Cáceres | 07 October 2025 - 09 October 2025
5th Turespaña Convention in Cáceres, 2025
Transformative experiences: building the best tourismThe 5th Turespaña Convention was held in the city of Cáceres from 7 to 9 October 2025.The central theme of this fifth edition was experience-based tourism and its potential to create a more sustainable and diverse tourism model that offers greater added value for visitors and tourist destinations, as well as to promote new approaches to tourism management and development that contribute to the tourism industry’s economic, social and environmental sustainability.
Download the programme for the 5th Turespaña Convention 2025 (PDF)
Sessions
Opening. Institutional Opening
8 October 2025
Presentation – The Tourist Experience
8 October 2025
Round table. Tourism and public policy: A cross-cutting perspective
8 October 2025
Paradores: (the heart of the journey lies in the experience)
8 October 2025
Round table. Creating Tourist Experiences
8 October 2025
Presentation. Spain’s Tourism Strategy 2030: (Caring for the Future)
8 October 2025
Round table. Marketing of tourist experiences
8 October 2025
Dialogue. The future of connectivity development in Spain
8 October 2025
Presentation of Turespaña’s 2026 Operational Plan
8 October 2025
Presentation of Turespaña’s marketing strategy
8 October 2025
Presentation. Projects for the generation and dissemination of tourism knowledge
8 October 2025
Round table. Strategic Markets: United Kingdom, USA, Germany and France
8 October 2025
Round table. Key markets: Australia and New Zealand, the Middle East and Canada
8 October 2025
Market Presentation: Focus on India
8 October 2025
Presentation. Extraordinary Extremadura
9 October 2025
Round table. From destination promotion to experiences
9 October 2025
International case study: How do they do it in other destinations?
9 October 2025
Round table. Artificial Intelligence: enhancing the traveller’s experience
9 October 2025
Presentation. Spain is (Much) More – Turespaña Road Trips
9 October 2025
Round table. Events and experience generation
9 October 2025
Round table. Inland Tourism: a pending challenge
9 October 2025
Case study: The Essence of Seville – MasterCard, Seville, Bank of China
9 October 2025
Presentation of the Fifth Turespaña Convention
9 October 2025
Closure of the Fifth Turespaña Convention
9 October 2025
Summary of the event
5th Turespaña Convention - Conference summary
5th Turespaña Convention – Summary of the first day
7 October
5th Turespaña Convention – Summary of the second day
8 October
5th Turespaña Convention – Summary of the third day
9 October
Interviews
Carlos Ruiz González
Councillor for Tourism, Abu Dhabi
Álvaro Blanco Volmer
Councillor for Tourism, Berlin
Beatriz Marco Arce
Councillor for Tourism, Brussels
Ignacio Jiménez Rodríguez
Councillor for Tourism, Copenhagen
Laura Pena Alberdi
Councillor for Tourism, Dublin
Milagros Montes López
Councillor for Tourism, Stockholm
Julio Enrique Jiménez Novella
Councillor for Tourism, Helsinki
Félix de Paz García
Councillor for Tourism, The Hague
Elvira Marcos Salazar
Councillor for Tourism, Miami
Raúl Castro Cano
Councillor for Tourism, Berlin
Pedro Medina Asensio
Councillor for Tourism, London
José Miguel Machimbarrena
Councillor for Tourism, Mexico
Blanca Pérez-Sauquillo López
Councillor for Tourism, Milan
María Elena Orland Palazuelos
Councillor for Tourism, Mumbai
Magí Castelltort Claramunt
Councillor for Tourism, New York
María José Gómez Gómez
Councillor for Tourism, Paris
Jorge Rubio Navarre
Councillor for Tourism, Beijing
Miguel Nieto-Sandoval Sansegundo
Councillor for Tourism, São Paulo
Marta Fernández Martín
Tourism Department in Singapore
Enrique Eduardo Ruiz de Lera
Concillor for Tourism, Tokyo
María Isabel Martín Benítez
Tourism Department in Toronto
Marta Crespo Calzada
Councillor for Tourism, Warsaw
Inmaculada Aguado-Muñoz Ramírez
Councillor for Tourism, Vienna
Francisco Javier Piñanes Leal
Councillor for Tourism, Zurich
Partners
