Next year, Tourism Spain is planning to breathe new life into its relationship with the Australian travel trade, revealed Tourism Spain Director Marta Fernández Martín in an exclusive interview with travelBulletin.
“We plan to increase training opportunities, trade events and collaborative marketing so that Australian partners feel more confident in promoting Spain,” she said, adding that next year, the organisation will invite a large group of Australian delegates to attend a major tourism summit in the country.
“We are also working with some agents on their own marketing campaigns and providing media support for their tours, which helps them reach clients more effectively and reinforces our shared goals for the market,” Martin added.
Tourism Spain recently visited several Australian cities with representatives from Spanish regions, hotels and travel companies, connecting with media and trade.
“This year we restarted efforts to bring Spanish destination and hospitality partners closer to the Australian trade. The intention is to help establish new business links and strengthen those that already exist,” explained Martin.
“We have seen that when Spanish partners and Australian agents meet directly, it becomes much easier to identify the right products for the market and create programs that match Australian traveller preferences.”
It comes off the back of the organisation’s refreshed international campaign, ‘Think you know Spain? Think again’, which focuses on showcasing the country’s regional areas outside of the main cities like Barcelona.
According to Tourism Spain, the organisation’s refreshed campaign aligns with the Espana Turismo 2030 strategy, focusing on mindful, slower travel into local communities and exploring lesser-visited regions along the coastline outside of the major cities, such as Salamanca, Castilla y Leon, Malaga City, Catalunya, and more.
According to Expedia’s Travel Trend Report for 2025, 63% of consumers say they are likely to visit a “detour destination” on their next trip – places that are less well known than tourist hotspots and are either added onto an itinerary or the star attraction.
Some of Spain’s immersive slow travel experiences include exploring quiet fishing villages and wandering down scenic monastery paths in rural Galicia and enjoying yoga retreats overlooking Serannia de Ronda or relaxing in Cordoba’s Arab baths in Andalucia.
Martin noted that while there had been plenty of coverage of protests against overtourism in Spain, this is mostly driven by a small portion of the population focused on housing issues.
“Australian visitors are an important market for Spain because they continue to grow in both arrival numbers and overall tourism spend,” she said.
“They stay longer than many other long haul markets, and their travel patterns contribute positively to local economies across different regions.
Martin also noted that many Australian visitors tend to show a strong interest in culture, heritage and authentic experiences, with a growing willingness to explore off-the-beaten-path destinations and embrace new activities.
“Their respect for local communities and their willingness to discover regional traditions support a more balanced distribution of tourism benefits,” she said.
“This fits well with our current campaign that promotes slow tourism, which encourages visitors to stay longer, connect more deeply with destinations and engage in responsible travel.”
To read more about slow travel, click HERE.
