Istanbul hosted the inaugural day of “Merhaba İspanya”, the first Direct Tourism Workshops organized by Turespaña in Türkiye, bringing together 31 Spanish entities, including destinations and companies, over 130 Turkish agencies and five airlines. The Spanish delegation began its agenda with a comprehensive presentation on the Turkish market, analysing its main trends, the strong growth in air connectivity —with more than 1.5 million seats per year between both countries— and the business opportunities this context offers for Spanish destinations. This session was led by the Tourism Counsellor in Rome and head of the Turkish market, Gonzalo Ceballos, together with communication expert Haymi Behar, who provided a detailed overview of both the evolution of Turkish travellers to Spain and the media landscape, with special focus on tourism-specialised media, social networks and new forms of tourism communication in Türkiye. The day concluded with an official reception hosted by the Ambassador of Spain to Türkiye, Ms Cristina Latorre, which was attended by representatives of airlines, specialised media and tourism influencers, consolidating a key networking and exchange platform among the main stakeholders in the market.