Presented by tourism agency Turespaña, the strategy focuses on inland regions, Green Spain and areas beyond traditional holiday hotspots.

In 2025, regions outside the main tourist destinations received just 12.7% of international arrivals, despite representing nearly a third of Spain’s population.

The plan aims to attract visitors during quieter months by promoting gastronomy, premium tourism and business events.

Turespaña will also explore how artificial intelligence recommends destinations and develop multilingual content to improve its online visibility. The strategy includes five objectives and nine programmes, with annual plans setting out budgets, measures and progress indicators.

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