- From 25 to 28 November, 19 Spanish destinations and companies will participate in professional meetings in Melbourne, Sydney and Perth.
- On 24 November in Auckland, an event targeting the New Zealand market was held, involving 16 Spanish organisations and around 30 local agents.
- The aim is to strengthen the presence of Spanish tourism in the Australian and New Zealand markets and expand opportunities for commercial collaboration.
- Focus on high-value markets in Oceania, with a positive trend in spending, extended stays, and interest in authentic experiences, culture, and diversity.
The Spanish Tourism Institute (Turespaña), an autonomous body attached to the Ministry of Industry and Tourism, is holding the Direct Support for Marketing the Australian Market 2025 Conference from 25 to 28 November. a professional mission that will visit Melbourne, Sydney and Perth to promote awareness of Spain as a destination and strengthen commercial ties between the Spanish tourism sector and more than 200 Australian tour operators, retail agencies and wholesalers.
This mission marks an unprecedented milestone in the promotion of Spanish tourism in Oceania: it is the first time that a Spanish delegation of this magnitude has travelled to Australia to participate in a direct marketing campaign, bringing together 19 destinations and companies from across the country.
Furthermore, never before had a Turespaña conference been held over four consecutive days with agents from five Australian states, reflecting a clear commitment to bringing the diversity of Spain’s offerings to the entire Australian professional ecosystem and to steadily strengthening Spain’s presence in this strategic market.
These conferences, organised by the Spanish Tourist Board in Singapore, will facilitate the meeting of Spanish supply with Australian demand in a series of B2B meetings, product presentations and networking events designed to expand opportunities for collaboration and strengthen Spain’s position in a high-value market with growing interest in cultural travel, routes through different regions, nature experiences and gastronomic tourism.
A preliminary event for the New Zealand market
As a prelude to the mission to Australia, Turespaña gave a presentation specifically tailored to the New Zealand market on 24 November in Auckland (New Zealand). Sixteen Spanish entities participated in the event—destinations, DMCs, and hotels—holding professional meetings and a working lunch with 30 New Zealand agents.
This initiative aims to strengthen relations with a market with great potential, attracted by distant destinations and immersive cultural and nature experiences.
A busy schedule to connect Spain with the Australian trade
Throughout the conference in Australia, seven professional events will be held in three of Australia’s major cities. Each city will host two complementary formats: in the morning, structured B2B sessions focused on individual meetings with agents and tour operators; and in the afternoon, more dynamic networking events designed to encourage informal exchanges, networking and product presentations in a relaxed atmosphere. In addition, a breakfast meeting with specialised media outlets will be held in Sydney, at which Turespaña will provide information about its new marketing campaign, aligned with the principles of sustainability, diversification and quality set out in Spain’s 2030 Sustainable Tourism Strategy, thereby reinforcing Spain’s institutional visibility and strategic positioning in the Australian market.
Australia and New Zealand, markets of high strategic value for Spain: authenticity, emotion and diversity
In 2024, Spain welcomed a total of 669,437 Australian travellers, a market that stands out for its high added value, with an average spend per trip of around €3,500. In 2025, Spain continues to consolidate its position as a leading destination for Australian travellers. As of September this year, 520,574 Australian tourists have visited our country, a figure slightly lower than that recorded in the first nine months of 2024 (536,000 travellers). However, over the last year, this market has shown a positive trend in spending and experience, with average spending exceeding €3,750 per trip and longer stays, placing Australia among the highest-value source markets for our country.
Australian and New Zealand travellers also show a strong predisposition towards slow travel, discovering less crowded destinations and exploring regions beyond the traditional icons, making them travellers with a profile of great interest to Spain. Among the main motivations for Australians and New Zealanders to visit Spain are culture, gastronomy and lifestyle.
The Director General of Turespaña, Miguel Sanz, emphasises that travellers from Australia and New Zealand are ‘high-value tourists, with an average spend higher than other international visitors, a cultural profile and who seek less crowded destinations, authentic experiences and contact with local life’.
According to the Turespaña Winter Trends Report for the Australian market, despite the global context, interest in Europe —and especially Spain— remains very positive, with sharp increases in flight searches and a clear trend towards advance planning. Looking ahead to winter 2025/2026, demand is expected to remain stable but more selective, driven by travellers seeking longer stays, authentic experiences and sustainable options, while valuing the safety, quality and cultural appeal of Mediterranean destinations. Spain is thus among the preferred choices for Australian travellers on long-haul trips.
For Marta Fernandez, Turespaña’s Tourism Councillor in Singapore, ‘Australian and New Zealand tourists are genuinely attracted to our way of life, our conviviality and our hospitality. España es un destino de destinos, y debemos comunicar esa riqueza territorial‘. She emphasises that Spain must be differentiated from its European competitors through its authenticity and diversity. ‘Geographical distance should not be seen as an obstacle, and our goal is for Spain to be the most exciting part of your trip to Europe,’ the minister stresses.
About the SPANISH TOURISM INSTITUTE (TURESPAÑA)
TURESPAÑA is an autonomous body under the Ministry of Industry and Tourism, through the Secretary of State for Tourism, whose objectives are to maintain and strengthen Spain’s leading position as a global tourist destination; contribute to improving the competitiveness and resilience of the Spanish tourism sector, and to consolidating a tourism model based on economic, social and environmental sustainability through the efficient management of international tourist demand.
Source: TURESPAÑA