From Medellín to Beijing: Aragón promotes its tourist attractions in Europe, Asia and America

Medellín, Buenos Aires, Brussels, and Beijing are some of the international destinations where the Government of Aragon will promote the region’s tourist attractions during 2026. This tour will reach seven different countries in Europe, America, and Asia, as well as several key cities in Spain.

The strategy designed by the Directorate General for Tourism and Hospitality is structured around a combination of actions such as professional presentations, roadshows, and trade missions. These are aimed at both industry professionals and the general public, with a particular focus on established markets and those with growth potential.

PRESENTATIONS IN ASIA, EUROPE AND AMERICA

Internationally, the autonomous community already promoted itself in Toulouse on March 27th . This is followed by several trade missions and roadshows, with the slogan ‘Aragon, the place to experience everything in Spain’.

The program continues with a promotional event in Medellín on April 14th at El Cielo, aimed at industry professionals, and a second event on April 16th at the Spanish Embassy in Bogotá , also geared towards tourism professionals and agents. Both events will focus on Aragonese gastronomy. In addition, the institutional agenda includes meetings and gatherings in both cities, reinforcing Aragon’s position in this strategic long-haul market.

The Aragonese delegation’s next stops will be in China in May , in Beijing and Guangzhou; and in Argentina in June , with events planned in Córdoba and Buenos Aires. Europe also features prominently on this agenda, with Aragón participating as the featured destination at World Tapas Day in Brussels on June 11 , a gastronomic event, as well as its presence at the Vino Forum in Rome in September , focused on wine tourism. A professional presentation in Munich is also planned for November. The international calendar will be rounded out with a trade mission to Mexico in the last week of November.

At the national level, Aragon will be presented in Girona on May 7, Seville on May 14 , Bilbao on June 4, Madrid on September 10 and Palma de Mallorca on November 19, all of them aimed at tourism professionals.

IMPACT OF TOURISM IN ARAGON

This planning responds to the evolution of the Aragonese tourism sector, which in 2025 recorded a direct tourist expenditure of 2 billion euros supported mainly by the national market, with 1,403 million euros generated by 6 million visitors and an average stay of 3.8 days.

The international market , meanwhile, contributed €627 million with 1.3 million visitors and an average stay of 7.5 days, demonstrating its greater profitability, with an average expenditure per trip of €930 and a daily expenditure of €161. France remains the main source market, accounting for 45% of international arrivals, although the Government of Aragon’s strategy aims to diversify into other markets.