Hotel101 Madrid eyes tourism boost as Formula 1 arrives this Sept.

Insider Spotlight

• Hotel101's 680-room property is located beside Madrid's new Formula 1 venue, positioning it to benefit from race-week tourism.
• Madrid will host its inaugural Formula 1 Spanish Grand Prix at the new Madring circuit from Sept. 11 to 13, marking the city's return to F1 after decades.
• The race is expected to strengthen Madrid's profile as a global sports and business travel destination, creating opportunities for hospitality, retail and tourism.

The countdown has begun for the inaugural Formula 1 Spanish Grand Prix in Madrid this September, a milestone sporting event expected to drive thousands of international visitors into the Spanish capital while creating significant opportunities for the hospitality sector.

Among the biggest beneficiaries could be Hotel101-Madrid, the 680-room hotel strategically located beside the new Madring circuit, giving race fans, corporate guests and motorsport teams convenient access to one of Formula 1's newest destinations.

Why it matters

Formula 1 has become one of the world's strongest tourism drivers, with race weekends generating increased hotel occupancy, higher visitor spending and greater international exposure for host cities. Madrid's debut on the F1 calendar positions the city alongside established destinations such as Miami, Singapore and Las Vegas.

The Formula 1 TAG Heuer Gran Premio de España 2026 will take place from Sept. 11 to 13 at the 5.4-kilometer Madring circuit surrounding IFEMA Madrid, marking the city's first Formula 1 race in more than four decades.

The big picture

Hotel101-Madrid's location adjacent to the circuit — as shown in a photo the firm shared on Sunday, Aug. 23, 2026 — offers a competitive advantage during one of Spain's most anticipated sporting weekends. Guests staying at the property can enjoy easy access to the venue while remaining close to Madrid-Barajas Airport and the IFEMA convention district.

The combination of Formula 1, international exhibitions and business events reinforces Madrid's appeal as a year-round destination for both leisure and corporate travelers. Hotels near major event venues are typically among the first to benefit from increased demand during global events.

What's next

With Formula 1 officially set to race in Madrid this September, tourism stakeholders are preparing for an influx of visitors from around the world. Race organizers expect the new event to establish Madrid as one of Europe's premier motorsport destinations while delivering long-term economic benefits through tourism, hospitality and international investment.

For Hotel101-Madrid, the arrival of Formula 1 represents more than a race weekend. It highlights the property's strategic location in one of Europe's fastest-growing event districts, positioning it to capture demand from international travelers seeking accommodations just steps away from the action.

— Edited by Daxim L. Lucas