The 5th Turespaña Convention will bring together the tourism sector in Cáceres under the slogan “Experiences that transform: building the best tourism”

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The 5th Turespaña Convention will bring together the tourism sector in Cáceres under the slogan “Experiences that transform: building the best tourism”

  • The event will focus on the design and promotion of authentic tourism experiences.

 

Cáceres will host the 5th Turespaña Convention from October 7 to 9, 2025. This is a leading forum for tourism professionals, which this year will focus on the development of authentic, sustainable, and innovative experiences. Organized by the Spanish Tourism Institute in collaboration with the Regional Government of Extremadura, the event will be held at the World Heritage City’s Conference and Exhibition Center.

 

Over three days, key issues will be addressed, such as the cross-cutting nature of tourism activity in public policies, the Spain Tourism 2030 strategy, new marketing opportunities, and the role of artificial intelligence applied to experiential marketing. There will also be space for analyzing best practices and presenting success stories that will help us move toward a more competitive and sustainable model.

 

The program includes bilateral meetings between tourism departments and destinations on the opening day, while the main days will be dedicated to plenary sessions and roundtable discussions. Topics to be discussed include the evolution of experiential tourism, the role of Paradores as a driving force for experiences, the challenges of inland tourism, and the transformation of promotion toward so-called “experience destinations.” Trends in the main source markets will also be analyzed, with a special focus on India, which will be the centerpiece of the Spain-India Dual Year in 2026.

 

The convention will close on the 9th with the presentation of the destination Extremadura and a section dedicated to the impact of artificial intelligence on experience design.

 

  • Zaragoza will take over in 2026

 

The Aragonese capital will host the VI Turespaña Convention, which will be held in October 2026, coinciding with a key moment in the operational planning of Turespaña’s tourism departments abroad. The bid, presented by Zaragoza Tourism with the support of the local sector, has been assessed by the state agency as solid and comprehensive enough to host a meeting that seeks to strengthen Spain’s leadership in the international tourism sector.