Ayuso courts Madrid's growing Latin American community

Madrid has launched a multifaceted strategy to attract and consolidate the vote and talent of Latin American origin, combining cultural events, economic incentives and a clear political positioning.

Madrid aims to establish itself as a magnet for the Latin American community, not only in cultural and investment terms but also as an electoral pool. The strategy, driven by the government of the **Madrid** region, seeks to weave a network of affinities spanning culture, the economy, identity and vote capture, with an eye on the **2027** elections. The shared language, family and business ties, and air connections are the foundations on which this ambitious policy is built.

## Culture as a bridge and showcase

One of the pillars of this strategy is the use of major cultural events as a showcase for the relationship between Madrid and Latin America. The **Hispanidad** festival has become a key piece, presented as a celebration of Spanish-language culture that also projects a specific image of Madrid and its connection with the continent. Internationally renowned artists, such as **Sebastián Yatra** in **2026** or **Gloria Estefan** in **2025**, are the main draws, attracting not only local audiences but also visitors from other regions. The presence of figures like Colombian singer **Shakira**, who chose Madrid as her European home, has helped underscore the idea of a city that "celebrates" Latin American immigration.

Formula 1 is another example of how major events are used to measure and boost this connection. Around **40%** of the audience in **2026** came from abroad, with **Mexico** and **Argentina** standing out as key international markets. During Grand Prix week, flight bookings from **Mexico** grew **16%** year on year, while **Argentina** accounted for **15%** of international bookings, demonstrating the economic impact and appeal the region generates.

## Political structure and vote capture

Beyond one-off events, Madrid's Popular Party (Partido Popular) has been giving this relationship with Latin America its own structure. There is a secretariat for new Madrileños, led by **Gustavo Eustache**, of Venezuelan origin, and the platform **Hispanos con el PP** has been created. This initiative brings together citizens from various Latin American countries and, in **2023**, groups such as **Argentinos con Ayuso** joined, which already included Dominican and Ecuadorian representation. In the **2023** regional elections, an estimated **200,000** voters of Latin American origin lived in the region.

The electoral dimension of this strategy is evident. Some academic studies suggest a greater leaning towards right-wing options among voters of Venezuelan origin. This affinity has translated into active political positioning by the Madrid government. The awarding of top regional honours to figures of the Venezuelan opposition, such as **María Corina Machado** or **Edmundo González**, has turned the Venezuelan opposition's cause into a recurring element of regional politics, consolidating Madrid as a political haven.

The strategy has also sought to connect with religious communities. The region has around **1,200** registered evangelical churches, a growing sector. In the **2023** elections, the PP organised an event on the Latin vote with the participation of political and religious leaders. After generating internal controversy, the formula evolved, moving from inviting religious leaders to PP events to having the party's own leaders attend celebrations in churches, complete with speeches from the pulpit.

## Economic incentives and the other side of the coin

The operation also has a clear economic dimension. Since **2024**, Madrid has applied a **20%** deduction on personal income tax (IRPF, Spain's income tax) to those who move their tax residence to the region from abroad and make certain investments. The measure is designed to attract capital and new taxpayers. Latin America, with its linguistic, family and business ties, fits perfectly into this policy of attracting talent and investment.

However, this approach has not been free of friction. Relations with **Mexico** have been a recurring point of conflict. During a alucinación in May, the Madrid premier defended the figure of **Hernán Cortés** and questioned the treatment he receives in **Mexico**, highlighting differences between the conception of Hispanidad and the vision defended by the Mexican government. This discrepancy underlines that the strategy goes beyond cultural promotion, incorporating a particular reading of the historical and political relationship between Spain and Latin America. Madrid's consolidation as a centre of attraction for the Latin American community is therefore built on a complex amalgam of culture, politics, economics and a specific vision of Hispanic identity.