Rebeca Esnaola, the regional Minister of Culture, Sport and Tourism, participated in the VI Turespaña Convention held in Zaragoza, focusing on international tourism as a key theme for analysing the transformation of Spain's tourism model, the evolution of source markets, artificial intelligence, and new promotional strategies.
During a round table discussion titled 'Destinations with identity: regional strategies to gain international relevance', Esnaola highlighted that Navarra's tourism statistics reveal a broader appeal beyond the famous Sanfermines festival. The primary motivation for international tourists visiting the region is closely linked to sports, culture, and gastronomy.
According to statistics, the majority of international visitors come from France, Belgium, the Netherlands, Germany, and the United States. These tourists seek exclusive activities such as cycling, mountain sports, trekking, or the Camino de Santiago, combined with cultural and culinary experiences.
Esnaola further noted what sets Navarra apart from other destinations: its diverse landscapes, resources, and experiences, along with its authenticity and lack of overcrowding.
The convention, organised by the Spanish Tourism Institute (Turespaña) in collaboration with the Zaragoza City Council, has gathered over 500 professionals, including representatives from administrations, destinations, businesses, associations, and national and international experts at the Palacio de Congresos.
This year's edition places a significant focus on the evolution of major source markets, featuring representatives from ABTA (United Kingdom), DRV (Germany), and USTOA (United States). The Spanish Chamber of Commerce, CEOE, and Exceltur will discuss the challenges faced by Spanish businesses in their international expansion.
The convention also serves to present new insights into international tourism flow analysis developed by the National Statistics Institute (INE), which is crucial for decision-making, as well as Turespaña's Action Framework Plan for 2026-2028, guiding the organisation's efforts in the coming years.
Additionally, new international promotional and marketing strategies, such as 'Spain is Much More Road Trip. Influence with strategy', will be introduced, highlighting the role of content creators, experiential promotion, and innovative ways to inspire international travellers.
