At FITUR 2026 in Madrid, the Principado of Asturias presents an innovative, immersive stand commemorating 40 years of rural tourism. The space features a journey through the four seasons with high visual impact, an interactive large-scale map allowing exploration of resources in every concejo (municipality), and a virtual metahuman guide. It highlights a model tied to territory, sustainability, innovation, and community, reinforcing Asturias as a diverse, active destination year-round. The stand serves as a business hub, showcasing gastronomic excellence, digitalisation, and nature-based offerings.
Asturias is enhancing its visitor experience in 2026 by building on its reputation as a sustainable, nature-rich destination in northern Spain.
Known for its lush landscapes, rugged coastline, pre-Romanesque heritage, and cider culture, the region is focusing on year-round appeal, desestacionalisation, and improved accessibility. Key additions include promotional innovations, regulatory advancements for quality tourism, and notably, a new direct air link from Ireland.
Asturias is positioning itself as ” Asturias se disfruta los 365 días del año ” (Asturias destination for the 365 days of the year), with a strong emphasis on immersive, sustainable experiences across all seasons.
The region coordinates the Espana Verde (Green Spain) brand strategy in 2026, promoting an ecotourism corridor with neighbouring areas and initiatives like the Gran Ruta to attract visitors seeking authentic, low-impact travel.
Regulatory enhancements include a new decree regulating holiday homes (viviendas vacacionales and viviendas de uso turistico) to ensure quality, coexistence with residents, and responsible growth. Additionally, the government is advancing legislation for a voluntary tourist tax (tasa turistica), applicable at municipal level, to be in place before the end of 2026, funding sustainability measures despite sector opposition.
A major boost to accessibility and international appeal comes with the launch of a new Aer Lingus route from Dublin to Asturias (Oviedo Airport). Starting on 5 May 2026, flights operate twice weekly (Tuesdays and Saturdays), with one-way fares from €59.99 including taxes. This direct connection strengthens links with Ireland, facilitating easier access for visitors to explore Oviedo’s medieval old town, cider houses, UNESCO-listed pre-Romanesque sites, the Picos de Europa mountains, and the spectacular northern coast.
