Spain Talks 2026
THE SPANISH TOURIST OFFICE UNITES THE SPANISH AND BRITISH TRAVEL INDUSTRIES AT FOURTH EDITION OF ‘SPAIN TALKS’ UNDER CONFERENCE THEME ‘A DESTINATION BLUEPRINT FOR IMPROVED TOURISM MANAGEMENT’
On Tuesday 21 April 2026, The Spanish Tourist Office (UK) hosted the fourth edition of its flagship event, Spain Talks 2026, sponsored this year by Andalucia and Gran Canaria.
Held for the first time at the Spanish Embassy in London, with support from Ambassador Emma Aparici Vázquez de Parga, the first female Spanish Ambassador to the UK, the event united the Spanish and British travel trade under the theme ‘A Destination Blueprint for Improved Tourism Management’.
To kick off the conference, Manuel Butler, Director of the Spanish Tourist Office in UK, welcomed guests for an afternoon of dialogue, reflection and action. Ambassador Emma Aparici Vázquez de Parga highlighted the strength of the UK-Spain partnership – evidenced by 19 million UK visitors and 428 daily flights in 2025 – and its continued growth through sustainable innovation, investment and long-term collaboration. Spain’s Secretary of State for Tourism, Rosario Sánchez Grau, also reinforced the objective of year-round tourism, with rising demand for shoulder-season travel and strong growth in regions such as Galicia (50% increase in UK visitors), Basque Country (40%) and Aragon (160%).
Reflecting these themes in action, Lyn Hughes, Founding Editor of Wanderlust Magazine, presented the Tourism Personality of The Year Award to Amancio López, President of Grupo Hotusa. recognising the group´s long established commitment to sustainability. Initiatives include investment in regions such as Chantada in Galicia – creating jobs, restoring local pride, and driving economic resilience – as well as support for independent hoteliers through Keytel.
Spain Talks Conference 2026
Bringing together esteemed travel industry figures from the UK and Spain, guests at the Spain Talks Conference heard from a distinguished roster of speakers and moderators Simon Calder (Broadcaster and journalist) and Richard Hammond (Founder of Green Traveller Media) as the role of AI, big data and tourism taxes were discussed across three dedicated panel sessions.
Keynote speakers Dr. Xavier Font, Professor of Sustainability Marketing, and Ade Adepitan, BBC Presenter and Disability Advocate, also set the tone for the event with powerful and thought-provoking insights. While Dr. Font challenged destinations to define and resource sustainability with precision—reminding the audience that “volume is vanity”— Ade Adepitan inspired guests with his personal journey, competitive spirit, and heartfelt reflections on Spain’s influence on his life.
HOW AI AND BIG DATA ARE MOVING THE DIAL IN SUSTAINABLE TOURISM
Claire Lampon (Marketing & Communications Lead, Travalyst), Ezequiel Collantes (Institutional Director, Segittur), Carlos Cendra Cruz (Chief Marketing & Communications Officer, Mabrien), and José Manuel Camarero (Vice President, Turisme Comunitat Valencia – INVATTUR) opened the conference by sharing expert perspectives on how AI and big data are reshaping sustainable tourism. The conversation highlighted the importance of reliable, standardised data to guide both industry decisions and traveller behaviour, with transparency seen as key to building trust. However, concerns around data privacy, accountability, and general scepticism remain significant barriers. A key focus was the need to actively manage tourism demand – tackling overtourism and correcting market imbalances through predictive, data-led insights. While AI offers powerful tools to track environmental impact, visitor flows, and resource use, the panel made clear that real progress hinges on trust, clear purpose, and practical implementation.
A DESTINATION BLUEPRINT FOR SUSTAINABLE TOURISM
During the second panel, Mark Tanzer (Chief Executive, ABTA), Ben Lynam (Head of Communications & Research, The Travel Foundation), and María Mar Suárez Armas (Counsellor for Tourism, Cabildo de El Hierro) explored the conference’s overarching theme on what it takes to build a practical blueprint for sustainable tourism. The discussion centred on the idea that sustainability is not optional but a structural necessity, particularly for destinations heavily reliant on tourism. Panellists called for a decisive rebalancing of economic gain with environmental protection and community wellbeing, shifting away from one-off solutions towards coordinated, long-term action. A strong emphasis was placed on designing strategies around local realities, rejecting one-size-fits-all metrics in favour of more tailored approaches.
TOURISM TAXES: FOR AND AGAINST
Finally, Simon Calder, Margarita del Cid (Mayor of Torremolinos), Nick Brooks-Sykes (Director of Tourism, Marketing Manchester), and Pere Granados (Mayor of Salou) joined a lively debate on the role of tourism taxes. The discussion explored the balance between maintaining destination competitiveness and ensuring tourism contributes fairly to local economies and communities. Panellists highlighted the significant economic and social value generated by inbound tourism, while also acknowledging the growing pressure on infrastructure, services, and residents in high-volume destinations. A central theme was governance—how tourism taxes are designed, implemented, and managed, and whether current approaches create clarity or fragmentation. The conversation also examined different models in practice, from industry-led initiatives to government-imposed schemes, and how revenues can be reinvested into improving visitor experiences and local quality of life.
After the conference, the Spanish Tourist Office proudly hosted the Spain Talks Media Awards 2026. Honouring excellence and innovation, the awards recognised journalists and content creators for their dedication to promoting Spain as a sustainable destination for the UK market. Showcasing themes such as geographical and seasonal diversity, along with fresh perspectives on lesser-known regions and cultures across Spain.
See here for the Spain Talks 2026 Media Library.
