He held professional meetings with Spanish destinations and companies in Melbourne, Sydney and Perth
The Spanish Tourism Institute (Turespaña) held a Direct Marketing Support Days for the Australian Market 2025 at the end of November. This professional mission took place in Melbourne, Sydney, and Perth with the aim of promoting Spain as a destination and strengthening business ties between the Spanish tourism sector and more than 200 Australian tour operators, retail agencies, and wholesalers.
This is the first time a Spanish delegation of this size has traveled to Australia to participate in a direct marketing initiative: 19 destinations and companies from across the country took part in the event. Organized by the Spanish Tourism Office in Singapore, these sessions facilitated connections between Spanish tourism providers and Australian consumers through a series of B2B meetings, product presentations, and networking opportunities. The purpose of the event, in addition to expanding collaboration opportunities, was to strengthen Spain's position in a high-value market with growing interest in cultural travel, regional tours, nature experiences, and gastronomic tourism.
Throughout the days in Australia, seven professional events were held in three of the country's main cities. Each city hosted two complementary formats: in the morning, structured B2B sessions focused on one-on-one meetings with agents and tour operators; and in the afternoon, more dynamic networking events designed to foster informal exchange, contact building, and product presentations in a relaxed atmosphere. Furthermore, a breakfast meeting with specialized media was held in Sydney, where Turespaña presented its new marketing campaign, aligned with the principles of sustainability, diversification, and quality outlined in Spain's Sustainable Tourism Strategy 2030, thus reinforcing institutional visibility and Spain's strategic positioning in the Australian market.
According to Turespaña, Spain received a total of 669,437 Australian visitors in 2024. This tourism is notable for its high added value and shows a positive trend in spending and experience, with an average expenditure exceeding €3,750 per trip and longer stays. Miguel Sanz, Director General of Turespaña, emphasizes that Australian travelers are "high-value tourists, with higher average spending than other international tourists, a cultural profile, and a desire for less crowded destinations, authentic experiences, and contact with local life."
Read the full article on the Turespaña website
