Zaragoza is currently hosting the VI Turespaña convention, a significant event for both national and international tourism, taking place at the Palacio de Congresos until 22 October. This gathering brings together institutional representatives, destination managers, major tour operators, and organisations from the tourism sector to discuss strategies for enhancing Spain's position as a global urban destination.
Under the theme "Do You Speak Global? International tourism as a lever for transformation," the convention will address the key challenges facing international tourism and Spain's promotional strategies in foreign markets. Participants include representatives from organisations such as ABTA, DRV, USTOA, EXCELTUR, CEOE, and the Spanish Chamber of Commerce, as well as officials from Spain's Tourism Councils abroad, who play a crucial role in promoting Spanish destinations internationally.
Opening ceremony and cultural showcase
The convention commenced with a welcome event at the Auditorio de Zaragoza, organised by the Government of Aragón. The city's mayor, Natalia Chueca, along with Aragón's Minister of Environment and Tourism, Luis Biendicho, and the Minister of Industry and Tourism, Jordi Hereu, participated in the opening. The event featured a video presentation dedicated to the Zaragoza brand and a special performance by Aragonese singer Juanjo Bona, who entertained guests with traditional music.
On 21 October, the institutional inauguration of the convention will take place at the Palacio de Congresos, featuring key figures such as the mayor, the President of the Government of Aragón, and the Secretary-General of UN Tourism, Shaikha Alnuwais. The event will also include a performance by the Aragonese dance company LaMov.
Social programme and cultural experiences
Zaragoza has developed a social programme in collaboration with Zaragoza Turismo, allowing convention participants to experience the city's rich heritage, culture, and gastronomy. Guided tours of landmarks such as the Aljafería Palace, the two cathedrals, and the Goya Museum are included, alongside culinary experiences highlighting Aragonese cuisine.
A unique highlight will be a recreation of the traditional Ofrenda de Flores (Offering of Flowers) to the Virgin of Pilar on 21 October, showcasing one of Zaragoza's most emblematic traditions. This event will feature performances by the folk group El Pilar and the Comparsa de Gigantes de Zaragoza, culminating in a dinner at the Mercado Central.
Future prospects for Zaragoza
The final day of the convention will see the presentation of "Zaragoza On Fire. The city where everything happens," led by the city's Culture, Education, and Tourism Councillor, Sara Fernández. This presentation aims to provide an updated vision of Zaragoza's tourism potential and upcoming projects.
As Zaragoza prepares for increased international air connections from 2027, the city is poised to attract more foreign visitors. Upcoming recognitions, such as being named the European City of Accessibility in 2026 and joining UNESCO's Creative Cities of Gastronomy network, further enhance its appeal. The city will also be the European Capital of Sport in 2027 and will commemorate the bicentennial of Francisco Goya's death in 2028, marking significant cultural milestones.
The VI Turespaña convention is a testament to Zaragoza's capability to host major international events, showcasing its infrastructure, hospitality, and cultural heritage. This gathering not only facilitates discussions on the future of Spanish tourism but also positions Zaragoza as a prominent player in the global tourism landscape.
