Barcelona (Spain), October 16, 2025 – With the 2025/2026 UEFA Champions League league phase underway, new analysis by Mabrian and The Data Appeal Company – Almawave Group presented at the World Football Summit Madrid estimates that the tournament’s most prominent matches will generate an average tourism impact of €5.1 million in each host city.
The study, which evaluates events in Spain, Italy, and Germany, focuses on direct spending on accommodation, catering, and transportation, excluding ticket revenue, sponsorship, or advertising. On average, catering accounts for 51% of spending, accommodation 27%, and transportation 22%.
Among the analyzed parties are:
Madrid: Real Madrid vs. Manchester City (December 10, 2025)
Milan: Inter Milan vs. Liverpool (December 9, 2025) and Inter Milan vs. Arsenal (January 20, 2026)
Munich: Bayern Munich vs. Club Brugge (October 22, 2025) and Bayern Munich vs. Union Saint-Gilloise (January 21, 2026)
Dortmund: Borussia Dortmund vs. Bodø/Glimt (December 10, 2025)
Milan leads the way in terms of economic impact, with an average of €5.6 million per match, followed by Munich, with between €5.3 and €5.4 million, and Dortmund, with €4.4 million.
In the case of Real Madrid vs. Manchester City, a €4.4 million impact on direct tourism spending is expected, driven by more than 72,000 attendees. Of this total, €2.4 million will be spent on food and beverages, €1.3 million on accommodation, and more than €700,000 on transportation. Furthermore, flights to Madrid during the week of the match will increase by 8.7% year-on-year, with a 22.7% increase from British airports, especially from Manchester (+58%).
Hotel prices in the Spanish capital will also increase: three-star hotels will rise by 6.2%, four-star hotels by 15.3%, and five-star hotels will reach 30.6% more than in 2024.
“Sports tourism, especially related to football, is a key driver for positioning destination brands and attracting international visitors,” said Carlos Cendra, partner and director of Marketing and Communications at Mabrian. “Understanding and anticipating the impact of these events allows destinations to plan and promote themselves more strategically, maximizing long-term economic and social benefits.”