The VI Convention of Turespaña has brought together at the Congress Palace of Zaragoza more than 500 professionals linked to tourism, including institutional representatives, destinations, companies, sector associations, and national and international specialists, with international tourism as the great challenge and central theme of this edition.
The official opening, held this Wednesday, was attended by the Minister of Industry and Tourism, Jordi Hereu; the President of the Government of Aragon, Jorge Azcón; the Mayor of Zaragoza, Natalia Chueca; the Secretary-General of UN Tourism, Shaikha Alnuwais; and the CEO of the World Travel and Tourism Council (WTTC), Gloria Guevara.
The meeting, driven by the Institute of Tourism of Spain (Turespaña), an autonomous body dependent on the Ministry of Industry and Tourism, and organized together with the City Council of Zaragoza, addresses in its sixth edition the transformation of the Spanish tourism model, changes in the source markets, the role of artificial intelligence, and new formulas for promotion and marketing. All of this is articulated under the slogan "Do You Speak Global? International tourism as a lever for transformation."
"We start from important figures," said the Minister of Industry and Tourism, Jordi Hereu, who recalled that until August Spain has received 70 million international tourists and "spending is growing more than volume," so "we are on a good path."
"We have reached 100 billion by August in contribution of international tourism to the Spanish economy and the most important thing is that 3,093,000 workers are dedicated to tourism," added Hereu.
The minister has defended a tourism policy focused on managing demand and not on "doing what was done for many decades, which was to come in any way, at any time, for any motivation," but on "intentionally selecting who, how, why, and when one wants to come to Spain. In this, the supply has much to express."
Aragon and its bet on international tourism
During his intervention, Jorge Azcón has claimed Aragón as "a community in the interior of Spain that also has much to offer to the international tourist" and has emphasized that the "success" achieved by the region in recent years "is generating more economic activity, more employment, and more development," although he has warned that "we must be able to manage that growth sustainably."
The Aragonese president has recalled that the community received 4,070,000 travelers in 2025, of which about 680,000 were international, compared to the 4,020,000 registered the previous year, thus consolidating the threshold of four million visitors.
As he has detailed, this tourist flow generates an economic impact that exceeds 4.1 billion euros, around 10.7% of the regional GDP, and supports 67,000 direct and indirect jobs.
Azcón has cited the Pirineos Plan as an example of this strategy, which foresees an investment of 90 million euros in the coming years, as well as the management of the Next Generation funds aimed at tourism sustainability plans, "with really spectacular results" and a total investment of 85 million, whose execution has reached 99.27%.
The head of the regional government has also referred to the more than 30 air connections with 15 countries planned for 2027, with the goal of exceeding 1.3 million annual travelers and "that will facilitate the arrival of visitors, improve access to our markets, and strengthen Aragón's capacity to attract that international tourist."
He has pointed out 2028 as "an extraordinary opportunity to project Aragón to the world with the commemoration of the Bicentennial of Goya's death."
Azcón has wanted to focus on the housing problem, which he considers "one of the main obstacles to being able to hire workers and for many people to develop their life project in our municipalities with significant tourist weight."
In this regard, he has proposed: "We can attract visitors, open hotels, expand the range of activities, fill restaurants, ensure that our ski resorts continue to have excellent seasons, but where do the people who work in the tourism sector live?" In response, he has mentioned the program "More Housing, Better Tourism," aimed at promoting housing in those municipalities where the tourism industry has greater relevance.
"Tourism offers Aragón a great opportunity and, in turn, Aragón has heritage, nature, culture, and talent," emphasized the regional president, who has committed to "accompanying in that effort the investments, infrastructures, and policies so that they respond to real needs."
The tourism strategy of Zaragoza capital
For her part, Natalia Chueca has defended the tourism roadmap of the Zaragoza City Council, which has allowed reaching historic visitor numbers and consolidating the city as a reference urban destination. In this line, she insisted that the good results "are not the result of chance. It is the result of a clear, ambitious, and rigorous strategy."
She detailed that in 2025 Zaragoza closed the year with more than 2,300,000 overnight stays and an associated economic impact of 700 million euros.
"In the face of seasonality, we respond with a deliberate policy of major events. A culturally planned calendar down to the millimeter as a tool for economic development and urban identity. Zaragoza does not wait for the visitor. Zaragoza provokes the trip," Chueca stated.
The mayor also highlighted the commitment to strengthen international connectivity, recalling the tender, together with the Government of Aragón, for more than 30 air routes with 15 countries by 2027. A strategy that adds to the value of the city's historical and cultural heritage, its gastronomic offer, and events such as Christmas, Holy Week, Zaragoza Luce, or Vive Latino.
"Zaragoza speaks globally. And Zaragoza opens up to the world with determination," concluded Chueca, emphasizing the role of tourism as an economic engine and generator of opportunities.
The CEO of the World Travel and Tourism Council (WTTC), Gloria Guevara, highlighted: "Spain is not only the world champion in football, it is the world champion in tourism and a model to follow because it is a leader in attracting international spending, it is a success story."