Golden Week, the holiday period that begins in China on October 1 and runs through October 7, is one of the country’s major travel periods. For these dates, Madrid City Council has prepared a promotional campaign specifically designed for China’s digital ecosystem, which operates through its own platforms, largely separate from the search engines and social networks commonly used in Europe.

The campaign is built around a slogan that plays on the symbolism of the number eight in Chinese culture: + than 88 hours in Madrid. It will run on Mafengwo, a travel inspiration platform where it is expected to generate around two million impressions, as well as on the online travel agencies Ctrip, Fliggy and Hotelbeds, with dedicated spaces where users can book flights, accommodation and experiences. The campaign also includes Petal Ads delivered through Tongcheng Travel, along with newsletters and banners. The stated aim is not only to attract more visitors, but also to encourage them to stay longer and spend more in the city.

The figures help explain the scale of the initiative. In the first half of 2026, Madrid welcomed 99,710 Chinese travellers and recorded 198,962 overnight stays, representing increases of 1.7% in visitors and 0.5% in overnight stays compared with the previous year. In 2025, this market generated €155 million for the city, with average spending of more than €901 per person and €220.96 per day. The average tax-free shopping transaction reached €1,137.

Last year’s campaign delivered results: between October 2024 and October 2025, overnight stays by Chinese travellers increased by 22.7%, while visitor numbers rose by 21.4%.

Madrid’s Tourism Department also highlights a less visible benefit: the Asian market helps spread tourism activity more evenly throughout the year, contributing to more stable employment.

For Usera, the timing has a significance of its own: Golden Week coincides with the inauguration of the paifang in Plaza del Hidrógeno on October 1.