Aragon is already showcasing its potential at Fitur with its most impressive and technologically advanced stand: “You will be able to smell, see and feel the Community”

A large mural of LED screens displayed a succession of images of the Pyrenees, natural parks, snow tourism, as well as the Matarraña region and some of Spain’s most beautiful villages. Aragon is already present at Fitur (the International Tourism Fair, held at Ifema until Sunday, January 25) with its most impressive and technologically advanced stand, featuring a giant screen, LED floor, and virtual assistant. Fitur opened its doors this Wednesday on a day marked by mourning following the Adamuz train accident. As a result, the region has limited its programming to informational activities at the stand and audiovisual broadcasts until next Friday, the day on which Aragon Day and Zaragoza Day will be celebrated.

The new Aragon stand boasts 236 square meters of LED screens and is accompanied by a virtual assistant. Furthermore, anyone strolling through will discover that the experience is not only visual but also olfactory, with aromas linked to Aragon activated in spaced-out time slots to avoid overlapping. Thus, the stand will emanate scents of damp earth, Garnacha wine, and fruit to guide visitors on an olfactory journey. “Aragon is color, you decide the journey” is the motto of a stand where color acts as a language to guide the public through different ways of experiencing Aragon, from nature and adventure to heritage, the night sky, gastronomy, and the integrated vision of the destination.

“Aragon has taken a leap forward in quality. We’ve committed to this after breaking the all-time tourist record, with over 4 million visitors, a number that will be slightly higher when we finalize the 2025 figures. Our aim is to continue increasing overnight stays by international tourists, who generate the most revenue and are therefore the most attractive. It’s a very rewarding sector; when you invest in promotion and showcase what Aragon has to offer, people respond very positively,” explained Manuel Blasco, Minister of Tourism and Environment for the Government of Aragon.

Blasco also affirmed that “work will continue on European tourism, which spends twice as much as Spanish tourists.” “Overnight stays are increasing, which means tourists are coming to stay overnight. Instead of coming, taking a selfie, and leaving, these tourists stay, sleep, have dinner, pay where they are, and spend more money. That’s what’s important,” he stated.

THIS IS THE ARAGON STAND AT FITUR

The visitor experience is organized around a central square and five circular attention points that function as thematic nodes: green (Nature and Adventure), Violet (Spirituality, Culture-Heritage), Blue (Astrotourism, Accommodation-Hospitality), Gold (Wine, Gastronomy and Experiences) and Aragon (Integrated destination and representation of the 3 provinces and the 3 capitals: Zaragoza, Huesca and Teruel).

The heart of the stand will be the central plaza, approximately 315 square meters in size, raised on a 20-centimeter platform and covered with reflective white flooring to enhance the lighting and audiovisual performance. The space includes tiered seating for 50 people, consisting of backlit benches, and a two-meter-long mobile bar/counter designed for cooking demonstrations, tastings, and presentations. The plaza is designed to accommodate up to 100 people.

STAND PROGRAMMING

The official program for the Aragon stand at Fitur will officially begin on Friday, January 23, with events for Aragon Day and Zaragoza Day, including talks, presentations with filmmakers, and performances throughout the day. On Saturday, January 24, and Sunday, January 25, the space will be geared towards the general public with educational and promotional activities throughout the day.