The General Directorate of Tourism of Extremadura participated in the 'Spain Travel Experience' event, organised by Turespaña from 9 to 12 November in Málaga. The event brought together 36 tour operators and travel agents from Australia and New Zealand, connecting buyers from both countries with approximately 45 representatives from the Spanish tourism sector.
The aim of these meetings is to highlight the diversity and richness of Spain's tourism offerings, extending beyond the more well-known destinations. In this context, Extremadura has been presented as a sustainable and uncrowded destination, emphasising its cultural heritage, gastronomy, and natural spaces. This combination allows for the provision of 'quiet luxury' experiences, which are increasingly sought after by travellers, focusing on authenticity and personalisation.
Through this initiative, the Junta de Extremadura aims to attract new international travellers from long-distance markets, such as Australia and New Zealand, who are interested in a differentiated and high-quality tourism offer, with significant spending at the destination.
Following the meeting in Málaga, five agents and tour operators will travel to Extremadura from 13 to 16 November to experience the region's tourism offerings tailored to the premium segment. The itinerary, organised by the General Directorate of Tourism in collaboration with Turespaña, includes guided tours of the heritage sites in Mérida, Cáceres, and Trujillo, as well as experiences related to wine and ham. During their stay, the professionals will also visit some of the region's most notable hotels, in addition to the Helga de Alvear Museum and Atrio, the only Michelin three-star restaurant in Extremadura.
