Zaragoza will once again become a meeting point for tourism in northern Spain for a weekend thanks to a new edition of ARATUR, the Aragonese Tourism Fair. The event, celebrating its twentieth edition, will be held from May 15 to 17, 2026, at the Conference Center, now firmly established as the regular venue for the event.
Over three days, the exhibition center transforms into a vast showcase of destinations, experiences, and travel and adventure tourism offerings from Aragon, other regions of Spain, and several European countries. The blend of cultural offerings, nature, gastronomy, family tourism, and live activities makes ARATUR a fair designed for both professionals and the general public.
A well-established fair with 20 editions and 80 exhibitors
ARATUR celebrates its twentieth edition, maintaining its original mission: to offer travel ideas in one place without leaving Zaragoza . This year, the Conference Center hosts around 80 exhibiting brands occupying more than 2.000 square meters, bringing together institutions, tourist destinations, companies in the sector, and associations.
The fair has become one of the leading tourism events in the Ebro Valley, both for the number of visitors it attracts and for the diversity of its offerings. It is organized by Feria de Zaragoza, which remains committed to an open, participatory event model with a strong emphasis on live experiences.
The official opening of this edition is attended by representatives from the main tourism-related administrations: the Government of Aragon, the Zaragoza City Council, the Spanish Government Delegation, Aragon Tourism, Zaragoza Tourism, and the Chamber of Commerce, among others. The authorities emphasize ARATUR's role as a promotional tool and showcase for Aragon's tourism strength.
The president of Feria de Zaragoza highlights the trajectory of the show, recalling that it has been two decades of trust from destinations, companies and institutions that have found in ARATUR a window to approach the traveler and present new travel experiences.
Schedule, access and format of the Aragonese Tourism Fair
The Conference Centre is located next to the Zaragoza-Delicias train station, making it easily accessible to visitors not only from the city itself, but also from various parts of Aragon and neighboring regions . This venue was chosen for both its capacity and its excellent rail and road connections.
The fair is open Friday and Saturday from 11:00 to 14:30 and from 17:00 to 20:30 , while on Sunday the afternoon closing time is brought forward to 19:30. Access to the event is free, although prior registration is required, which can be done either at the entrance of the Conference Center or through the official ARATUR website.
Children under 16 can enter without individual accreditation, which encourages families interested in planning getaways and holidays to attend. The organizers hope to surpass last year's figures, which saw over 15.000 visitors, confirming the public's interest in this type of event.
The ARATUR format combines a classic exhibition area —with stands from destinations and companies— with a significant program on the ARATUR Stage and in the exhibitors' own spaces, where presentations, tastings, culinary demonstrations and participatory activities take place.
Aragon, a protagonist with a wide representation of destinations
Aragonese tourism occupies a central place in the design of the fair . The Government of Aragon, through Turismo de Aragón (Aragon Tourism), has set up a stand of approximately 100 square meters under the creative theme "Aragon is the color, you decide the trip," which serves as an umbrella for a wide range of offerings.
This space promotes mountain destinations, cultural getaways, rural tourism, nature, and outdoor activities. Regions and towns such as Ribagorza, Gúdar-Javalambre, Fuendetodos, Quinto, Mora de Rubielos, Villanueva de Huerva, and the Bajo Aragón-Caspe region showcase their heritage, natural beauty, and gastronomy through informational materials, recreations, and immersive experiences.
Highlights include presentations of wine routes and wine tourism proposals , such as the Campo de Cariñena Wine Route, the Calatayud Wine Route and the Cariñena Wine Museum project, as well as activities to discover unique resources such as the Quinto Mummy Museum or the dinosaurs of Villanueva de Huerva.
Family and educational tourism also has its place, with activities such as children's dinosaur contests, virtual visits, historical reenactments or creative workshops that allow the Aragonese heritage to be brought closer to the youngest in a fun and participatory way.
Aragon Tourism is also taking advantage of the event to strengthen its position in nature tourism and stargazing , with proposals related to the solar eclipse scheduled for August and educational activities that promote astrotourism in different parts of the territory.
Zaragoza presents itself as a UNESCO Creative City of Gastronomy
The Zaragoza City Council is attending ARATUR with its own stand, reinforcing its new positioning as a UNESCO Creative City of Gastronomy , a distinction incorporated into the Creative Cities Network at the end of 2025. This international recognition places gastronomy at the heart of the municipal tourism strategy.
