Strategic meetings in key markets to position Spain as a leader in sustainable tourism

Spain Talks, Turespaña’s initiative to promote sustainable tourism, has consolidated its success following its first edition in 2024. These professional meetings, designed as forums for debate in the main outbound markets, have brought together more than 500 experts from the sector with a clear objective: to reinforce Spain's commitment to sustainability and attract a more responsible traveler. This dialogue will reach new markets in 2025.

A space for exchange and innovation

The Spain Talks have offered up a stage to discuss the challenges and opportunities of sustainable tourism, addressing key issues such as accessibility, mobility, impact on the local community, circularity, and deseasonalization. They have also served to highlight the work of Spanish destinations and companies committed to a more balanced and responsible tourism model. "Our assessment of the first edition of the Spain Talks is very positive, especially when it comes to the quality of the programs proposed, taking into account the particularities of each market and the topics that generate the greatest interest and media impact. This contributes to positioning Spain as a destination committed to sustainability," explains Bárbara Couto, Deputy Assistant Director of Marketing and head of sustainability at Turespaña.

Spain Talks hosted in New York on September 25, 2024 © Turespaña

In 2024, destinations such as Asturias, Gran Canaria, Lanzarote, Mallorca, and both the city and region of Valencia have led the way, demonstrating their progress in sustainability and strengthening their positioning in international markets.

A global impact with strategic partners

Turespaña has taken the promotion of Spain Talks to a global audience through LinkedIn, Twitter, and the Turespaña.es website, in addition to obtaining the support of the international news platform Skift, through which three articles have been published highlighting Spain's sustainability strategy.

Spain Talks 2025: more markets, more impact

In 2025, Turespaña will expand the scope of Spain Talks by adding new markets such as Canada, Colombia, and the United Arab Emirates, in addition to strengthening its presence in Europe and North America, expanding the list to 10 target destinations: LATAM, London, Rome, Paris, Berlin, Copenhagen, Boston, Toronto, Dublin, and Abu Dhabi. "In 2025 we are going to continue working along these lines, seeking to attract a quality, high-value and conscientious tourist who generates a positive impact on our country," explains Bárbara. With this initiative, Spain reaffirms its leadership in the transformation of tourism, opting for a more sustainable and competitive model, aligned with the new demands of the international traveler.