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In collaboration with The Data Appeal Company (Almawave Group), Mabrian assessed the expected tourism impact of six high-profile matches taking place in Spain, Italy and Germany over the coming months. The study focuses on tourism-related spending directly linked to travel for the events, including accommodation, food and beverages, and transportation.
Host cities analysed
| Match | Host City | Expected Direct Tourism Impact |
|---|---|---|
| Real Madrid vs Manchester City | Madrid | €4.4 million |
| Inter Milan vs Liverpool | Milan | €5.6 million |
| Inter Milan vs Arsenal | Milan | €5.6 million |
| Bayern München vs Brugge | Munich | €5.3 million |
| Bayern München vs Union Saint-Gilloise | Munich | €5.4 million |
| Borussia Dortmund vs Bodø/Glimt | Dortmund | €4.4 million |
Across all cities, food and beverage spending represents the largest share of the economic impact (51%), followed by accommodation (27%) and transportation (22%).
Milan is expected to benefit the most due to strong stadium attendance and spending levels, while Dortmund shows the lowest estimated impact among the studied cities, still exceeding €4 million.
Case study: Madrid match impact
The Real Madrid vs Manchester City match on 10 December 2025 is projected to generate:
- 4.4 million euros in tourism spending
- 72,213 attendees
- 2.4 million euros in food and beverage spending
- 1.3 million euros in accommodation
- 721,500 euros in transport services
Despite the fact that around 60% of attendees are season ticket holders from Madrid, the city still experiences measurable tourism activity linked to the match.
Mabrian also reported:
- +8.7% increase in air capacity to Madrid between 8–11 December compared to last year
- +22.7% increase in seats from British airports, driven mainly by Manchester (+58%)
Rising hotel prices:
3-star: +6.2% (154 euros/night)
4-star: +15.3% (211 euros/night)
5-star: +30.6% (452 euros/night)
Strategic value for destinations
Carlos Cendra, Partner and Marketing Director at Mabrian, stated: “Sports tourism is a powerful driver to position destinations and attract international visitors. Understanding and forecasting its impact is essential to plan, manage and maximise economic benefits.”
A Mabrian spokesperson added: “The real opportunity is not just in short-term visitor spikes, but in extending stays and increasing long-term value. Data insights allow destinations to design strategies that boost local spending beyond match days.”
The analysis reinforces the importance of data-driven destination strategies for managing major events. For travel industry professionals, the findings highlight the commercial potential of sports tourism partnerships and the growing value of football as a tourism catalyst.