Under the slogan "Do You Speak Global? International tourism as a driver of transformation," the convention will address issues including competitiveness, internationalization and new promotional strategies. Participants include organizations such as ABTA, DRV and USTOA, as well as officials from Spain’s tourism offices abroad. The institutional opening will take place this Wednesday, with the expected attendance of Mayor Natalia Chueca; Aragon President Jorge Azcón; Industry and Tourism Minister Jordi Hereu; and representatives of UN Tourism and the World Travel and Tourism Council.
THE ARAGONESE CAPITAL WILL SHOWCASE ITS MAIN HERITAGE ATTRACTIONS
The city will take advantage of the event to showcase some of its main heritage, cultural and gastronomic attractions. The program includes visits to the Aljafería Palace, the two cathedrals and the Goya Museum, as well as a recreation of the Offering of Flowers to the Virgin of the Pillar this Wednesday from 8 p.m. in Plaza del Justicia. Afterwards, participants will tour the historic center accompanied by a jota music procession to the Central Market, where a dinner will be held. On Thursday, the program will conclude with the presentation of the tourism brand "Zaragoza On Fire. The city where everything happens," which the City Council hopes will strengthen the Aragonese capital’s international profile.
The convention comes at a time of tourism growth for Zaragoza, which recorded a record 1,301,981 travelers and 2,275,605 overnight stays in 2025. The expansion of international air connections planned from 2027 onward, along with upcoming sports and cultural events, represents an opportunity to attract new visitors. These include the European Capital of Sport in 2027 and the commemoration of the bicentenary of Francisco de Goya’s death in 2028. The Turespaña event is being held in Zaragoza for the first time, after previously taking place in Cáceres, Tenerife, San Sebastián, Barcelona and Seville.
