Letter from the General Manager of Turespaña

The 6th Turespaña Convention has given us the opportunity to share insights, discuss the challenges facing international tourism and strengthen a unified roadmap towards a more innovative, competitive and sustainable industry.

Dear partners and tourism industry professionals, Last October, Zaragoza proudly hosted the successful 6th Turespaña Convention. It was a real privilege to bring together key leaders from Spanish destinations and private sector representatives to share insights, exchange best practices and set shared objectives. Under the theme “Do you speak global? International tourism as a catalyst for transformation”, we reflected on the major challenges that will shape our industry. Throughout these intensive sessions, we examined the tourism strategies of leading international players, the future of global tour operations and the impact of emerging tools such as Artificial Intelligence in marketing. Additionally, this forum saw the unveiling of Turespaña’s new operational plan for 2026–2028. The valuable insights gained from this gathering are already shaping our strategic roadmap. Through our network of Tourism Offices, we will keep delivering the results of this work, offering you full support with the finest professional resources and content to aid your marketing efforts. Thank you for being our indispensable partners in the source markets. Let us continue working together to foster tourism that is ever more innovative, competitive and sustainable. With warm regards, Miguel Sanz Castedo Director General of Turespaña