Spain's tourism plan turns to overlooked regions

Only 12.7% of international arrivals to Spain in 2025 went to regions outside its main tourist destinations. Now the country wants to bring more travellers their way. Spain’s tourism agency, Turespaña, presented its 2026–2028 plan on Thursday, 22 October 2026, at a convention in Zaragoza, Spain.

Those regions are home to almost a third of Spain’s population. Turespaña plans to promote them abroad and encourage trips outside the peak season. It also wants to improve what established destinations offer and put more emphasis on luxury travel, food, conferences and meetings. The wider aim is to spread tourism’s economic and social benefits while reducing its environmental impact.

The agency plans to use artificial intelligence to make Spanish destinations more visible in the digital tools travellers use to find and organise trips. For the first time, its plan also covers the upkeep of its 102 buildings, including 100 Paradores and conference centres in Madrid and Torremolinos.

What happens next will be set out year by year. Turespaña says it will turn the plan’s five objectives and nine programmes into specific measures, budgets and targets, with tourism businesses and professionals involved.

Topics: Tourism

Source: Europa Press / Mallorca.com