Aragon stands out and promotes itself in Rome: a total of 39,000 Italians visited the Community in 2024

With the slogan “Aragona, a place where everyone lives,” Aragon showcased its tourism potential in Rome. Yesterday, the Casina Valadier at Villa Borghese hosted a massive tourism promotion event organized by the 
Government of Aragon and the Zaragoza City Council, with the support of Turespaña, through the Spanish tourism office in Rome.

The event brought together more than 170 attendees, including tour operators, travel agencies, media outlets, and Italian influencers, as well as a representative from the global religious tourism network, an organization with which an agreement was recently signed, making Aragon the first Spanish region to join.

The Minister of Culture, Education and Tourism of the Zaragoza City Council, Sara Fernández, was part of the Aragonese institutional delegation that traveled to Rome, headed by the Minister of Environment and Tourism, Manuel Blasco, together with the General Director of Tourism and Hospitality, Jorge Moncada, the manager of Zaragoza Tourism, José Francisco García and the Councilor Delegate for Tourism of the Teruel City Council, Eduardo Suárez.

This event also enjoyed the institutional support of Spanish authorities in Italy, including the Counselor of the Spanish Embassy in Italy, the Consul General of Spain, the Counselor for Cultural and Scientific Affairs of the Spanish Embassy in Italy, and the Counselor of the Spanish Embassy to the Holy See.

The Minister of Tourism, Sara Fernández, highlighted the growth of international tourism in the city, as reflected in data from the INE (National Institute of Statistics and Census). In 2024, the Aragonese capital welcomed 1,267,256 travelers, an increase of 7.4% (1,179,282 travelers in 2023). This increase is mainly attributed to the significant increase in travelers from abroad, who registered a 12% increase, compared to the increase in travelers residing in Spain, which grew by 5.5%. According to INE data, 70% of travelers are Spanish, and 29% are foreigners.

Foreign visitors come from France (15.5%), followed by Italy (8.2%), Fernández noted, adding that the majority of Italian tourists visiting the Aragonese capital arrive by plane via connections to Rome and Bergamo-Milan. “They are tourists with a similar personality to ours, who particularly value cultural activities,” he noted.

In 2024, the city’s tourist offices recorded 6,608 inquiries from Italians, representing 10% of the international inquiries. So far this year, up to May 15, 2,014 Italian travelers have requested information at these offices.

For his part, the Regional Minister of Environment and Tourism, Manuel Blasco, stated that this initiative in Rome is part of the internationalization strategy of the Aragón tourism brand and “reinforces the commitment of the Government of Aragón to the Italian market, one of the priorities in its international promotion plan,” said Minister Blasco, who encouraged Italians to discover Aragón, “a region with enormous heritage, natural and culinary wealth.”

According to data from the National Institute of Statistics’ Monthly Statistics on the Number of Non-Resident Visitors to Spain (Frontur), Aragon welcomed more than 39,000 Italians in 2024, ranking as the second-largest European source market, surpassed only by France. During the first three months of this year, the region has already welcomed 24,679 Italian tourists, indicating that this is a growing market, boosted by the new air route connecting Rome and Zaragoza.

The event featured the collaboration of the Spanish Tourist Office in Rome (Turespaña), whose advisor, Gonzalo Ceballos, opened the institutional session. The destination presentation by the Director General of Tourism, Jorge Moncada, included a speech by WizzAir’s Head of Corporate Communications, Salvatore Gabriele Imperiale. “We are excited to celebrate the direct connection between Rome Fiumicino and Zaragoza with three weekly flights. This route represents our continued commitment to Spain, a growing and highly important market for Wizz Air. It will bring great value to both Italian and Aragonese travelers, facilitating access to two territories rich in history, culture, and attractions,” he stated.

In parallel, a professional workshop was held with the participation of 14 Aragonese public and private entities, ranging from destinations such as Teruel, Sobrarbe, and Cinco Villas to proposals for religious tourism, spas, wine tourism, hospitality, and incoming agencies in Aragon.

As a culmination, attendees participated in a moving tribute to one of Aragon’s most deeply rooted traditions: the flower offering to the Virgin of Pilar. In a festive atmosphere and against the backdrop of the sunset, guests paraded to a structure of the Virgin of Pilar, while live jotas performed by a group of Aragonese musicians and dancers played.

The day concluded with a cocktail party featuring Aragonese wine and food products and a raffle for several familiarization trips to Aragon among the Italian professionals participating in the workshop and presentations. All attendees received a souvenir of the event and a welcome pack with promotional materials.