Experiential tourism at the core of the 5th Turespaña Convention in Cáceres

International

From 7–9 October, Cáceres will host Spain’s main tourism forum under the theme “Experiences that transform: building better tourism”. The focus: sustainability, innovation and authentic experiences

Cáceres, a UNESCO World Heritage city, will welcome more than 500 professionals from across Spain and abroad for the 5th Turespaña Convention. The annual event, organised by the Spanish Institute of Tourism, will bring together representatives from the private sector, political leaders and public managers to explore how experiential tourism can drive a more sustainable, diverse and competitive model for the future.

Building the Spain Tourism 2030 strategy

The opening day on 7 October will feature bilateral meetings between tourism counsellors, Turespaña’s technical teams, destinations across Spain and travel companies. On 8 October, the spotlight will turn to the presentation of the Spain Tourism 2030 Strategy, promoted by the Ministry of Industry and Tourism through the State Secretariat for Tourism.

A high-level roundtable, moderated by Secretary of State for Tourism Rosario Sánchez, will examine the cross-cutting role of public policies in tourism governance, with contributions from senior officials from the Ministries of the Interior, Transport and Sustainable Mobility, Housing and Urban Agenda, Ecological Transition and Demographic Challenge, and Economy and Trade.

Debates and keynote sessions

The Cáceres programme includes 22 panels, lectures and case studies. Highlights include:

· The creation of authentic tourism experiences, with insights from Raquel Sánchez, President of Paradores.

· Air connectivity challenges in Spain, in conversation with Javier Marín, Executive Vice-President of AENA.

· Turespaña’s 2026 Operational Plan, alongside trends and forecasts from key outbound markets, with a special focus on India ahead of the Spain–India Dual Year 2026.

Regional voices and diverse destinations

On 9 October, the host region Extremadura will present its tourism strategy, followed by a debate on the transition from traditional promotion to experiential destination management. Municipal representatives will share perspectives ranging from Madrid to the small village of Campillo de Ranas (155 inhabitants), from Mallorca to Jaén, highlighting how experiences redefine local tourism models.

Tourism leaders from Aragón, Castilla y León, Castilla-La Mancha and Navarra will discuss the challenges and opportunities of developing inland tourism destinations with limited international presence.

International perspective and innovation

The international keynote will be delivered by Fred Dixon, President of BrandUSA, who brings experience from leading New York City’s tourism marketing to his current role at the helm of the U.S. national tourism organisation. Sessions will also explore the application of artificial intelligence to experiential marketing, with contributions from digital experts and the communications team of the Museo del Prado.

The convention will conclude with the case study “The Essence of Seville”, a collaborative project with MasterCard and the City of Seville to design and market innovative experiences for the Chinese market.

A meeting point for the sector

The 5th Turespaña Convention will serve as a key platform for institutions, businesses and professionals committed to transforming Spanish tourism. By focusing on sustainable growth, digitalisation and authentic experiences, the convention aims to shape the future of a sector in constant evolution.

More information:

www.tourspain.es