The Government of Aragón and the Spanish Tourism Office in Tokyo have agreed on a strategic collaboration to enhance the promotion of the autonomous community in the Asian market. This initiative arises after the official visit of Aragonese representatives to the facilities of Turespaña in the Japanese capital.
Collaboration Agreement and Strategy
The Minister of Environment and Tourism, Manuel Blasco, and the Director General of Tourism and Hospitality, Jorge Moncada, met with Enrique Ruiz de Lera, director of the Spanish Tourism Office (OET) in Tokyo, to establish the foundations of this collaboration. The agreement includes concrete actions that will last approximately five years and will feature campaigns on social media, collaborations with influencers, and press trips.
Within the framework of the Tourism Strategy 2030, Aragón will promote strategic lines such as luxury tourism with exclusive experiences, nature tourism, and municipalities included in the Most Beautiful Villages of Spain. This orientation responds to the preferences of Japanese visitors, who favor natural spaces, gastronomy, and heritage.
Strategic Positioning and Target Market
The main objective is to enhance Aragón’s presence on the itineraries of Japanese tourists, taking advantage of its strategic location between Madrid and Barcelona, the main entry points for this type of traveler to the country. The community aims to position itself as a complementary and attractive destination within the routes organized by Japanese agencies and tour operators.
Japan represents one of the most strategically valuable markets for tourism in Spain. In 2024, the average daily spending of Japanese tourists reached 438.96 euros, the second highest among all source markets. According to surveys conducted by Turespaña, one in five Japanese tourists returns to Spain, opening the opportunity to diversify their experience towards communities like Aragón.
Institutional Strengthening
The Spanish Tourism Office is the foreign representation of Turespaña, a public organization responsible for the international promotion of Spain as a tourist destination. In May of this year, the OET in Tokyo celebrated 50 years of activity in Japan, establishing itself as a vital agent in attracting travelers from this market to Spain. Furthermore, Turespaña will hold its national convention in Zaragoza next year, which will further strengthen the collaboration between both institutions.
