Zaragoza's presence at London's WTM is part of the city's annual international positioning strategy, sharing the spotlight with leading events such as FITUR in Madrid and ITB Berlin.
The British market is currently strategic for the Aragonese capital. In 2025, the United Kingdom consolidated its position as the fourth-largest source of international visitors to the city, contributing more than 26,000 visitors who generated nearly 44,000 overnight stays. Overall, international tourism already accounts for 29% of all visitors to Zaragoza.
THE STRATEGY
Over the three days of the fair, meetings will be held with travel agencies, tour operators and international media outlets, alongside attendance at specialist presentations on the latest market trends.
This year's promotional strategy will highlight the capital's key differentiating assets: its identity as "the city where everything happens," its valuable legacy as the place "where Goya learned to look," and its recognition as a UNESCO Creative City of Gastronomy. These pillars will lead the promotion of a broad, diverse and high-quality tourism offering.
