves heavily around food.

Only in Madrid can you eat at the world’s oldest restaurant, Restaurant Botin, a historic gem that dates back to 1725. It serves what is arguably the city’s finest roast suckling pig, cochinillo asado, and melt-in-your-mouth roast lamb, cordero asado. The city’s classic dish of caracoles or Spanish escargot (snails) is also one not to be missed.

For a taste of what locals eat, head to Mercado de San Anton, located in the neighbourhood of Chueca. Originally dating back to the 19th century, the market was rebuilt in 2011 and offers a modern, sustainable environment where you can shop at its gourmet market stalls or dine at its rooftop-terrace restaurant

Countryside steeped in history and culture

Beyond the glitz and bustle of the Spanish capital, is the lesser known but no less fascinating side of Greater Madrid. Just a short drive away, is lush countryside, steeped in history and culture, where quaint mediaeval towns, picture-perfect wineries and scenic parks are a welcome change from city life.

Janel Kok, who leads Marketing and Communications for Asia said: “It is finally Madrid’s time to shine, and the launch of our campaign is designed to showcase the unique juxtaposition of art, history, culture, cuisine, fashion and sport, that you can only find in Madrid. It is truly a city that you can never tire of, a city where you can feel special and slip into like a local.”

Kok continued: “We’re also excited to share that Madrid is actively pursuing a non-stop air service from Singapore to Madrid. Watch this space!”

Last month, Madrid unveiled its first International Ambassadors, appointing four famous South Korean personalities to promote Madrid’s lifestyle, cuisine, culture and heritage in Korea.

The quartet include Cho Yeo-Jeong, known for her appearances in films such as Parasite and The Concubine; Kim Joo-Ryung, famous for her role in the Netflix series Squid Game; Jeon Changa, global brand ambassador for Boss and model for MAC; and fashion designer Danha, known for being the creator of the wardrobe of the K-pop group Blackpink.

Dedicated to promoting Madrid

MADRID TURISMO by IFEMA Madrid, an innovative initiative by IFEMA Madrid dedicated to promoting tourism and showcasing the vibrant city of Madrid, appointed Connecting Travel, in collaboration with Select Holding to expand its reach and presence in Asia.

This partnership marks Madrid Turismo’s inaugural venture into the Asian market, covering Singapore, Malaysia, Indonesia, Thailand, Japan, Korea and China. It aims to fortify its presence through a comprehensive range of activities, including – Travel trade sales, PR & Media and Consumer Marketing to promote Madrid as a top tourism destination for Asian travellers.

MADRID TURISMO by IFEMA MADRID is a public-private venture created by the Regional Government of Madrid, Madrid City Council and IFEMA Madrid. It is managed by the Experts in Tourism Panel from the main tourism associations in Madrid. Its purpose is to promote Madrid internationally through efficient collaboration between public and private tourism entities in Madrid.

For more information on MADRID TURISMO by IFEMA Madrid, please visit:

Connecting Travel is a leading platform that bridges the gap between travel destinations and industry professionals in the Middle East. Through a network of events, conferences, and collaborations, Connecting Travel facilitates meaningful connections that drive the growth of the travel and tourism sector in the region.

Select Holding is an international holding group with offices in Shanghai, Beijing, Hong Kong, London, Bali and Rome that specialises in travel marketing and communications consultancy in the travel B2G, B2B and B2C sectors.

Select Holding has a special focus in China outbound travel as Select Holding is the selected partner of the China Tourism Academy, appointed as the sole issuer of the Welcome Chinese certification based on Chinese Ministry of Culture and Tourism standard. Select Holding was incorporated in Hong Kong in 2011.

For more information on things to see, do and taste in Madrid please visit:


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