Spain and Its Islands at World Travel Market 2025: Showcasing the Best of Spanish Tourism for Global Travel Partners

Spain, one of Europe’s most beloved and diverse travel destinations, continues to dominate the global tourism market, drawing millions of visitors each year. At the World Travel Market (WTM) 2025 in London, Spain is set to further showcase its dynamic tourism offerings, highlighting not only its renowned cultural and heritage sites but also lesser-known regions and islands. The Spanish Tourist Office (STO) in the UK is at the forefront of these efforts, spearheading campaigns designed to position Spain as a year-round destination that offers far more than the traditional hotspots.

With a focus on geographical diversification, seasonal tourism, and sustainable travel initiatives, Spain’s tourism strategy for the future is designed to ensure long-term growth. At WTM 2025, attendees can expect to explore a wide range of events and networking opportunities aimed at bolstering Spain’s position as a top-tier global destination.

Here are the key events and opportunities to explore at WTM 2025:

• “Think You Know Spain, Think Again” Campaign: The Spanish Tourist Office encourages travelers to explore lesser-known areas of Spain and second cities that are often overshadowed by popular tourist spots like Barcelona and Madrid.
• Sustainability Focus: The Wanderlust Spain Awards will recognize sustainable tourism practices among Spanish tour operators, highlighting efforts to make travel more eco-friendly and responsible.
• Andalucia’s Cultural Networking Events: From flamenco-inspired fashion shows to informal networking sessions, Andalucia is set to engage tourism professionals and media alike with traditional food, music, and insights into the region’s growth in cultural tourism.
• Balearic Islands’ Cultural Innovation: The Balearic Islands will present a unique cultural tourism experience, with immersive musical performances and discussions on how the islands are embracing avant-garde cultural offerings, including music, theatre, and art.

Spain’s Tourism Strategy for Growth

Spain is strategically expanding its tourism offerings through targeted initiatives to attract a wider range of global visitors. A core focus of Spain’s marketing campaign is to push for geographical and seasonal diversification. This includes promoting regions that may not receive as much attention, such as the interior of Andalucia or the smaller Balearic Islands, in addition to extending the travel season beyond the summer months.

At WTM 2025, Spain’s tourism authorities are also making strides to increase sustainability in the tourism industry. This year’s event will feature the Wanderlust Spain Awards, a ceremony that celebrates the most sustainable tour operators in Spain. By encouraging eco-tourism practices and recognizing those who contribute to sustainable travel, Spain is signaling its commitment to preserving its natural beauty for future generations while supporting tourism growth.

Spain’s Key Tourism Initiatives:

• “Think You Know Spain, Think Again”: A campaign aimed at promoting lesser-known regions and cities for travelers seeking to explore beyond the traditional hotspots.
• Wanderlust Spain Awards: Recognizing sustainable tour operators for their efforts to reduce the environmental impact of travel and promote eco-friendly tourism.
• Andalucia Networking Events: Opportunities for industry professionals to network with regional tourism boards and businesses while enjoying traditional Spanish culture.
• Cultural Innovation in the Balearic Islands: Promoting the islands as avant-garde cultural destinations, with a focus on music, theatre, and art.

Andalucía: Networking and Cultural Events

Andalucia, one of Spain’s most culturally rich regions, will be heavily featured at WTM 2025. With a focus on sustainable tourism and diversifying tourism flows, the region is hosting several events to showcase its offerings. Notably, the Andalucia Networking ‘Afterwork’ event on Tuesday, 4th November, will give attendees a chance to connect with local businesses, tour operators, and journalists. The event will also feature Andalucian cuisine and traditional music, providing a full cultural experience for industry professionals.

Additionally, on Wednesday, 5th November, the Andalucia Tourism Panel Discussion will focus on promoting sustainable tourism and improving connectivity to support the region’s growth. This session will be followed by insights from local tourism officials on how Andalucia is positioning itself as an eco-friendly and culturally rich destination.

Andalucía Events to Look Forward To:

• Networking Afterwork: Informal event with Andalucian businesses and tourism boards, featuring traditional food and music.
• Tourism Panel Discussion: Focus on diversifying tourism flows, sustainable tourism, and enhancing connectivity.

The Balearic Islands: A Cultural Renaissance

The Balearic Islands, famous for their Mediterranean charm, are also making waves in the cultural tourism sector. On Monday, 3rd November, during WTM 2025, the Balearic Islands will host a panel discussion and immersive musical performance, demonstrating the islands’ growing prominence in the cultural tourism market. The evening will include a musical performance by DMasso, a local artist from Mallorca, showcasing how the Balearics are embracing an avant-garde cultural movement that includes music, theater, and art.

The Balearic Islands’ Key Focus:

• Cultural Tourism: Panel discussions on the islands’ rise as a cultural destination with performances and artistic collaborations.
• Immersive Musical Experience: A performance by DMasso, along with visuals from the Joan Miró Foundation, offering a glimpse into the islands’ growing cultural scene.

Menorca: Celebrating Cultural Innovation with “Opening Cultural”

In addition to the events in Andalucia and the Balearic Islands, Menorca, part of the Balearics, is launching a new cultural initiative. The “Opening Cultural” event, set to take place in April 2026, will celebrate the island’s commitment to contemporary art, culture, and sustainable tourism. At WTM 2025, the Menorca Tourism Board will officially unveil this exciting new event, which will help the island gain recognition as a hub for artistic expression and cultural tourism.

Press Conferences and Exclusive Networking Events

Throughout WTM 2025, key Spanish regions will host press conferences to unveil new developments in their tourism sectors. Notable sessions include:

• Palma de Mallorca Tourism Strategy: Presenting its bid to become the European Capital of Culture 2031 and promoting its luxury hospitality offerings.
• Santa Eularia (Ibiza): Highlighting the region’s family-friendly travel offerings and new destination updates during the Santa Eularia Wine O’Clock networking event.

Spain’s presence at WTM 2025 underscores the country’s diverse and thriving tourism sector. From sustainable travel and cultural tourism to luxury experiences and family-friendly offerings, Spain is positioning itself as a destination with something for everyone. The Spanish Tourist Office and regional tourism boards will continue to collaborate with trade partners, media, and industry professionals to promote Spain’s vast potential and ensure its place at the forefront of the global tourism market.