The Renovated Santiago Bernabéu: A Driver of Tourism, Fashion, and Unique Experiences in Madrid

The Bernabéu Tour remains one of Madrid’s top attractions: with tickets starting at €35 (Classic option) and €47 (Premium option), visitors can explore the museum, the locker rooms, the pitch, and the club’s historic collection.

Although no official figures have yet been published following the renovation, the Tour’s history is solid: by 2019, more than 15 million visitors had been recorded. In 2018 alone, around 1.3 million visits were registered (approximately 3,500 people per day) before the works began.

Exterior view of the stadium

The Official Bernabéu Store, spanning more than 700 m² across two floors, offers team kits, fashion items, accessories, and Real Madrid merchandise. With the renovation, the store has become an even more strategic attraction and an emotional shopping point for international fans.

In terms of urban impact, forecasts suggest that the northern Castellana area (surrounding the stadium) will attract up to 12 million visitors annually and host around 30 events per year, already boosting restaurant revenues by 30% on event days and driving hotel value increases of 10–15%.

On the financial side, Real Madrid has recently surpassed €1 billion in global revenues in a single season, with the renovated stadium playing a key role not only on matchdays but also as a commercial and experiential hub.

The Santiago Bernabéu has thus positioned itself as a model multifunctional stadium, combining sport, tourism, fashion, and lifestyle. In Madrid, its impact extends far beyond football: it reinforces the city as a premium shopping destination and a global landmark for sports and fashion fans, while its surroundings offer numerous restaurants with cuisine from all over the world, as well as stores such as El Corte Inglés, Zara, Mango, H&M, alongside local and specialty shops, and shopping centers like Moda Shopping Center.

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"Source: Compiled from ABC, El País, Cinco Días, Real Madrid, Wikipedia."