The hegemony of our country in the field of tourism is unquestionable, as is the wealth and variety of options that Spain offers to the millions of tourists who visit us year after year. In 2024, more than 94 million visitors enjoyed our beaches, cultural offerings, historical heritage, landscapes, the safety provided by the destination, and our lifestyle, which centers around bars, restaurants, cafés, leisure spots… and their terraces. This is the differentiating element compared to the tourist offerings of any other country in the world; our way of socializing, the culture that makes us linger over meals or improvise gatherings, which has an integrative vocation.
We have turned our way of being and having fun into a hook for tourist activity. All of this is based on excellent gastronomy, projected externally through the image of renowned chefs, ambassadors of our culinary wealth who make us a global reference, but who are the tip of a pyramid with a very solid base, made up of over 300,000 establishments in the sector that are characterized as a whole by their high quality, and a diverse gastronomy in each region, in each locality, and in each valley.
It is true that Aragón is an attractive territory for quality tourism. It could even become one of the most interesting tourist destinations in the world, from an unbeatable geostrategic position, due to its immense historical and cultural wealth, its traditions, its vast nature, its extraordinary public services, its shops, the friendliness of its people, and its magnificent gastronomy. Aragón has something special that once known, is valued forever.
According to the INE, there are nearly 18,000 tourist companies in Aragón. With around 41,000 workers, they generate approximately 4 billion euros in production, accounting for 10% of the GDP. These figures demonstrate the tourism sector’s ability to generate wealth in the region. Furthermore, our sector is also notable for driving the diversification of the economy of our autonomous community, creating synergies with the agricultural economy and the agri-food sector, which are also strategic activities for Aragón, enhancing rural and experiential tourism linked to locally sourced products.
To top it off, our tourism sector is, if not the most important, one of the most relevant sectors for retaining population in the territory and undoubtedly contributes to the fight against the empty Spain. The diverse geographical reality of the Aragonese territory offers opportunities for different types of tourists year-round while benefiting the economic diversification of the area with a diverse tourism model, not overly dependent on a single sector and more resilient. In this regard, it is a priority to continue promoting tourism sustainability and respecting and enhancing the socio-cultural and environmental aspects of the entire Aragonese territory.
Aragón and its capital have a defined identity mark, but there is still much to be done. The driving principles needed to make this territory an attractive destination to visit and return to are defined, but there is a lack of a narrative thread that shapes all those elements chosen to form the territorial brand. At this point, gastronomy has a significant role as it encompasses all the necessary elements to weave an authentic and credible story and to define a strategy connected to the values of the global brand of the destination.
Territories no longer sell products. Territories don’t even sell experiences anymore. It is now necessary to convey sensations and emotions linked to a narrative. This is precisely what the gastronomy of our community can contribute as the common thread of a story capable of awakening feelings. Aragón has that power.
Gastronomy has become one of the main reasons to travel and one of the most valued attractions for tourists. The data supports this. According to the World Tourism Organization (WTO), more than a third of a tourist’s expenditure is dedicated to food. In fact, in 2024, the percentage of tourists visiting us for our gastronomy increased by 28%, as those who visit know that in any corner they will enjoy high-quality gastronomic offerings, regardless of the establishment’s category, and with the added bonus of enjoying an atmosphere that can only be experienced in our country’s hospitality industry. In many territories, including Aragón, gastronomy has emerged as a strategic sector, generating value throughout the chain that comprises it, from the production of quality food, its transformation, hospitality, or tourism, and also contributes to promoting and boosting the country brand. Data supports the importance of the hospitality industry within the tourist value chain, which accounts for nearly 66% of tourist employment and 40% of the GDP that tourism contributes to public coffers.
Still, we must not evade reflection on the tourism model we want for our country in the short and medium term, allowing for economic, environmental, and social sustainability in our cities.
In this Strategic Tourism Plan, the administrations, in their different capacities, must involve all the agents that are part of the sector. Surpassing the barrier of 100 million visitors is on the horizon, but the real record we should be striving for is that of quality. Continuing to be leaders in a tourist offer marked by professionalism, qualification, innovation, and competitiveness, with benefits that are sustainable and positively impact each of the destinations and the population that inhabits them. This is the objective of the representative associations of hospitality in the different territories, such as Horeca Zaragoza, and the professionals that comprise them, who tirelessly work for the growth and competitiveness of the sector.
Fernando Martín,
President of Horeca Zaragoza
