Spain unveils tourism plan to put lesser-known destinations on the map

Spain has unveiled a new tourism plan aimed at drawing attention to lesser-known destinations across the country. Turespaña, Spain's national tourism agency, presented its 2026-2028 action plan in Zaragoza on October 22. The strategy focuses on promoting destinations that have not yet been discovered by international visitors, including Green Spain, inland territories, and less-explored areas within popular regions.

The plan highlights a significant imbalance in tourism distribution, with autonomous communities outside traditional tourist hotspots receiving only 12.7% of international arrivals in 2025, despite accounting for nearly a third of Spain's population. To address this, campaigns like "Spain is Much More" will be launched to increase visibility of cultural, natural, and gastronomic attractions.

The official plan website showcases examples of experiences that this approach could offer, such as visiting Romanesque churches in Northern Spain, exploring Aranjuez during a return trip to Madrid, or discovering Valencia through its markets and culinary scene. These illustrations demonstrate how familiar destinations can provide a different kind of trip experience.

While familiar destinations are also included in the strategy, the focus is on refreshing their appeal and encouraging visits during quieter months. Premium tourism, gastronomy, and business events are among the priorities to attract travel that generates economic and social value evenly throughout the year. This aligns with discussions about Spain's holiday season potentially becoming longer.

To reach potential visitors, Turespaña plans to examine how Spanish destinations appear in AI recommendations and develop multilingual content that these systems can interpret. Places with little international recognition could benefit from appearing in travel suggestions, helping to bring attention to less well-known locations.

The plan consists of five objectives and nine programs, with annual operational plans to define measures, budgets, and indicators for assessing progress. While this strategy focuses on tourism promotion, its success will depend on whether increased visibility translates into actual bookings and benefits for the communities Spain aims to attract.