At FITUR 2026 in Madrid (21-25 January), Extremadura presents under the slogan “Extremadura Extraordinaria. Un destino para el mundo,” with a stand focused on sustainability, tranquility, and an alternative to mass tourism. The programme includes 70 presentations, 23 gastronomic experiences, catas, and immersive showcases to project the region internationally.
Extremadura, the vast inland region of southwestern Spain known for its dehesas (oak-studded pastures), UNESCO World Heritage sites in C√°ceres and M√©rida, Roman ruins, medieval towns, and exceptional Iberian ham and wines, is gaining momentum as a premier destination for 2026. It positions itself as an authentic, uncrowded alternative to saturated coastal and urban hotspots, emphasising sustainable tourism, “lujo silencioso” (silent luxury), nature, heritage, and gastronomy. Bloomberg has highlighted Extremadura as one of the top 25 global destinations for 2026, praising C√°ceres and its emerging boutique scene as a fresh, undiscovered gem.
While Extremadura’s hotel developments remain more measured than in coastal regions, focusing on quality restorations and boutique properties, several enhancements bolster the upscale offering in 2026.
The Palacio de Godoy C√°ceres, Curio Collection by Hilton, which opened in late 2025 following a ‚Ǩ14 million restoration of a 16th-century conquistador palace, continues to define the region’s luxury arrival into 2026. With 73 rooms in a prime historic location near Plaza Mayor, it blends heritage architecture with modern comforts and immersive experiences tied to Extremadura’s role in the conquest of the Americas. This property marks a milestone for upscale tourism in C√°ceres and remains a flagship enhancement.
Additional projects are in the pipeline, with reports indicating around 13 new hotels expected in the coming years, including two potential openings in 2026 and further developments by 2028 (such as in Casas de Mill√°n). These emphasise conversions of historic buildings and rural boutique stays, aligning with the growth of high-end, authentic accommodations in areas like the dehesa landscapes and villages. Existing luxury options, such as Paradores in restored castles and monasteries, along with boutique properties like Atrio in C√°ceres, receive ongoing refinements to cater to discerning travellers seeking tranquility.
Extremadura’s 2026 visitor experience centres on three core pillars: nature and outdoor activities, cultural and patrimonial heritage, and gastronomy as the “sabor y alma” (flavour and soul) of the territory.
The region promotes over 40 outdoor sports modalities, from hiking and birdwatching in Monfragüe National Park (a prime spot for vultures, eagles, and storks) to cycling, stargazing, and adventure in vast natural spaces. These encourage year-round, low-impact exploration.
Heritage remains a draw, with enhanced access to sites like the Roman Theatre in M√©rida, the medieval walled old town of C√°ceres, the Royal Monastery of Guadalupe, and Trujillo’s plazas and conquistador mansions. The strategy highlights “intangibles” such as space, time, authenticity, and safety for personalised, reflective travel.
As always with Extremaduro, Gastronomy takes centre stage with emblematic products-pimentón de la Vera, Iberian meats, cheeses, wines, and oils-featured in tastings, workshops, and events. Michelin-starred restaurants like Atrio and Versátil showcase innovative uses of regional ingredients.
Victoria Bazaga, Consejera de Cultura, Turismo, J√≥venes y Deportes de la Junta de Extremadura (in functions), has articulated the vision: “Extremadura es hoy una alternativa real a destinos saturados, un lugar donde la autenticidad, la tranquilidad y el contacto con el territorio siguen siendo nuestro mayor valor.” She has defined the “lujo silencioso” model as rooted in authenticity, calm, and deep connection with the environment, targeting travellers who seek personalised experiences away from crowds.
