Spain puts sustainable tourism at the centre of its 2030 strategy - Get updated on what's happening in tourism!

Spain is seeking to strengthen its international tourism position through a model that places economic performance alongside environmental protection and social responsibility. Opening the sixth Turespaña Convention in Zaragoza, Minister of Industry and Tourism Jordi Hereu called for stronger public governance and coordinated policies to guide the industry's development. He argued that tourism policy should not simply manage the sector's success but actively shape its transformation.

The discussion comes as Spain continues to record growth in international tourism. During the first eight months of 2026, spending by international visitors approached €100 billion, an increase of 8% compared with the corresponding period a year earlier. International arrivals were close to 70 million, representing growth of 5.4%. The stronger increase in expenditure than in visitor numbers is particularly relevant to Spain's efforts to develop a more sustainable tourism model.

Held from 20 to 22 October at Zaragoza's Palacio de Congresos, the convention brought together more than 500 representatives from public institutions and private tourism businesses. Under the theme Do You Speak Global? International Tourism as a Lever for Transformation, participants examined how international tourism can contribute to broader economic and territorial development while addressing environmental pressures and changing visitor expectations.

Climate adaptation and destination management

A central theme of the convention was the Spain Tourism 2030 Strategy, which seeks to strengthen the industry's long-term resilience and sustainability.

Secretary of State for Tourism Rosario Sánchez Grau emphasised the need for destinations to adapt more effectively to climate change. She also called for improved coordination between national, regional and local authorities to support more resilient tourism development.

During a discussion with Angela Varela, President of the Greek National Tourism Organisation, Sánchez highlighted Greece's experience in using environmental criteria to guide tourism zoning. The approach integrates tourism policy with environmental protection and land-use planning, providing a potential reference for destinations seeking a more balanced distribution of tourism activity.

For Spain, these questions are closely linked to the challenge of ensuring that the economic benefits of tourism reach both local communities and different regions of the country.

Hereu stressed that achieving this objective requires political consensus as well as clear decisions. In his view, active public policies are essential to ensure that tourism-generated prosperity benefits society more widely.

International promotion beyond visitor numbers

Turespaña Director General Miguel Sanz argued that international tourism management should be understood as a tool for developing a sustainable tourism economy rather than simply attracting increasing numbers of visitors.

He emphasised the importance of identifying international travellers whose visits can contribute positively to the transformation of Spain's tourism sector. This approach places greater weight on the characteristics and economic contribution of visitors within the country's international promotion strategy.

The convention also attracted senior representatives of international tourism organisations, including UN Tourism Secretary-General Shaikha Alnuwais and World Travel & Tourism Council President Gloria Guevara.

Other participants included Aragón regional president Jorge Azcón and Zaragoza mayor Natalia Chueca, reflecting the event's role in connecting national tourism policy with regional and local destination development.

More than 1,000 industry meetings

Beyond its conference programme, the annual Turespaña Convention serves as a platform for practical coordination between tourism authorities, destinations and businesses.

During a preparatory session, representatives of Turespaña's international network and central services held more than 1,000 meetings with tourism companies and destination organisations. These discussions focused on coordinating future initiatives within a joint activity plan involving Turespaña, regional and local administrations and private-sector partners.

The convention has been held annually since 2021, with previous editions addressing governance, sustainability, digitalisation and other strategic challenges facing Spanish tourism.

Zaragoza is the third inland destination to host the event, following Seville and Cáceres. Previous editions have also taken place in Barcelona, Donostia-San Sebastián and Arona on Tenerife.

By bringing together international promotion, climate adaptation and public-private cooperation, this year's convention placed the management of tourism growth at the centre of Spain's policy agenda. The discussions also reinforced the role of the Spain Tourism 2030 Strategy as a framework for coordinating the sector's future development.

Image Credit: © Government of Spain. Ministry of industry and tourism