The Government of Aragon has launched an ambitious tourism promotion strategy for 2026, aiming to strengthen its presence in international and national markets. This initiative seeks to capitalize on the growing interest in the Aragonese destination, which in 2025 generated direct spending of over 2 billion euros, with a significant contribution from the international market.
International Expansion with a Strategic Focus
Under the slogan ‘Aragon, the Place to Experience Everything in Spain’, the international campaign began with an event in Toulouse on March 27. The strategy includes actions in Colombia, China, Argentina, Mexico, and several European cities. In Colombia, promotional activities will be held on April 14 in Medellín and April 16 in Bogotá, focused on Aragonese cuisine. In May, the promotion will move to China, with events in Beijing and Canton, while in June, Argentina will be the focus with presentations in Córdoba and Buenos Aires.
Europe also plays a key role in this strategy. Aragon will participate in the World Tapas Day in Brussels on June 11, take part in the Wine Forum in Rome in September, and hold a professional presentation in Munich in November. These actions aim to diversify the international market, currently dominated by France, which accounts for 45% of arrivals.
Boost in the National Market
In addition to international actions, the plan includes a series of professional presentations in Spain. The selected cities include Girona, Seville, Bilbao, Madrid, and Palma de Mallorca, with events scheduled from May to November. These activities seek to consolidate national tourism, which in 2025 contributed 1.403 billion euros, with an average stay of 3.8 days.
International tourism, on the other hand, generated 627 million euros, with an average stay of 7.5 days and an average expenditure per trip of 930 euros. These figures underscore the importance of attracting higher-yield visitors, a central objective of the new promotion strategy.
With this campaign, Aragon aims not only to increase the number of visitors but also to diversify its markets and improve the quality of the tourism received, ensuring sustainable and profitable growth for the region’s tourism sector.
