The event, which runs until October 22, has chosen “Do You Speak Global? International tourism as a lever for transformation” as its theme. The opening ceremony took place in the Mozart Hall of Zaragoza Auditorium, attended by Mayor Natalia Chueca and Industry and Tourism Minister Jordi Hereu. Artist Juanjo Bona provided the musical element with songs including La Magallonera.
Biendicho stressed that Aragón’s diversity is one of its greatest attractions and an opportunity to extend the economic benefits beyond the major cities. The minister advocated a high-quality, year-round and non-mass tourism model that generates activity throughout the year and helps preserve heritage and traditions. Among the region’s attractions, he highlighted the Basilica of Our Lady of the Pillar, the Torreciudad sanctuary and the Monastery of San Juan de la Peña, along with its snow, mountains and natural resources.
On the international front, Aragón received around 680,000 foreign tourists in 2025. The convention has focused on strengthening destinations’ international reach through meetings between public authorities, businesses and Spanish tourism offices abroad. The programme includes bilateral meetings, presentations and round tables on competitiveness, artificial intelligence applied to tourism marketing, sustainability and demand management.
CHUECA: “ZARAGOZA DOESN’T WAIT FOR VISITORS. ZARAGOZA MAKES THEM COME”
The opening ceremony took place in the Mozart Hall of Zaragoza Auditorium, attended by Mayor Natalia Chueca
Chueca, for her part, argued that Zaragoza’s record visitor numbers “are not the result of chance” but of a sustained strategy based on major events to combat seasonality. The mayor recalled the tendering, together with the Government of Aragón, of more than 30 air connections with 15 countries for 2027, and cited Christmas, Holy Week, Zaragoza Luce and the Vive Latino festival among the city’s attractions. “Zaragoza doesn’t wait for visitors. Zaragoza makes them come,” she concluded.
The city council, through Zaragoza Tourism, has prepared a social programme featuring visits to the Aljafería Palace, the two cathedrals and the Goya Museum, as well as gastronomic and Garnacha wine experiences. This afternoon, from 8 p.m., the Flower Offering will be reenacted in Plaza del Justicia, with a route to the Central Market, where a dinner with DUPLA DJ will be held. The city’s participation will conclude on Thursday with the presentation of “Zaragoza On Fire. The city where everything happens”, led by councillor Sara Fernández and Zaragoza Tourism manager José Francisco García.
