Turespaña unveils 2026-2028 strategic plan for high-value tourism

Turespaña has presented its 2026-2028 Framework Plan of Tourism Action in Zaragoza, a three-year roadmap designed to transition Spain’s tourism model from volume-based growth to high-value, sustainable development. The strategy aims to attract tourists who generate greater economic and social benefits while reducing environmental impact.

A primary objective is the territorial diversification of tourism. Currently, six autonomous communities receive 87% of international tourism, while representing 65% of the population. The plan seeks to promote lesser-known destinations and encourage travel outside of peak seasons to mitigate overcrowding and seasonal instability.

The roadmap includes nine programs focusing on luxury, gastronomic, and congress tourism, as well as the integration of artificial intelligence to enhance digital presence. Additionally, the plan incorporates the conservation of Turespaña’s heritage, which includes 102 buildings such as the Paradores network and various congress palaces.