Dear tourism industry professionals, From October 19 to 25, 2025, we are launching a new initiative that reflects Turespaña’s firm commitment to a more sustainable, authentic, and experiential tourism model: the Spain is (much) more project.

For the first time, international journalists and influencers from six key markets; the United Kingdom, France, Germany, Italy, the United States, Canada, and Latin America, will simultaneously explore the heart of Spain on six routes that strike the perfect balance between nature, culture, gastronomy, and slow experiences. This collective initiative, fostered by Turespaña in collaboration with Paradores de Turismo, the ten autonomous communities participating in this edition, and a number of towns/villages, strives to unearth an off-the-beaten-track, lesser-known, and truly inspiring Spain. The six routes, spanning ten Spanish regions and focusing on small inland towns and villages, many of which are part of The Most Beautiful Villages in Spain network, seek to immerse participants in the soul of our destinations: strolls in the heart of nature, getting a glimpse into how artisans work, show cooking, historical trails, not to mention sensory experiences that go far beyond what the eye can see. It offers a slower, more mindful way to travel, forging a deep connection with the local region. The project will finish off with a de-brief gathering between all six groups at the Parador de La Granja de San Ildefonso in Segovia, where participants will be given the opportunity to share their experiences and insights. This symbolic gathering will highlight the richness of our country and the transformative power of a tourism model that focuses on the local, the emotional, and the authentic. Spain is (much) more has been conceived as an ever-evolving platform to showcase the best of Spain’s inland tourism on the international stage, as well as giving professionals from source markets the opportunity to rediscover the exhilarating side of Spain in a new light. Kind regards, Miguel SanzDirector General of TURESPAÑA