Just a few days before the start of Holy Week 2026 (from March 27 to April 5), the Zaragoza Provincial Council (DPZ) has launched an ambitious tourism campaign to showcase the celebrations of the province beyond the capital. The initiative aims to transform these festivities into a leading cultural and tourism proposal, appealing to both Aragonese residents and national and international visitors.
The campaign revolves around the concept of “heartbeat”: the deep sound of drums and big drums that echoes through the streets of towns, the vital pulse of the brotherhoods, and the heart of living, diverse, and deeply-rooted traditions. From the Baroque drama of some processions to the solemn silence of others, each municipality offers a unique experience, but they all share the same essence: the total involvement of their neighbors.
13 Celebrations of Tourist Interest and More Than 12,340 Brotherhood Members
The province currently boasts 13 celebrations designated as a Fiesta of Tourist Interest in Aragon:
- Alagón
- Ateca
- Ariza
- Calatayud
- Caspe
- Ejea de los Caballeros
- Épila (declaration published today)
- Fuentes de Ebro
- Pinseque
- Tarazona
- Tauste
- Torrijo de la Cañada
- Used
These locations mobilize more than 12,340 brotherhood members spread across more than 60 brotherhoods, fraternities, and associations. The DPZ’s delegated Tourism representative, Cristina Palacín, highlighted during the presentation at the Palace of Sástago (the first time this is held in the capital):
“Holy Week is one of the most authentic cultural expressions of the province. Each locality has its way of experiencing it, but they all share the same essence: the involvement of their neighbors and the pride in keeping their traditions alive.”
Palacín also emphasized the campaign’s objective: “We want to show that the province of Zaragoza offers a diverse Holy Week with tangible and intangible artistic heritage, featuring distinct styles, sounds, and emotions, yet connected by a common thread that unites all our municipalities.” The initiative invites visitors to discover, in addition to the processions, the rich historical heritage, the landscapes of the various regions, the local gastronomy, and a more relaxed and authentic way of traveling.
An Offer Combining Faith, Art, and Rural Experience
The DPZ campaign is not limited to the 13 declared tourist-interest localities: it aims to extend the appeal to all the regions of the province. It is an invitation to experience Holy Week in more intimate and genuine settings, where the processions still maintain a deeply communal character and where tourists can combine devotion with strolls through Mudéjar monuments, visits to wineries, routes through Moncayo or Lower Aragon, or tastings of typical products such as lamb, Cariñena wines, or traditional Holy Week sweets.
This proposal perfectly complements the Holy Week in the city of Zaragoza, designated as a Fiesta of International Tourist Interest, which gathers over 16,000 brotherhood members and more than 50 processions, featuring iconic moments such as the Procession of the Palms, the Encounter at the Plaza del Pilar, and the long Procession of the Holy Burial on Good Friday.
With this new campaign, the DPZ acknowledges the efforts of generations of brotherhood members and residents who have kept the tradition alive and seeks to position the province of Zaragoza as an essential destination for those seeking authentic tourist experiences filled with emotion, history, and tradition during one of the most special times of the year.
The campaign will be communicated through media and social networks over the coming weeks, coinciding with the celebrations. A unique opportunity to discover that, in the towns of Zaragoza, Holy Week beats with its own strength.
