Díaz Ayuso presenta nueva campaña internacional de Madrid como región abierta

It´s open, It´s Madrid region is, according to the president’s revelation, the slogan that will begin to be seen – from this month of June until November – in the main media and digital platforms worldwide, a concept that, in her opinion, represents «a way of being and existing in the world», and that is primarily aimed at the United States, the United Kingdom, and Mexico, three countries that she has classified as strategic.

Díaz Ayuso has noted that if something characterizes Madrid, it is being open to novelties; the daily adventure of living, chance, mixing people from all backgrounds and conditions to broaden knowledge; so that no one feels like a stranger in their own home in a region full of contrasts, and the combination of the future, innovation, and the defense of traditions.

“The Community of Madrid is bravery, generosity, and, above all, freedom,” emphasized the president, highlighting how in the region one can open or close a business «when its owner deems it necessary», as well as choose a hospital, school, or residence based on preferences, start a life from scratch, or tailor a life «according to the family model or type of job they want to have.»

Madrid open to business, talent, investment, and life

The campaign is divided into four messages: Madrid open to business, talent, investment, and life. The first one depicts a region that has been lowering taxes and cutting bureaucracy for 20 years, where effort and risk are rewarded and encouraged, creating one out of every four companies and jobs in Spain while managing «without leaving debts to future generations and following the rules,» as indicated by the president.

For Díaz Ayuso, Madrid is also a place open to talent for having the best human capital, the most qualified active population in Spain, a top-notch system, 19 universities, four of the best business schools globally, and high-quality vocational training with excellent employability outcomes.

Open to investment is the third aspect that this initiative focuses on, as detailed by President Díaz Ayuso today in New York City, highlighting the trust that the region generates worldwide, attracting nearly 70% of all capital that came to Spain in 2024.

Fourthly, Madrid Open to Life includes messages and images designed to capture its essence, where one can reach a vineyard by Metro or witness the release of a protected wild animal with the capital’s skyline in the background, while also implementing programs to rejuvenate the countryside, beautify its towns, and have more children born each day.

“We are not only looking for investors and capital, we are seeking allied partners to grow and build together this promising future,” concluded Díaz Ayuso, who encouraged participation in a «living and constantly evolving» project like the Community of Madrid, which is currently experiencing its best moment.