The Spanish Institute of Tourism (Turespaña), an agency under the Ministry of Industry and Tourism, has selected Zaragoza as the host city of the VI Turespaña Convention in 2026. The decision follows a proposal submitted by Zaragoza Turismo, supported by the city’s tourism sector, and deemed by Turespaña to be comprehensive and well-prepared.
The Turespaña Convention is held annually as a forum for information exchange and collective reflection on the strategic objectives of the national tourism body. It aims to align international tourism marketing with Spain’s regional destinations and private sector stakeholders, while also sharing market intelligence and best practices across the industry.
Convention Objectives and Focus
According to Turespaña, the convention seeks to create a space for collaboration and joint planning between the agency, its tourism counselors, Spanish destinations, and the business sector. Goals include strengthening cooperation mechanisms for marketing, showcasing trends and private sector initiatives, and supporting policy development across different levels of government.
The Zaragoza convention will emphasize sustainability as part of its official program. Plans include calculating the event’s carbon footprint and planting a “Forest of the VI Turespaña Convention” as a symbolic and practical measure to offset emissions.
Strategic Choice of Zaragoza
This marks the second consecutive time an inland city will host the convention, following the 2025 edition in Cáceres. The decision reflects Turespaña’s Strategic Marketing Plan, which prioritizes promoting inland and nature-based destinations alongside Spain’s more established coastal offerings.
Turespaña described Zaragoza’s bid as “solid and complete,” highlighting the city’s capacity to host a high-level national event and its commitment to advancing sustainability. The official presentation of Zaragoza as the next host city will take place during the closing session of the V Turespaña Convention in Cáceres in 2025.
Strengthening Spain’s Tourism Leadership
Spain continues to reinforce its position as a global leader in tourism by investing in platforms for collaboration between public institutions and private enterprises. By rotating convention venues, Turespaña aims to showcase a wider range of Spanish destinations, demonstrating the diversity of its tourism offer and supporting balanced territorial promotion.
The 2026 convention in Zaragoza is expected to bring together national and international stakeholders, aligning efforts to address new trends and challenges in global tourism while consolidating Spain’s competitive advantage in the sector.
