Aragón Approves Tourism Strategy Plan with 78 Measures for Sustainable Diversification
The Government of Aragón has presented the new Aragonese Tourism Strategy Plan (PAET), a document that guides the tourism policy of the autonomous community until 2030. Presented by the Minister of Environment and Tourism, Manuel Blasco, and the General Director of Tourism and Hospitality, Jorge Moncada, the plan is structured around four strategic lines related to product and experience, digitalization, promotion, and governance.
The plan articulates the diversification of the tourism offer through proposals that combine nature, culture, gastronomy, sports, and science. It includes the creation of thematic packages, new gastronomic and wine tourism routes, hiking and cycling itineraries connected with cultural resources, activities in the low season, and nighttime practical experiences. In addition, it promotes the development of the Master Plan for Sports Tourism in Aragón.
The improvement of infrastructure is proposed with criteria of quality and sustainability, including the modernization of ski resorts to green standards, adaptation of access and signage in natural spaces, expansion of tourist information points, and consolidation of the Tourist Trails Network.
Inclusive tourism constitutes a central pillar with the creation of accessible products for people with special needs, adaptation of facilities, incorporation of sensory experiences, and specific training for staff. Cultural identity is reinforced through festivals, support for artisans, participatory experiences, and agreements with universities to document heritage.
The plan enhances external visibility through targeted campaigns, participation in national and international fairs, collaborations with content creators, and expansion of languages on tourism portals. Visitor loyalty is addressed with customizable loyalty programs, exclusive newsletters, and digital systems with proposals based on previous visits.
The opening to new segments includes specific campaigns for families, youth, and seniors, along with an interactive digital space aimed at a younger audience and agreements with specialized platforms.
Digitalization integrates advanced tools such as immersive experiences, augmented reality, interactive information points, and multilingual audio guides. The plan promotes a network of smart tourist destinations and data-driven decision-making using big data tools, crowd monitoring sensors, predictive artificial intelligence models, and collaboration with universities.
The document incorporates 4 strategic lines, 12 objectives, and 78 concrete measures. Governance constitutes the fourth strategic axis, being strengthened by new coordination spaces between administrations and the private sector, while economic, social, and environmental sustainability closes the strategic framework.
The development of the PAET has been marked by an extensive participatory process. 249 stakeholders were invited — 77% economic and social agents, 21% public entities — from 58 participating entities in the tourism, education, and public institutions sectors. The process received 261 contributions, of which 175 were accepted in whole or in part and 86 were denied, mainly due to jurisdictional issues or feasibility. The University School of Tourism of Zaragoza collaborated in the final drafting of the plan.
