The Asturian government is enhancing its international tourism promotion by participating in the 47th edition of the World Travel Market (WTM), taking place in London until 5 November. Asturias has its own space within the Turespaña pavilion, where it is holding business meetings with operators and media while providing personalised attention to professionals.
Deputy Minister of Tourism, Lara Martínez, attended the event's opening ceremony alongside the Secretary of State for Tourism and President of Turespaña, Rosario Sánchez, and other sector representatives. A minute of silence was observed during the inauguration in memory of the victims of the train accident that occurred on 28 October in Urda, Toledo.
Martínez also met with Manuel de Juan, the director of the Turespaña Office in London, to plan promotional activities for Asturias in the British market for the upcoming year. Additionally, she held discussions with James Smith, the vice president of the travel magazine Wanderlust, which is one of the leading publications in the UK and has a presence in over 120 countries.
The Asturian delegation has designed a busy agenda of meetings with agents and sector representatives to strengthen commercial relationships and explore new business opportunities. The UK ranks as the fourth largest international source of tourists to Asturias. In 2025, over 45,000 British travellers stayed in the region's tourist accommodations, marking a 5.47% increase compared to 2024, according to occupancy surveys conducted by the National Statistics Institute (INE).
Participation in the WTM is part of the promotional activities planned for the British market, to which the Asturian government is dedicating over €500,000 this year. This investment has facilitated Asturias's participation in fairs such as the Global Birdfair, held in Rutland last July, as well as the organisation of trips for journalists and industry professionals.
The presence of Asturias at the WTM reinforces a positioning strategy in the British market that includes campaigns in media outlets such as The Times, National Geographic, and BBC Wildlife. These initiatives are complemented by social media activities and outdoor advertising, including the display of Asturias's image on London taxis and buses this autumn.
The World Travel Market is one of the leading professional tourism fairs globally, featuring over 5,000 exhibitors from more than 180 countries and expecting to surpass 50,000 participants this year.
