• Luis Rubio-Andrada Universidad Autónoma de Madrid
  • Laura Vidal-Serrano Universidad Autónoma de Madrid
  • Isabel Martínez-Gutiérrez Universidad Autónoma de Madrid
  • Raquel Novero Plaza Universidad Autónoma de Madrid
Keywords: Madrid, Latin America, Cultural Heritage, Tourist route, Tourism


The flow of people between different geographical areas of Latin America and the Madrid Region has taken place for centuries, bringing with it an exchange of tangible and intangible cultural elements. It has been usual to study the Spanish footprint in America; the novelty of this work is to visualise the heritage coming from the New World in Madrid in order to turn it into a tourist asset. Thus, places such as the Museum of America, the Statue of San Martín, the Botanical Garden, restaurants, and Latin dance venues, among others, are undoubtedly attractive. The approach to this work was to establish 10 tourist segments and then conduct two interviews with open-ended questions for each of them. A structured questionnaire of 47 closed- ended questions was designed with the responses of these twenty people. This questionnaire was answered in September 2021 by 481 people, which after filtering the answers was 456. After making a descriptive analysis of the results obtained, it is determined which elements should be considered in the different Latin American tourist routes in the Community of Madrid, how long they would last, how much they would be willing to pay, whether they would take them with a tour guide or not, at what time of the year or day of the week, what type of cultural elements they would prefer, etc. The results of this work will result in the design of a new cultural offer attractive to many tourists, which would complement the existing one, thus promoting an increase in the average stay, recurrence, and tourist expenditure in Madrid.


Aksoy, R., & Kiyci, Ş. (2011). A Destination Image As a Type of Image and Measuring Destination Image in Tourism (Amasra Case). European Journal of Social Sciences, 20(3).

Cantar, N. M., Endere, M. L., & Zulaica, M. L. (2021). La “arqueología” de la sustentabilidad en la concepción del patrimonio cultural. Https://Doi.Org/10.7440/Res75.2021.07, 2021(75), 71–86.

Cardoso de Santana, J., Bem Maracajá, K. F., & Araújo Machado, P. de. (2020). Turismo cultural y sostenibilidad turística: mapeo del desempeño científico desde Web of Science. Turismo y Sociedad, 28, 95–113.

Krogmann, A., Ivanič, P., Kramáreková, H., Petrikovičová, L., Petrovič, F., & Grežo, H. (2021). Cultural Tourism in Nitra, Slovakia: Overview of Current and Future Trends. Sustainability 2021, Vol. 13, Page 5181, 13(9), 5181.

González, I., Celemín, M.S. & Narbona, B. (2021): Itinerarios y rutas culturales como reclamo turístico: puesta en valor del patrimonio americano en Madrid. CONGRESO INTERNACIONAL EL MADRID AMERICANO 17-19 de Noviembre de 2021, Madrid.

HOSTELTUR. (2019, November 20). Madrid está conectada con 26 destinos latinoamericanos por 50 rutas aéreas | Economía. unas-jornadas-sus-mercados-latinoamericanos-emisores.html

INE. (2021a). Número de turistas según comunidad autónoma de destino principal(10823).

INE. (2021b). Población por comunidades y ciudades autónomas y tamaño de los municipios.(2915).

Madrid Destino. (2019). Anuario de Turismo Madrid 2019.

Mele, E., Kerkhof, P., & Cantoni, L. (2021). Analyzing cultural tourism promotion on
Instagram: a cross-cultural perspective. Https://Doi.Org/10.1080/10548408.2021.1906382, 38(3), 326–340.

Moser, G., & Carvalho, V. M. (2021). Intermitências na gestão pública em turismo: um estudo sobre o patrimônio cultural edificado de Blumenau e políticas públicas voltadas ao turismo. Turismo: Visão e Ação, 23(2), 391–414.

Noya, J. (2018) La contribución de América Latina al poder blando de España en el mundo (ARI),!ut/p/a1/04_Sj9CPy kssy0xPLMnMz0vMAfGjzOKNQ1zcA73dDQ38_YKNDRwtfN1cnf2cDf1DjfULsh0V Aepxmvs!/?


Nunnally, J. C. 1967. Psychometric theory. New York: McGraw-Hill.

Observatorio de inmigración Centro de Estudios y Datos, Informe de población extranjera
empadronada en la Comunidad de Madrid, Enero, 2018. . efinitivo.pdf

Perić, B. Š., Šimundić, B., Muštra, V., & Vugdelija, M. (2021). The Role of UNESCO Cultural Heritage and Cultural Sector in Tourism Development: The Case of EU Countries. Sustainability 2021, Vol. 13, Page 5473, 13(10), 5473.

Ponce, P., Torres, M. & Cabello, M. (2021): Catálogo de fondos americanos de la Biblioteca Histórica de la Universidad Complutense de Madrid. Biblioteca Histórica «Marqués de Valdecilla» UCM y AMERMAD. ISBN: 978-84-09-35620-1

Rodríguez-Campo, M. L., Fraiz-Brea, J. A., & Alén-González, M. E. (2013). Nuevos segmentos turístico culturales. Una aproximación al comportamiento del consumidor turístico cinematográfico. Cuadernos de Turismo, 32, 259–279.

Sainz de Robles, F. (1969) Madrid, protagonista de la Historia de España. Villa de Madrid: revista del Excmo. Ayuntamiento, No. 27, 1969 (Ejemplar dedicado a: Semana de Madrid en Nueva York) No. 27, 12-38

Silberberg, T. (1995). Cultural tourism and business opportunities for museums and heritage sites. Tourism Management, 16(5), 361–365. 5177(95)00039-Q

Szubert, M., Warcholik, W., & Żemła, M. (2021). The Influence of Elements of Cultural Heritage on the Image of Destinations, Using Four Polish Cities as an Example. Land 2021, Vol. 10, Page 671, 10(7), 671.

Herranz Gomez, Y. (1993). Latinoamericanos en Madrid: integración en la sociedad española, Universidad Autónoma de Madrid. Revista Española de Antropología Americana, 23, 189- 211, Edit. Complutense,.

World Economic Forum (2019): The Travel & Tourism Competitiveness Report 2019.Travel and Tourism at a Tipping Point. World Economic Forum, Geneva

Zhang, K., Zhang, M., Law, R., Chen, X., & Wang, Q. (2020). Impact Model of Tourism Production and Consumption in Nanjing Yunjin: The Perspective of Cultur
al Heritage Reproduction. Sustainability 2020, Vol. 12, Page 3430, 12(8), 3430.
How to Cite
Rubio-Andrada, L., Vidal-Serrano, L., Martínez-Gutiérrez, I., & Novero Plaza, R. (2022, January 1). LATIN AMERICAN CULTURAL HERITAGE IN THE COMMUNITY OF MADRID AS A TOURIST ASSET. Journal of Tourism and Heritage Research, 5(1), 40-57. Retrieved from