The General Directorate of Tourism has engaged in professional meetings this week in Bilbao and Madrid to strengthen the promotion of Extremadura as a tourist destination within the national market. In Bilbao, the CEAV Protur 2026 meeting was held, organised by the Spanish Confederation of Travel Agencies (CEAV). This event, which took place on 29 October, gathered around a hundred agencies, tourism companies, and destinations from across Spain, aiming to generate new business opportunities. Extremadura had its own promotional space to provide information and assistance to the attending professionals.
Since 2024, the General Directorate of Tourism has participated in these meetings to promote Extremadura's tourism offerings among professionals from autonomous communities such as Castilla y León, Andalucía, and Galicia. Earlier this year, in May, the region was present at a meeting in A Coruña.
Additionally, in Madrid, the General Directorate of Tourism took part in the 'Coming Up! 2026 and Sinergias SIE' meeting, organised by 'SIE, Spain is Excellence', an entity specialised in the premium segment. This event, held on 26 October, featured talks and round tables on trends and innovation in high-end tourism, as well as a contracting fair where meetings were held with travel agencies associated with this exclusive label.
The participation in this event aligns with the agreement that the General Directorate of Tourism maintains with 'SIE, Spain is Excellence' to promote excellence tourism in Extremadura. Thanks to this collaboration, various initiatives have been undertaken, including the publication of a guide to exceptional tourism services in Extremadura, familiarisation trips for international agents, and participation in a specialised commercial mission in Brazil and Argentina, with a new edition planned in Texas, USA, in November this year.