The Aragonese capital is showcasing a diverse offering at the fair, combining heritage, culture, local products, hospitality, and commerce , with a particular focus on gastronomic experiences linked to cuisine and wine. The city boasts thousands of hospitality licenses and hundreds of food establishments, reflecting the sector's significant economic and social impact.
Over the past year, initiatives such as the International Garnacha and Sustainable Gastronomy Festival , linked to the Zaragoza, World Capital of Garnacha project, have been promoted with the aim of boosting wine tourism and the annual gastronomic program. A new edition of the Garnacha Fair is planned for 2026, further solidifying this commitment.
The new municipal tourism brand, under the slogan "Zaragoza, the city where everything happens", is also present in the exhibition space, with a renewed visual code in which a Z-shaped window serves to show different corners and experiences of the city, reinforcing its identity and its story as a dynamic urban destination.
During ARATUR, the "Zaragoza UNESCO Creative City of Gastronomy" raffle is being held to raise awareness of this recognition and introduce the public to the city's new culinary image. In addition, the stand shares the spotlight with the Spain by Train network, which brings together 35 Spanish cities connected by high-speed rail, highlighting Zaragoza's role as an accessible and well-connected destination.
Official Tapas Guide and promotion of gastronomic tourism
In the context of the event, the municipal area of ​​Culture, Education and Tourism also participates in the presentation of the Official Tapas Guide of Zaragoza and Province , prepared by the Association of Cafes and Bars with the support of the Government of Aragon, the City Council and the Provincial Council.
This publication compiles the creations of 153 establishments that participated in the thirtieth edition of the Zaragoza and Province Tapas Competition, held in November 2025, allowing the visitor to have a very complete map of bars and tapas proposals both in the capital and in the rest of the territory.
Approximately 10.000 pocket-sized copies have been printed and will be distributed to tourist offices and points of interest, with the aim of promoting local gastronomic tourism and highlighting tapas as a culinary, social, and hospitality hallmark of the province.
The presentation of the guide fits with the strategy of reinforcing the importance of cuisine in Zaragoza's tourism offering, taking advantage of ARATUR's visibility to promote local initiatives and proposals that can extend the stay of visitors in the city and its surroundings.
Meanwhile, various stands at the fair are organizing tastings and samplings of typical products, including wines, oils, sausages, honeys or organic salts , which contribute to consolidating the image of Aragon as a leading gastronomic destination at the national level.
Presence of national destinations: from Navarre to Ceuta
In addition to Aragon's strong presence, ARATUR brings together a significant number of Spanish inland and coastal destinations . Navarra, Soria, Menorca, Ceuta, Valencia, Castellón, Salou, Calafell, the Baix Gaià Coast, the campsites of Tarragona, and the hotels of the Costa Daurada are among the participants.
The presence of these communities and municipalities broadens the range of options for the public, who can find information all in one place about city breaks, beach tourism, nature trips, cultural routes, and family-friendly activities . This diversity reflects the trend of combining short weekends with longer vacations.
In the case of Navarra, the fair serves to promote products such as Pacharán, artisan honeys or organic salts from its springs, through tastings scheduled at the Visit Navarra stand, which are complemented by gastronomic activities focused on products with designation of origin.
Ceuta is attending ARATUR for the first time, aiming to position itself as an alternative destination for those seeking a unique trip that combines heritage, sea, and a crossroads of cultures . Menorca, for its part, is showcasing its coastal landscapes and outdoor leisure activities.
The provincial councils and tourism entities of the Valencian Community and Catalonia present their beaches, natural spaces, campsites and offers for family tourism, reinforcing the image of the fair as a radar of trends and showcase for all kinds of travelers , from those who prefer mountains and hiking to those who seek sun and sea.
Portugal and France strengthen ARATUR's international dimension
The international component of the trade fair is strengthened by the participation of Portugal and France, two countries with a significant tourism presence in Europe . The Portuguese Centre is attending the fair for the first time, while the French delegation has expanded its presence compared to previous editions.
The Portuguese region showcases some of its main attractions, such as the Aveiro Lagoon, its canals and historic villages , as well as landscapes that combine coast, inland areas, and mountains. The Serra da Estrela, the country's highest peak, is also promoted as an ideal destination for nature tourism and active travel.
Portugal seeks to consolidate its image as a versatile destination for short breaks and longer stays , leveraging its combination of heritage, gastronomy, and natural spaces. Its participation in ARATUR reflects its intention to gain visibility in the northern Spanish market.
