The director general of Turespaña, Miguel Sanz, and Zaragoza City Council’s tourism councillor, Sara Fernández, presented the programme for the 6th Turespaña Convention 2026 on Monday. The event will be held in Zaragoza from October 20 to 22 at the Conference Centre. "Thank you very much for choosing Zaragoza, because this is very important to us. We are already looking forward to this key convention for promoting tourism both in Spain and Zaragoza, once the Fiestas del Pilar are over," councillor Fernández said.
The programme prepared by Turespaña for its 6th Turespaña Convention will bring together institutional representatives, international organizations and the main organizations in the tourism sector in Zaragoza. The sessions will address the internationalization of tourism, changes in source markets, business competitiveness and new challenges in tourism marketing, with particular attention to artificial intelligence and the international projection of the Spain brand.
Turespaña will also present its 2026-2028 Framework Action Plan and analyze trends in the main source markets alongside its network of overseas Tourism Offices. In addition, the Convention includes a complementary social programme developed in collaboration with Zaragoza City Council, allowing attendees to discover one of inland Spain’s major heritage capitals.
A KEY MOMENT FOR ZARAGOZA
The Convention also coincides with particularly favorable circumstances for strengthening Zaragoza’s international profile. The city is undergoing a major expansion of its air connectivity, with the restoration of connections to cities such as París, Venecia, Budapest, Varsovia, Praga and Sofía. Another major tourism and cultural milestone in the coming years is also on the horizon: the bicentenary of Francisco de Goya’s death in 2028.
The convergence of these three elements—the Turespaña Convention in 2026, the increase in international air connections from 2027 and Goya’s bicentenary in 2028—thus provides a particularly favorable framework for progressively and jointly developing Zaragoza’s internationalization strategy as a tourism destination.
