The London Tourist Office once again hosted its flagship tourism event on 21 April 2026, bringing together senior leaders from across the UK travel sector to address the future of sustainable destination management. For the first time, Spain Talks took place at the Spanish Embassy in London, marking a significant milestone and offering a distinguished setting for that year’s conference, which opened with a foreword from the newly appointed Ambassador of Spain to the United Kingdom, Emma Aparici Vázquez de Parga.
CONFERENCES
This year’s conference theme was ‘A Destination Blueprint for Improved Tourism Management’, which guided a series of in-depth discussions analysing how destinations could better anticipate future pressures and implement effective strategies for responsible growth. The panel discussions explored the role of emerging technologies such as AI and Big Data, the national and local development of destination-wide planning frameworks and the ongoing debate around tourism taxation as part of responsible governance. Throughout the afternoon, attendees heard insights from industry specialists and representatives from both UK and Spanish tourism bodies, offering a range of perspectives on the challenges and opportunities shaping the sector’s future. The programme included a keynote address by Dr Xavier Font, Professor of Sustainability Marketing at the University of Surrey, followed by a closing talk from Ade Adepitan, BBC presenter and disability advocate, who reflected on accessibility and inclusion within tourism as part of Spain's ‘Spain for All’ campaign. The conference once again brought together professionals from across the tourism ecosystem, including representatives of sponsoring destinations: Junta de Andalucía and Gran Canaria Tourism Board.
PROGRAM HIGHLIGHTS
12:00 Registration of participants 13:04 Welcome speech from Manuel Butler, Director of the Spanish Tourist Office in London 13:07 Welcome from Emma Aparici Vázquez de Parga, Ambassador of Spain in the UK 13:10 Foreword and Strategy 2030 from Rosario Sánchez Grau, Secretary of State for Tourism 13:20 PANEL 1: HOW AI AND BIG DATA ARE MOVING THE DIAL IN SUSTAINABLE TOURISM – Moderated by Simon Calder, Travel Expert and Broadcaster 14:05 Welcome by destination sponsor Junta de Andalucía 14:35 PANEL 2: A NATIONAL DESTINATION BLUEPRINT FOR SUSTAINABLE TOURISM – Moderated by Richard Hammond, Founder & CEO of Green Traveller 15:30 PANEL 3: A LOCAL DESTINATION BLUEPRINT FOR SUSTAINABLE TOURISM – Moderated by Richard Hammond 16:05 Welcome by second destination sponsor Gran Canaria Tourism Board 16:15 PANEL 4: TOURISM TAXES FOR AND AGAINST – Moderated by Simon Calder 17:40 Registration of media staff and networking event with a welcome drink and canapés 18:20 Award-giving ceremony, in collaboration with Wanderlust 18:50 Spain Talks Media Awards, presented by destination sponsors
AWARDS
Spain Talks 2026 seeks to recognise and commemorate the work of UK media and content creators who promote Spain as an economically, socially, culturally and environmentally sustainable destination. Reflecting the breadth of participating organisations, this year’s awards feature four categories, each acknowledging a distinct contribution to responsible and sustainable development across the industry. Media Award Celebrates outstanding sustainable travel journalism by recognising the Sustainable Travel Feature of Spain of the Year, across print and digital newspapers and magazines. Ambassador Award Honours a UK‑based influencer or content creator whose digital work showcases Spain’s commitment to sustainability, inspiring audiences and encouraging positive change. Experience Award Spotlights exceptional slow‑travel coverage focusing on a single Spanish region, island or city, offering in‑depth discovery and authentic insight into local culture and communities. Business Award Recognises the best travel trade feature on Spain, supporting agents and the travel trade in understanding the country’s sustainable tourism offering. Together, these awards reaffirm the strong ties between the United Kingdom and Spain, highlighting shared efforts to advance responsible tourism and deepen appreciation of Spain’s sustainable visitor proposition.
- MEDIA AWARDS (Consumer Print/Online – All) - WINNER: Teresa Machan – Conservation, food and local culture on Gran Canaria (Green Traveller Media)- HIGHLY COMMENDED: Norman Miller – What Santiago’s Many ‘Camino’ Pilgrims Often Miss (BBC Travel)
- AMBASSADOR AWARDS (Content Creator) - WINNER: Amanda O’Brien – Social campaign ‘Spain is Much More’ (@theboutiqueadventurer)- HIGHLY COMMENDED: Vanessa Ball – How to Explore Sierra Norte de Sevilla: Life Beyond Andalucia’s Capital (She Wanders Miles)
- >EXPERIENCE AWARDS (Consumer Print/Online – Specific Region, Island or City) - WINNER: Eddi Fiegel – Exploring Melilla, the Spanish exclave on the north-west coast of Africa (Wanderlust)-WINNER: Fiona Dunlop – Show us your mussels! A mouthwatering trip to Vigo, Spain’s seafood capital (The Guardian)- HIGHLY COMMENDED: Ross Clarke – Land of Lava (Postcards Magazine)
- BUSINESS AWARDS (Travel Trade) - WINNER: Emma Dooney – ‘Accessibility is seen as a hassle’ – now one country is on a mission to drive change (TTG Media)- HIGHLY COMMENDED: Simon Britchfield – The Secret Spanish Foodie Haven That Will Leave Clients Hungry for More (TTG Media)
