Madrid, a city increasingly American friendly

A simple search on the social network TikTok was enough for the Spanish newspaper El País to identify the most common profiles of Americans living in Madrid: “young digital nomads, students at IE University [a private university], English language assistants who arrived through various government programs, and people who have turned their expatriate experience into a business and offer installation assistance services.”

According to Spain’s most widely read generalist newspaper, the capital is attracting more tourists and residents from the United States than ever before. The newspaper El Mundo confirms this impression and specifies that in 2025, 1.1 million Americans visited Madrid, which is 5.8% more than in 2024, making the United States the most represented country among foreign visitors to the city.

As El País points out, Madrid is often perceived as “the new Miami,” as it attracts wealthy South Americans. It could just as easily be considered the unofficial capital of Florida for its ability to attract US-born residents. Approximately 16,500 of them live in Madrid, the majority in the wealthiest neighborhoods, according to El País’s data. According to expatriates interviewed by the newspaper, the Spanish capital is “much more affordable” than major cities across the Atlantic.

Power Purchase

Even though the number of US residents in Madrid is “low” compared to residents from Latin America or Europe, “the higher purchasing power of these new residents is having an increasingly evident influence on local consumption dynamics,” according to El País.

It is no coincidence that last November, Madrid hosted its first NFL game at the Santiago Bernabéu stadium. The city is also seeing the establishment of “numerous American brands” along its streets and avenues, causing the heart of the Madrid metropolitan area to “transform at a lightning speed,” as emphasized by El País:

> “More tourists, more English speakers on the street, more short-term rentals, and a proliferation of cafes and brunch spots designed for Instagram photos.”

According to El País, “it seems that the former mayor of Madrid Alberto Ruiz-Gallardón’s dream [PP, right-wing] is coming true.” During his term in 2010, the city council gave the green light to a Plan USA, which aimed to make Madrid an “American friendly city” by attracting investors, companies, and tourists from the United States.