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Pride pushes consumption in Madrid to a record €1.124 billion
Madrid Pride continues growing beyond the stages. The 2026 edition generated spending of €1,124.1 million during the ten days of celebration, almost €250 million more than the previous year. The rise confirms MADO as one of Spain's events with the greatest economic impact and reinforces its importance in the capital's tourism calendar.
International visitors were the main drivers of this growth. They accounted for 44% of total spending, ahead of Madrid residents (30.8%), tourists from the rest of Spain (16.8%) and those from other municipalities in the Community (8.4%). Among foreign travellers, the Irish stood out, responsible for 18.8% of international spending and with average expenditure of 122.9 euros per transaction, the highest of all nationalities. Americans were in second place, with 16.2% of foreign spending.
The arrival of visitors from other Spanish cities also increased. Barcelona led the national ranking with 9% of spending generated by tourists from the rest of the country, followed by Valencia with 6%. In addition, Barcelona residents recorded the highest average ticket among domestic visitors, at 41.6 euros per transaction.
Tourist accommodation again concentrated the largest share of consumption, with 25.9% of the total, followed by food service (17.4%), department stores (7.3%), food (7.2%), health services (5.1%) and transport (4.4%). It was precisely the latter that grew the most compared with Orgullo 2025, with an increase of 46.7%, reflecting greater visitor mobility during the event.
Although the Centro district again concentrated the largest volume of spending, with 17.3% of the total, the economic impact reached more and more neighbourhoods in the city. Chamberí, Chamartín and Salamanca occupied the following positions, while Barajas, Carabanchel and Vicálvaro were the districts where consumption saw the largest increases compared with a usual period, showing how the effect of MADO now extends far beyond the traditional axis of the celebration.
Average spending per purchase also reached a new high, rising from 24.1 euros in 2025 to 30.4 euros this year, an increase of 26%. According to the report prepared by the Ayuntamiento de Madrid from anonymised card payments, the development confirms a sustained trend: in just two years, the economic impact of Orgullo has practically doubled, consolidating Madrid as one of the major international destinations for this kind of event and reinforcing its capacity to attract tourism, commercial activity and spending throughout the city.