- The event, organised in collaboration with the tour operator Europlayas, brought together more than 250 professionals and was attended by 25 representatives from destinations and companies in Aragon.
- The event highlighted the partnership between the two organisations, aimed at turning the region’s attractions into specific, marketable packages for travel agencies.
The Government of Aragon, through the Department of the Environment and Tourism and the Directorate-General for Tourism and Hospitality, held a trade event yesterday, Wednesday, in Madrid, in collaboration with the tour operator Europlayas, as part of the ‘Aragon, the place to experience it all’ campaign. The initiative, which builds on the collaboration between the two organisations, aims to showcase the diversity of tourist experiences in Zaragoza, Huesca and Teruel to the travel agency sector through specific proposals.
The event brought together more than 250 participants, including travel agents, tourism professionals and representatives from the specialist media. The day began with a workshop in which 25 representatives of Aragon’s tourism sector — destinations, industry associations, theme parks, hotels and incoming tour operators — presented their proposals to professionals from Madrid, featuring experiences linked to nature, culture, gastronomy, rural tourism, winter sports and wellness. During this session, a stamp passport encouraged attendees to visit the various stands and subsequently take part in a prize draw.
Following the professional meeting, the event moved to the ABC Sky terrace. There, institutional presentations and updates on the destination’s marketing initiatives were interspersed with performances by Teatro Indigesto, which added a touch of humour and audience interaction. The day concluded with a tasting of Aragonese products and wines and a prize draw for holidays and tourist experiences amongst the participants.
Representing the Government of Aragon was María Nogueras Edo, Director-General for Tourism and Hospitality, alongside the Aragon Tourism team and industry representatives. Europlayas was represented by its Director-General, Juan Barjau, and the team from the Madrid office.
A year-round destination
María Nogueras highlighted that Aragón is presenting a “diverse and authentic” tourism offering in Madrid, which brings together “millennia of history, extraordinary landscapes, gastronomic excellence, tradition and a rich spiritual and religious heritage”.
The Director-General emphasised the importance of collaboration with the sector to promote this offering to domestic markets and generate new marketing opportunities. She also highlighted Aragón’s ability to attract visitors all year round, with offerings ranging from nature, culture and gastronomy to snow, heritage and spa tourism.
For his part, Juan Barjau, Managing Director of Europlayas, expressed special thanks to the travel agents for their participation in the meeting and highlighted the value of the partnership with the destination: “Our collaboration with Turismo de Aragón is based on a firm belief: promoting the destination becomes more effective when it translates into a tourism product that agencies can recommend and market. Through experiential getaways and winter sports offerings, we bring Aragón closer to travellers all year round. And, at the same time, we are exploring new opportunities, such as spa tourism, which can enrich the offering in the future”.
Madrid, a priority market
The Community of Madrid is one of the main source markets for visitors to Aragón. According to data from the National Statistics Institute (INE), in 2025 tourists from Madrid accounted for a total of 1,224,546 overnight stays in tourist accommodation in Aragón, representing 17.28 per cent of the total for domestic tourists, including Aragonese residents themselves.
About EUROPLAYAS
Europlayas is an independent, multi-product tour operator, 100% B2B, with over 50 years’ experience. It markets its products exclusively through travel agencies and combines product, distribution, technology, a sales network and promotional capabilities, whilst also developing promotional and marketing projects in collaboration with destinations, public authorities and tourism partners.
Source: MUNKA Comunicación