Letter from the General Manager of Turespaña

We present the 2026-2028 Operational Framework Plan, a roadmap to reinforcing Spain’s international positioning as a destination that combines quality, innovation, sustainability and diverse experiences.

Dear professionals: Spain is more than just a destination. It is a feeling, an emotion that millions of travellers wish to discover, live and experience again. In a constantly changing world, travellers seek authentic experiences, genuine connections and memories that endure beyond the trip itself. And it is precisely here that Spain has an extraordinary opportunity to continue making a difference. At Turespaña, we want to lead this new phase of tourism. It is with this ambition that the Operational Framework Plan 2026-2028 was born: a roadmap to reinforcing Spain’s international positioning as a destination that combines quality, sustainability, innovation and diverse experiences. A plan that transforms the vision of the Spain Tourism Strategy 2030 into concrete actions, committing to generating more value than volume and to growth that benefits travellers, destinations and local communities. Spain is experiencing an exceptional moment. An increasingly diverse offer is only adding to the strength of our most renowned destinations: places waiting to discovered, moving cultural concepts, exceptional culinary experiences and natural environments capable of surprising even the most seasoned traveller. Our mission is to connect all this wealth with the right audience, at the right time, and through the most effective channels. To achieve this, we promote smarter international marketing based on market knowledge, data analysis and digital innovation. We aim to continue strengthening Spain’s image as a dynamic, relevant destination capable of reinventing itself without losing its essence. But if there is one thing that has made Spain a global tourism powerhouse, it is our ability to work together. The success of our model is the result of collaboration between institutions, destinations, companies and professionals around the world. An alliance that will remain our greatest fortitude. Thank you for accompanying us on this journey. We want to continue building shared projects, exchanging knowledge and generating opportunities that add value to the entire sector. Because when Spain grows as a destination, those who place their trust in it and make it possible every day grow too. With your trust and collaboration, we will continue building a more inspiring, sustainable and competitive Spain. A Spain that is a global benchmark not only due to the number of visitors it receives but also due to the quality of experiences it offers and the positive impact it has on those who visit. Because Spain is not just visited: it is lived, shared and remembered. Best regards, Miguel Sanz