The Aragonese capital presented its new tourist brand today, aiming to strengthen its position on the world map as a vibrant and creative urban destination. Under the slogan «Here and Now», the image revolves around a window shaped like a «Z» that seeks to showcase the cultural and heritage diversity of a city with over two thousand years of history.
The launch comes at a record moment for local tourism. Between January and July of this year, Zaragoza reached 1.28 million overnight stays, the best figure in its history, with a 7% increase in foreign visitors. France, Italy, the United Kingdom, the United States, and Portugal top the list of source countries.
The mayor, Natalia Chueca, who led the presentation at the Palacio de Montemuzo, emphasized that the new brand “is much more than a logo: it is a different way of narrating and viewing the city, a tool to attract talent, investment, and new audiences.”
The design, created by international designer David Ruiz in collaboration with local artist Miguel Frago, aims to evoke emotion and spark curiosity. “We wanted to capture the essence of Zaragoza as an open and contemporary city, without forgetting its Roman, Islamic, Mudejar, or Baroque past,” Ruiz explained during the event.
The visual proposal draws inspiration from the great symbols of the city — the cathedrals of La Seo and El Pilar, the universal figure of Francisco de Goya, and its status as the World Capital of Garnacha — and projects towards future milestones, such as the total solar eclipse in 2026, which will attract thousands of visitors.
Zaragoza is also preparing to host the Turespaña convention in 2026, a recognition of the destination’s dynamism in the national tourism strategy. “We want visitors not only to come but to live Zaragoza, connect it with their memories, and remember it,” the mayor stated.
The presentation event brought together representatives from the tourism sector, hospitality, denominaciones de origen, cultural institutions, and the Chamber of Commerce. After the unveiling, attendees participated in a Wine & Music Session at the new tourist office in Plaza del Pilar.
With this brand, Zaragoza introduces itself to the world as a unique urban destination, rich in history and future, «the city where everything happens.»
