- Zaragoza will bring together the key players in the tourism sector to analyse how internationalisation is transforming the Spanish tourism model, the evolution of global demand, and strategies to strengthen Spain’s leadership beyond visitor numbers.
- The event will be attended by the leading tourism associations from key source markets: ABTA (United Kingdom), DRV (Germany) and USTOA (United States), alongside national and international organisations and institutions.
- In addition to institutional representation from the Spanish Government’s Ministry of Industry and Tourism, the Government of Aragon and Zaragoza City Council, senior representatives from UNWTO and the WTTC will also be in attendance.
- Turespaña will present its 2026–2028 Framework Action Plan and share the main tourism trends in priority source markets.
- The leading organisations in the Spanish tourism sector – EXCELTUR, CEOE and the Spanish Chamber of Commerce – will discuss the challenges and opportunities facing businesses as they seek to compete and grow in international markets.
- The National Institute of Statistics (INE) will present the latest developments in measuring international tourism, whilst ICEX, Alimentos de España and Turespaña will explain how they coordinate their efforts to promote the ‘Spain’ brand internationally.
- The programme and registration details are available on the Convention’s official website: https://convencion2026.tourspain.es.
The Director-General of Turespaña, Miguel Sanz, and the Councillor for Tourism at Zaragoza City Council, Sara Fernandez, today presented the programme for the 6th Turespaña 2026 Convention, which will be held in Zaragoza from 20 to 22 October at the city’s Conference Centre.
Under the slogan “Do You Speak Global? International tourism as a lever for transformation”, the Convention will bring together in Zaragoza institutional representatives from public administrations, tourist destinations, businesses, sectoral associations and national and international experts to reflect on the challenges and opportunities that will shape the internationalisation of Spanish tourism in the coming years.
The Director General of Turespaña, Miguel Sanz, emphasised that “the management of international tourism demand is a key element in the transformation of the tourism model. It must contribute to improving environmental, economic and social sustainability, whilst enabling inland destinations, such as Zaragoza, to capitalise on the opportunities offered by international tourism to promote the economic and social development of their regions”.
For her part, Sara Fernández, Councillor for Culture, Education and Tourism at Zaragoza City Council, emphasised that hosting the Convention in Zaragoza “presents an unbeatable opportunity to showcase everything that makes us unique: our two-thousand-year history, our rich heritage, our renowned cuisine and, above all, the nobility and hospitality of the people of Zaragoza”. “We will showcase our rich heritage, our cuisine and the hospitality of our people,” she stated.
This year’s event, in addition to being attended by institutional representatives from the Spanish Government’s Ministry of Industry and Tourism, the Government of Aragon and Zaragoza City Council, will feature as prominent participants the heads of two of the leading international tourism organisations: Shaikha Alnuwais, recently appointed Secretary-General of UNWTO, Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC), and Eduardo Santander, Executive Director of the European Travel Commission (ETC).
An international perspective to tackle the sector’s challenges
The event on 21 October will begin with a first session dedicated to international experiences and strategies, from the perspectives of both public administrations and the business sector. Participants will include the heads of the main travel and tour operator associations from three strategic source markets for Spain: ABTA (United Kingdom), DRV (Germany) and USTOA (United States).
Furthermore, representatives from EXCELTUR, CEOE and the Spanish Chamber of Commerce will analyse the challenges faced by tourism companies in their internationalisation process and discuss the key factors for strengthening the marketing of tourism products and experiences in international markets.
Turespaña will then present its 2026–2028 Framework Action Plan, a strategic roadmap for the coming years, outlining new action programmes, updates on the activities and initiatives the organisation is launching to support the sector, and responsible marketing aimed at attracting specific demand segments, fostering collaboration between destinations and tourism businesses, and promoting tourism experiences that are committed to triple sustainability and encourage responsible enjoyment by visitors at their destination. During the afternoon, one of the most notable new initiatives, “Spain is (Much) More Road Trip”, will be unveiled – a campaign to promote lesser-known or undiscovered destinations. This will be followed by an analysis of trends and outlooks for the main source markets, presented by the network of Spanish Regional Tourism Boards abroad.
Innovation, artificial intelligence and the ‘Spain’ brand
The session on 22 October will focus on the new challenges facing international tourism marketing, with a particular emphasis on the evolution of consumer-focused campaigns and AI.
In addition, representatives from ICEX, Alimentos de España (Ministry of Agriculture, Fisheries and Food) and Turespaña will discuss the coordination of their strategies to strengthen the international profile of the ‘Spain’ brand, creating synergies between the various bodies responsible for overseas promotion, where gastronomy plays a strategic role.
One of the highlights will be the presentation by the National Institute of Statistics (INE), which will outline the main developments in the analysis of international tourist flows by FRONTUR and EGATUR – key information for decision-making by both public authorities and companies in the sector.
The day will continue with two panel discussions dedicated to regional and local tourist destinations, focusing on the importance of building a distinctive identity to compete in an increasingly demanding global environment. Finally, tourist experiences will be presented that help to strengthen the international positioning of these regions and showcase the unique value of Spain’s tourism offering.
Bilateral meetings and social programme in the host city
As in previous years, the Convention will include a day of working meetings on 20 October between Turespaña and its network of regional tourism departments abroad, alongside destinations and tourism companies. These meetings will enable the preparation and coordination of the international initiatives planned for 2027.
Furthermore, the Convention features a complementary social programme, developed in collaboration with Zaragoza City Council, which will enable attendees to discover one of the great heritage capitals of inland Spain. A tour of one of the most fascinating urban destinations, characterised by the convergence of cultures and architectural styles over the centuries (Roman, Mudejar, Renaissance and contemporary), from the exceptional architecture of the Aljafería to the monumental heritage of its historic centre and its main cultural venues.
Registration open
Registration to take part in the 6th Turespaña Convention remains open until 2 October 2026, inclusive.
Full details of the event and the programme can be found on the official Convention website
Source: TURESPAÑA