In the case of France, the fair focuses on mountain and high nature tourism in the Pyrenees, with proposals such as the Artouste Train, considered one of the highest high mountain tourist trains in Europe , which travels through Pyrenean landscapes to the Artouste lake, at more than 2.000 meters altitude.
The French offer is completed with destinations such as Asson and its surroundings, located between Pau and Lourdes, which are presented as alternatives for those looking for outdoor routes, family activities and experiences linked to the mountains and wildlife.
Soria and the solar eclipse: an example of thematic strategy
Among the national destinations that have decided to strengthen their presence at ARATUR, the province of Soria stands out, recovering its own 22 square meter stand after several years participating under the institutional umbrella of the Junta de Castilla y León.
The Provincial Council of Soria has opted for a separate space after the Regional Government of Castile and León did not attend this year's event. The aim is to consolidate the Aragonese market, which accounts for approximately 10% of the province's visitors, by leveraging its geographical proximity to Zaragoza and excellent road connections.
The Soria stand becomes a meeting point for professionals and the general public, from which the provincial offer is presented in a comprehensive way: nature, cultural heritage, themed routes, active tourism, local gastronomy and tourist products adapted to different profiles.
One of the main focuses of their campaign at ARATUR is the total solar eclipse scheduled for August 2026. The Provincial Council has designed a specific strategy to position Soria as a prime destination for observing the phenomenon, based on the quality of its skies, low light pollution, and abundance of open natural spaces.
At the Soria stand, you can find information on astrotourism, activities planned around the eclipse, and suggestions for combining stargazing with other experiences, thus reinforcing the province's image as a year-round destination for nature and experiential tourism.
Activities, showcookings and experiences for all audiences
ARATUR is more than just a simple booth-hopping experience. The daily program includes destination presentations, historical reenactments, guided tastings, cooking demonstrations, and interactive activities designed to engage visitors and encourage them to discover new places.
The ARATUR Stage showcases guides, digital routes and guided tours , tourism projects and innovative experiences, while the stands continuously host tastings of wines, oils, cured meats and locally sourced products . Culinary demonstrations by chefs from different regions offer a close-up look at representative dishes and products.
Recreations of local legends, such as those linked to Ribagorza or historical figures, coexist with virtual visits to unique resources such as the Quinto Mummy Museum, which can be explored using virtual reality glasses, bringing heritage closer through technology.
For the youngest visitors, there are competitions, creative workshops and educational activities related to dinosaurs, nature or popular culture, encouraging the fair to be experienced as a family leisure activity and not just as an informational space.
In parallel, the tastings and workshops organized by different designations of origin and local producers allow the gastronomic richness of Aragon and other territories present to be valued, reinforcing the idea that food and wine are today an essential component of many travel decisions.
Tourism as an economic driver in Aragon
The ARATUR event takes place within a context of sustained tourism growth in Aragon . Data from the first quarter of 2026 indicates 775.518 visitors and more than 1,7 million overnight stays in the region, representing increases of around 3,8% and 6,9%, respectively, compared to the same period of the previous year.
Record figures were reached in 2025, with just over 4 million visitors and nearly 9 million overnight stays. The tourism sector accounts for approximately 10,7% of the regional GDP and generates over €4.100 billion in economic impact , supporting some 67.500 direct and indirect jobs, making it one of the main drivers of the Aragonese economy.
The regional and local authorities agree in highlighting the positive evolution of the sector and emphasize that Aragon has become one of the most visited inland communities in Spain , with growth supported by both domestic tourism and the arrival of visitors from other regions and European countries.
Zaragoza, for its part, is experiencing a particularly favorable moment in terms of visitors and overnight stays, with records registered in 2025. The combination of heritage, cultural offerings, events calendar and the growing importance of gastronomy has contributed to strengthening its appeal as an urban destination.
In this scenario, ARATUR is consolidating itself as a useful tool to continue boosting the sector, facilitating contact between destinations and professionals, and bringing citizens new ideas for traveling within and outside of Spain , maintaining the focus on sustainability, quality of experience and diversification of the offer.
The Aragonese Tourism Fair thus consolidates its role as a key event in the trade fair calendar of the northern peninsula, where diverse tourism strategies converge, from the promotion of major astronomical events to the enhancement of local gastronomy or small rural getaways, all concentrated in three days in which Zaragoza acts as a great travel showcase.
