Published on
September 1, 2025
In a major announcement, Zaragoza has been chosen as the host city for the prestigious VI Turespaña Convention in 2026. This important event, organised by the Spanish Institute of Tourism (Turespaña), will take place with support from the Ministry of Industry, Trade, and Tourism. The selection of Zaragoza highlights the city’s increasing importance in national tourism. It also shows Spain’s dedication to promoting sustainability and innovation in its tourism sector.
What is the Turespaña Convention?
The Turespaña Convention is an annual gathering designed to bring together the country’s tourism leaders, government officials, industry professionals, and stakeholders from both the public and private sectors. This forum serves as a platform for the exchange of ideas and strategic insights on Spain’s tourism policy. The convention’s primary objective is to align international tourism marketing with Spain’s regional destinations and strengthen collaboration between national tourism agencies and private businesses in the sector.
The Turespaña Convention provides a comprehensive overview of Spain’s tourism sector, showcasing key trends, strategies, and initiatives aimed at maintaining Spain’s competitive edge in the global tourism market. Each year, the convention rotates its venue to different cities across Spain, allowing for a diverse range of destinations to be featured and promoted.
Zaragoza’s Selection as the Host City
Zaragoza’s selection as the host city for the 2026 Turespaña Convention is a result of a comprehensive bid process led by Zaragoza Turismo. The city’s tourism sector played a critical role in securing the convention, showcasing its readiness and capability to host such a high-profile event. Turespaña acknowledged Zaragoza’s solid proposal, which not only met logistical and organisational requirements but also emphasised sustainability—an increasingly important theme in modern tourism.
This marks the second consecutive year that an inland Spanish city has been chosen to host the event. In 2025, Cáceres, a city known for its rich history and natural beauty, will hold the convention. Zaragoza’s selection further reflects Turespaña’s evolving strategy of highlighting the diverse tourism offerings of inland Spain. While coastal destinations remain a core focus, promoting rural and inland locations has become a central goal of Turespaña’s marketing plan. Zaragoza, with its unique blend of history, culture, and modern infrastructure, is the perfect candidate to represent Spain’s inland tourism potential.
The Strategic Importance of Zaragoza
Zaragoza, the capital of the Aragon region, is a city that blends historical significance with contemporary flair. Known for its stunning landmarks, such as the Basilica del Pilar, the Aljafería Palace, and the Ebro River, Zaragoza offers visitors a captivating mix of culture, art, and heritage. The city is also recognised for its innovative approach to tourism, making it an ideal backdrop for a convention centred around future trends in the sector.
The city’s commitment to sustainability was another key factor in its selection. As global tourism continues to face increasing pressure to become more eco-friendly, Zaragoza has embraced sustainable practices across various sectors, including transportation, infrastructure, and event planning. Hosting the 2026 Turespaña Convention gives Zaragoza the opportunity to showcase these efforts to a global audience and further cement its reputation as a forward-thinking city in terms of sustainable tourism development.
Sustainability at the Heart of the Convention
Sustainability will be a central theme at the 2026 Turespaña Convention. As part of its official programme, Zaragoza will make a concerted effort to reduce the environmental impact of the event. This will include calculating the carbon footprint of the convention and taking steps to offset emissions. A significant and symbolic gesture of this sustainability commitment will be the creation of the “Forest of the VI Turespaña Convention”. This initiative will involve the planting of trees to compensate for the event’s carbon emissions, aligning with Spain’s broader efforts to integrate environmental consciousness into tourism.
By focusing on sustainability, the convention will also provide an opportunity to highlight the role of the private sector in driving positive change. Many businesses in Spain are already incorporating sustainable practices into their operations, from eco-friendly hotels to tour operators promoting responsible travel. The 2026 Turespaña Convention will serve as a platform for these businesses to share best practices, innovative solutions, and case studies that showcase how sustainability can be incorporated into tourism without sacrificing quality or experience.
The Broader Implications for Spain’s Tourism Strategy
The decision to hold the Turespaña Convention in Zaragoza is also in line with Turespaña’s long-term strategy of promoting a more balanced approach to tourism across Spain. Traditionally, Spain’s tourism industry has been concentrated in coastal regions, with popular destinations like Barcelona, Madrid, and the Balearic Islands drawing the majority of international visitors. However, Turespaña recognises the potential of inland and rural Spain to attract tourists seeking authentic, off-the-beaten-path experiences.
By rotating convention venues, Turespaña ensures that a broader spectrum of Spain’s diverse regions is showcased. Zaragoza’s selection highlights the importance of promoting regional destinations that may not be as well-known on the international stage but offer rich cultural, historical, and natural attractions. The convention will not only bring attention to Zaragoza but also to the broader Aragon region, which boasts impressive landscapes, mediaeval towns, and world-class cuisine.
Strengthening Public-Private Partnerships
Another key objective of the Turespaña Convention is to strengthen public-private partnerships within the tourism sector. The collaboration between local tourism boards, national agencies, and private enterprises is essential for driving innovation, improving services, and expanding Spain’s tourism offerings. The convention serves as a unique opportunity for these stakeholders to come together, exchange ideas, and plan for the future.
Zaragoza’s bid to host the 2026 event was supported by both public institutions and private businesses in the city. This collaboration ensures that the convention will be well-organised and that all relevant parties are involved in shaping the discussions and outcomes. Furthermore, the event will provide an opportunity to showcase Zaragoza’s thriving tourism infrastructure and highlight the role of the private sector in shaping the city’s tourism future.
Looking Ahead: A Landmark Event for Spain
The 2026 Turespaña Convention will be a landmark event for Zaragoza and the Spanish tourism industry as a whole. By hosting this prestigious event, Zaragoza will have the chance to position itself as a leading destination for both international and domestic travellers. Moreover, the focus on sustainability and innovation will help to further Spain’s position as a global leader in tourism, ensuring that the sector continues to evolve in a responsible and forward-thinking manner.
Zaragoza’s role as the host city of the 2026 Turespaña Convention will undoubtedly have long-lasting effects on the city’s tourism profile, bringing international attention and reinforcing its status as a hub of culture, sustainability, and innovation.
Conclusion
Zaragoza’s choice as the host city for the 2026 Turespaña Convention marks an important milestone in Spain’s tourism strategy. The convention emphasises sustainability and regional promotion. It will offer a space for collaboration, sharing knowledge, and driving innovation in the Spanish tourism sector. As the world views Spain as a leader in sustainable tourism, the 2026 Turespaña Convention in Zaragoza will significantly influence the future of tourism in Spain and beyond.
[Image Source: Spain Official Tourism Website]
