Latin GRAMMY generates more than 195 million euros in Andalusia in just three years

Andalusia is consolidating its position as the European stage for Latin music , thanks to the collaboration between the Latin Recording Academy and the regional government. Three years after the first Latin GRAMMY Awards ceremony held outside the United States—in Seville in 2023—the cumulative impact has already exceeded 195 million euros, according to the Economic and Reputational Impact Study conducted by the firm ATREVIA.

Of the total, 96.3 million euros come from the direct economic impact , while 98.7 million correspond to media exposure , brand reputation and international projection of Andalusia as a cultural center.

This is in addition to a fiscal impact of 7.5 million euros on the Public Treasury and the generation of 1,360 temporary jobs , benefiting tourism, hospitality, cultural production and other strategic sectors.

“The study reflects that the project has been key not only for music, but also for the regional economy,” explained Manuel Sevillano, Global Director of Reputation at ATREVIA.

The celebration of the 24th Annual Latin GRAMMY Awards in Seville in 2023 marked a turning point. It was the first time the gala was held outside the US, and the result was a resounding success: an impact of over €186 million during that week alone , according to official figures.

Since then, additional events have taken place, such as:

• Latin GRAMMY Celebrates: Paco de Lucía (Cádiz)
• Latin GRAMMY Sessions: 25 years (Malaga)
• Latin GRAMMY Celebrates: The Music of Andalusia (Seville)

These activities have extended the economic, social and cultural benefits throughout the autonomous community.

In addition to their international reach, the Latin GRAMMYs in Spain have strengthened their commitment to developing young musical talent. Through its Cultural Foundation, the Academy has implemented programs such as:

• Latin GRAMMY in Schools
• Prodigy Scholarship
• Talent Scholarships and Tuition Assistance
• Paco de Lucía Legacy Scholarship

These initiatives have benefited young Spanish creators, contributing to the future of Latin music through academic and artistic training.

The Minister of Tourism and Foreign Affairs for Andalusia, Arturo Bernal, highlighted the value of the alliance:

“It’s not just about the economic impact; these events have put Andalusia on the cultural radar of Latin America and the United States, attracting more tourism and consolidating our brand in the world.”

The reputational impact —estimated at 98.7 million euros— includes 83.4 million generated by international media advertising and 15.2 million projected in future tourism.

The Academy's CEO, Manuel Abud , reiterated that Spain, and Andalusia in particular, is now a strategic platform for promoting Latin music in Europe. The agreement with the regional government not only brought a gala, but also a sustainable ecosystem of events, culture, jobs, and international exposure.

The Latin GRAMMYs have proven to be much more than just an awards ceremony: they have become a tool for cultural policy and economic development . Andalusia has successfully leveraged this platform to position itself as the new European home of Latin music.

With a total impact of over 195 million euros , 1,360 jobs created and a strengthened international reputation , this alliance between the public sector and the music industry stands out as a global example of how culture can transform territories.