Jordi Hereu closes the second edition of 'Spain is (Much) More', an initiative aimed at discovering a more sustainable and authentic Spain for tourists

The Minister for Industry and Tourism, Jordi Hereu, brought the second edition of 'Spain is (Much) More' to a close. This international initiative, launched by Turespaña in collaboration with Paradores, aims to showcase to the world a diverse, sustainable Spain that is connected to the authenticity of its regions.

In his speech at the event, Minister Hereu thanked the young content creators for their talent in showcasing our country's cultural and natural diversity. For Hereu, digital talent is one of the keys to transforming the way we discover the world and one of the fundamental tools for the future of tourism.

Thirty content creators from eighteen international markets took part in six simultaneous routes, taking in various Spanish destinations. Staying at Paradores (historic and heritage hotels), they explored national parks, protected natural areas, heritage sites, local traditions and gastronomic experiences rooted in the local culture.

After six days of simultaneous journeys across Spain's mainland and islands, content creators from Poland, the UK, France, Japan, Canada, Denmark, Sweden, Belgium, the Netherlands, Germany, the USA, China, Mexico, Argentina, Korea, Italy, Ireland and Brazil gathered in Cardona. There, they shared their experiences and insights from their Spanish journeys with one another and with other collaborators.

The closing event was also attended by Isabel Garaña, Deputy Director-General for Strategy at Turespaña; Raquel Sánchez, Chair of Paradores; and Arantxa Calvera, Director of the Catalan Tourism Agency. This initiative aligns with the Spain Tourism Strategy 2030 and Turespaña's Framework Action Plan. It aims to strengthen the diversification of international tourism demand by promoting products linked to sustainability, nature and the discovery of lesser-known destinations. At the same time, it seeks to distribute tourist flows across new regions and throughout the year, driving a transformation towards social, economic and environmental sustainability in tourism.

Thirty international influencers specialising in tourism

'Spain is (Much) More' is an initiative launched by Turespaña as part of its strategy to expand collaboration with the public and private tourism sectors; various stakeholders have contributed to the initiative at its different stages. The selection of the 30 international content creators specialising in sustainability and nature tourism was carried out by 18 of Turespaña's overseas Tourism Offices (located in Warsaw, London, Paris, Tokyo, Toronto, Copenhagen, Stockholm, Brussels, The Hague, Berlin, New York, Miami, Beijing, Mexico City, Buenos Aires, Rome, Dublin and São Paulo).

The influencers were hosted at eight Paradores in Mazagón, Teide, La Palma, Almagro, Baiona, Bielsa, El Saler, and Cardona, where they experienced Spain's rich historical heritage, gastronomy, and hospitality. The travel itineraries focused on active and nature-based tourism, featuring outdoor experiences that highlighted Spain's network of national, regional and natural parks, spanning the mainland and the islands.

Specifically, the routes included seven national parks (Doñana, Caldera de Taburiente, Teide, Ordesa, Islas Atlánticas, Tablas de Daimiel and Cabañeros) and 2 natural parks (L'Álbufera and Hoces del Gabriel).

The initiative benefits from the active collaboration of the autonomous communities involved in each of the six routes - Andalusia, Aragon, Castile-La Mancha, Galicia, the Canary Islands and the Valencian Community - and serves to showcase some of the most iconic tourist attractions found in Spain's interior, natural landscapes and islands.

Cardona, the grand finale of a journey across Spain

The final event took place in Cardona, one of Catalonia's most unique heritage destinations. The participants also visited the Salt Mountain, a geological formation unique in Europe which allows visitors to step inside a mountain formed of salt millions of years ago, as well as the Collegiate Church of Sant Vicenç, one of the finest examples of Romanesque architecture in Catalonia.

The programme also included a cultural visit to the historic site of Cardona Castle, where the participants shared the key experiences and lessons learnt from their respective itineraries before the closing dinner.

During the event, audiovisual content created throughout the week was screened, and a joint gathering was held bringing together participants, institutional representatives and collaborating organisations to share their experiences from this second edition.

An initiative to promote sustainable tourism and diversification

'Spain is (Much) More' forms part of Turespaña's international strategy to promote a more sustainable model of tourism, capable of generating economic and social value in destinations, encouraging a more even geographical distribution of tourist flows, and promoting experiences linked to nature, culture, gastronomy and local communities.

The content created by participants during the trip will be shared in the coming months via their own channels and Turespaña's international platforms, helping to showcase a renewed image of Spain rooted in diversity, authenticity and sustainability.

With this second edition, 'Spain is (Much) More' cements its aim of becoming an international showcase for the destinations and experiences that best embody a more mindful, enriching way of travelling, one that is more closely connected to the identity of each region.

Non official translation