ABSTRACT
This chapter discusses the challenges that the awareness and dissemination of local folklore faces in the city of Madrid, emphasising among them a recent demographic swift and how the city’s landscape has changed in a way that concealed an abundance of places associated to the birth and perpetuation of these traditions, which now can only be disclosed through memory and storytelling. It will be defended how providing narrative access to this hidden dimension has the capacity to perform a re-enchantment that enables the visitor to be present in a fuller way, thus satisfying the desire for authenticity that often motivates a tourist when choosing a travel destination. This will be addressed through a selection of examples that consider forgotten lore, surviving folklore bearing witness to disappeared elements, and traditions that have been adapted to meaningfully include the new urban environment.
