I remember how, once in London, I couldn’t resist and went to that iconic blue door on Westbourne Park Road, where Hugh Grant’s character lived in Notting Hill. Crowds of tourists, camera flashes, even the locals aren’t surprised anymore—it’s become a true legend. Now Madrid has decided to play by the same rules: turning the city not just into a capital, but a magnet for movie lovers from all over the world.
In 2026, filming for Woody Allen’s new movie will begin in Madrid. City and regional authorities haven’t spared any expense—three million euros have been allocated to promote the capital through the big screen. The conditions are simple: the film’s title must include the word “Madrid,” and viewers should be able to recognize not only the center but also other parts of the region. Personally, I think this is a long-overdue move. After all, if Barcelona has long been associated with Gaudí and London with red buses and that famous house from the film, then Madrid was clearly missing its own cinematic symbol.
Film and tourism
Remembering how, after the release of Vicky Cristina Barcelona, tourists literally flooded the Catalan capital, I understand why Madrid’s authorities are betting on cinema. Woody Allen once turned a Spanish city into a cult destination, and now it’s Madrid’s turn. According to the World Tourism Organization, around 100 million people travel the world each year inspired by movies and series. These aren’t just numbers—this is a real flow of people who want not only to watch but to live out scenes from their favorite films.
Experts note that Madrid still lacks a landmark as recognizable as the Sagrada Familia in Barcelona. But the city offers something else—its atmosphere, lifestyle, gastronomy, street cafés, and bustling squares. In my view, this should become the main character of the next film. More and more, tourists are looking not just for beautiful scenery but for the chance to feel part of the city, to experience its rhythm firsthand.
New routes
Over the past year, more than 50 series and 40 feature films have been shot in the Madrid region. I’ve noticed firsthand how, after another premiere in a small town like Chinchón, the flow of visitors surges. Following the filming of Asteroid City, interest in the place rose by 600%. That’s no exaggeration—local cafés and hotels were booked for months in advance. And this is only the beginning.
The authorities are focusing not only on the city center but also on the suburbs: Alcalá de Henares, Leganés, Las Rozas, Alcorcón—these cities have already become filming locations. For them, it’s a chance to step out of Madrid’s shadow and claim their share of the tourism pie. I’m confident that after Woody Allen’s movie is released, these places will become new magnets for travelers.
Who is coming
The profile of today’s ‘film tourist’ is very different from that of the typical vacationer. These are people under 60 who are passionate about culture, often well-educated, and with above-average incomes. They’re not chasing quantity; they care about the atmosphere, the quality of their experiences, and the chance to connect with the real life of the city. I’ve met many such travelers—they’re willing to spend hours searching for the exact courtyard or café where a favorite scene was filmed, then share the story with friends and post photos on social media.
For Madrid, this is not just an opportunity to increase visitor numbers but to attract a new audience that values uniqueness and is willing to spend more. But there’s a flip side: if cleanliness, safety, and transport aren’t properly managed, it can lead to the so-called ‘Paris effect,’ where movie-inspired expectations clash with harsh reality. I believe this is the city’s main challenge.
Challenges and Expectations
Turning Madrid into a new film center is no easy task. It’s important not just to produce beautiful movies but to keep public interest in locations alive after premieres. In the age of social media, this is easier than ever: one striking shot is enough to inspire thousands to recreate it. But expectations are higher too—tourists want to experience the same atmosphere in real life as they saw on screen.
I’m convinced that investing in film is more than a passing trend—it’s a strategic move for Madrid. The city can become not just a filming destination, but a place where every visitor feels like the hero of their own story. The key is not to miss this opportunity and turn dreams into disappointment.
