Letter from the General Manager of Turespaña

Dear professionals, Spain experiences each summer with a unique energy. But beyond the high season, our country continues evolving to respond to the international travelers of today, seeking ever-more authentic, and more sustainable experiences, in greater connection with the territory. Tourism is entering a new era. Modern travelers increasingly value taking the time to discover destinations calmly, connect with the local culture, enjoy gastronomy, explore diverse landscapes, and share memorable experiences away from the hustle and bustle. The so-called Slow Travel is no longer an emerging trend: it is a new way of understanding travel. Spain is in an exceptional position to lead this transformation. Few destinations offer such a rich combination of cultural heritage, nature, gastronomy, wellness, and hospitality. Today, Spain invites you to explore vineyards and medieval villages in La Rioja or Castile and León; discover landscapes of wild nature and the impressive coast of Green Spain, such as the seaside areas of Cantabria; enjoy gastronomic experiences in Navarre; wander through olive groves, spectacular blooms and World Heritage cities in Extremadura or Andalusia, delighting in the maze of the Jewish Quarter and traditional patios like those found in Cordoba; and explore and enjoy surprising contrasts from the Mediterranean coast to the Pyrenees with routes through the vineyards of Penedès, volcanoes in Olot, the Ebro Delta or the Montserrat mountain range in Catalonia. From coastal towns crossing unique landscapes from the north to the south of the country, you’ll find countless experiences that encourage visitors to travel in a more leisurely and enriching way, enjoying each territory, its identity, and its lifestyle. With this vision, we’ll celebrate the upcoming Turespaña European Markets Reverse Forums in Spain this September—a meeting space bringing together international buyers with the Spanish tourism offering, designed to generate new business opportunities and discover products aligned with the new motivations of the European traveler. We hope to showcase a diverse, authentic, and sustainable Spain; a Spain capable of surprising in any season of the year and offering distinctive experiences with high added value for your clients. We trust that this event will allow us to continue working together to strengthen Spain’s positioning as one of the most attractive and competitive tourist destinations in the world. It will be a pleasure to meet many of you at this upcoming edition. I wish you an excellent end to the summer, and an autumn season packed full of new opportunities. Kind regards, Miguel Sanz