In an effort to boost tourism from the United Kingdom, the Junta de Extremadura is participating in the World Travel Market (WTM) in London, where it is engaging with over twenty travel agents, media representatives, and content creators. The WTM is a significant global event in the tourism sector, which the General Directorate of Tourism has attended for many years.
Extremadura has its own space within the Turespaña stand, providing information on nature, heritage, cities, rural tourism, cultural events, and accommodation options. The tourism agenda includes meetings with agencies and tour operators focused on various products, such as luxury travel, educational trips, hiking and cycling routes, wine tourism, and wildlife observation in natural settings. Additionally, the region has held discussions with specialised press and travel content creators.
The United Kingdom ranks as the third-largest source of international tourists to Extremadura, following Portugal and France. In 2025, according to the National Institute of Statistics (INE), 30,621 British visitors stayed in the region, generating 58,070 overnight stays. The preferred accommodations for British tourists were hotels, with 30,860 stays, followed by campsites (10,930) and rural establishments (10,865).
The General Directorate of Tourism and Turespaña are collaborating to promote Extremadura in the UK through initiatives such as participation in fairs and events, organising press trips and tours for operators, and disseminating information about Extremadura's resources on social media and in the press. The London fair concludes on Thursday, 5 November, featuring representation from 180 countries and attendance from over 46,000 professionals.
