The vice president of the Principality of Asturias, Gimena Llamedo, has championed the concept of respeturismo as a model that allows Asturias to gain international prominence while maintaining its identity, protecting its territory, and creating economic opportunities in more municipalities and for longer periods. Llamedo made these remarks in Zaragoza before over 500 professionals from the tourism sector and destination managers attending the VI Turespaña Convention.
Speaking at the roundtable discussion titled Destinations with identity: regional strategies for gaining international relevance, she advocated for a tourism approach based on orderly growth, sustainability, and a balance between economic development, territorial conservation, and the quality of life for local residents.
Also participating in the debate were the regional tourism councillors from Aragón, Luis Francisco Biendicho, and La Rioja, José Luis Pérez Pastor, alongside the councillors from the Canary Islands, Jessica de León, and Navarra, Rebeca Esnaola.
Llamedo noted that Asturias is entering a new phase with unprecedented connectivity, driven by the arrival of high-speed rail and the Principality's air connection strategy, which has doubled direct destinations since 2019 to 30 and surpassed two million passengers at the airport for the first time.
Data further illustrates this growth, with 484,767 international visitors arriving in Asturias from January to August, an 11% increase compared to the same period in 2025, generating 1,047,853 overnight stays, nearly 17% more. Rural tourism also saw a 16% rise, with international stays continuing to increase outside the peak season, showing a 7% increase in January and a 4.5% rise in the first quarter.
According to the vice president, these results demonstrate that it is possible to advance in internationalisation with a strong commitment to quality, de-seasonalisation, and the territorial redistribution of tourism. She reviewed initiatives aimed at regulating the growth of this sector, including the regulation of tourist rental properties, enhanced inspections against illegal offerings, the future municipal tax, and measures to manage visitor influx developed during the summer. These measures included shuttle services that transported over 272,000 people to facilitate access to beaches, towns, and natural spaces.
Llamedo emphasised that one of Asturias' main assets is its unique identity, shaped by a blend of nature, heritage, culture, and gastronomy. She cited examples such as the cider culture, recognised by UNESCO as an intangible cultural heritage of humanity; its mining heritage and industrial legacy; and the collaborative efforts through the España Verde brand to enhance the international promotion of the northern region.
Looking ahead, she asserted that the success of the internationalisation strategy should not be measured solely by visitor numbers but by its ability to generate greater economic activity, more stable employment, and opportunities for rural areas. She recalled that foreign tourist spending rose from €292 million in 2019 to €412 million in 2024, marking a 41% increase. Llamedo concluded, “We want to open Asturias to the world without ceasing to be Asturias.”
