Óscar Mateos: At FITUR 2027, Extremadura will be promoting the concept of ‘quiet luxury’

What is the current state of tourism in Extremadura?

Tourism in Extremadura is currently thriving, both in terms of the number of domestic and international visitors and in terms of employment, which is at its highest level since records began in 2011. In April, the tourism industry had over 29,100 people registered with the Social Security – a figure we could not have imagined a few years ago in Extremadura. I’m talking about 3,000 more jobs compared to April 2019, the year before the pandemic.

2026 has got off to a good start, as demonstrated by the large numbers of visitors attending events and celebrations that are important to us, such as the Badajoz Carnival (a Festival of International Tourist Interest), Holy Week, the Jerte Valley Cherry Blossom Festival, the Womad Festival in Cáceres, which attracted 120,000 attendees, and Emerita Lvdica, which brings Mérida’s Roman past to life and which, at its most recent edition, welcomed a record 175,000 visitors.

 What plans does the regional government have for the industry in this new phase?

The new parliamentary term in Extremadura began in mid-May. In this new phase that has just begun, with Laureano León as the new Minister for Culture, Tourism and Sport, we are going to consolidate a tourism model based on quality, sustainability and authenticity. A model that moves away from mass tourism and focuses on making the most of the resources that set Extremadura apart. It is clear that our region should not compete with other destinations by focusing on mass tourism, but rather by highlighting the uniqueness of our heritage, cultural, natural and gastronomic resources.

In the face of mass tourism, we champion ‘quiet luxury’, which attracts visitors interested in experiences linked to nature, historical heritage, local culture and traditions. We are clear that the growth of tourism must be achieved while ensuring the conservation of the natural environment and our heritage, and avoiding any negative impact on the very resources that constitute our main attraction. We must protect and promote our historical and architectural heritage as one of Extremadura’s key competitive strengths.

We view heritage not only as a means of cultural preservation, but also as a tool for economic development. Its proper management and utilisation create new opportunities for employment and economic activity. Let’s take, for example, the Mérida International Classical Theatre Festival. This summer will mark its 72nd edition and, once again, it will be one of Spain’s most important cultural events. It combines high-quality performances and shows on a magnificent stage steeped in 2,000 years of history: the Roman Theatre of Mérida, an icon of this UNESCO World Heritage city. In addition, several productions from the Mérida Festival will be staged at three Roman monuments located in rural areas of Extremadura: Medellín, Regina and Cáparra. In this way, we bring our heritage to life and breathe new life into lesser-known places that have great potential.  

Culture, tourism, gastronomy and sport are not isolated industries, but interconnected fields capable of generating wealth, employment, regional cohesion and opportunities for the future.

What other attractions and market segments will you be promoting?

We want visitors to Extremadura to experience ‘quiet luxury’, and this encompasses many niche markets, from gastronomic tourism to spa tourism, birdwatching and stargazing. I’m not talking about ostentation or flashiness. Listening to nature, savouring the flavours of food that actually tastes like food, and chatting over a meal with a local producer; observing orchids and birds in a well-preserved environment; counting stars in a sky free from light pollution, relaxing at a spa with Roman thermal baths or, as I mentioned earlier, watching a classical comedy on a stage built two millennia ago. Our aim is to highlight the value of the intangible, the landscape, locally sourced produce and the warmth of the Extremadurans. We want tourists to return home saying, “I wasn’t expecting this in Extremadura”. It is a luxury that money can’t buy, but which is very valuable.

What potential does tourism have for economic transformation in Extremadura?

We see tourism as a genuine driver of economic and regional transformation for Extremadura. In conjunction with culture, heritage and sport, it has the potential to generate wealth, employment and opportunities for the future. Tourism must play a key role in combating depopulation and revitalising rural areas in Extremadura. Its benefits must reach the whole of Extremadura and not be concentrated solely in certain areas or towns, thereby contributing to territorial balance. In our view, tourism is not merely a supplementary activity, but a strategic pillar of our region’s economic development.

How will you use digitalisation to attract visitors?

Digitalisation will undoubtedly play a very important role. We are working on a new Tourism Intelligence Platform that will help us modernise the industry. It will provide the government and businesses with accurate data, enabling them to anticipate demand and make decisions almost in real time. We want to transform the region into a smart, sustainable and uncrowded inland destination, replacing intuitive decision-making with big data analytics shared across the entire business sector.

What is the nature of the regional government’s collaboration with private companies?

Collaboration with the private sector is central to our government’s work. Without businesses, there is no tourism. We engage in wide-ranging and constructive dialogue with various groups and associations.

I would like to highlight four initiatives launched by the Regional Government of Extremadura which clearly illustrate our collaboration with the business sector. In 2012, we were pioneers in Spain when we set up the ‘Birding in Extremadura’ product club to promote birdwatching tourism. We know that our region is one of the best birdwatching destinations in Europe, but we need to organise what’s on offer and work closely with professionals to provide a high-quality service. Since then, the Birding Club has grown steadily and now comprises 170 companies and organisations, ranging from accommodation providers and specialist guides to travel agencies and nature photography companies. We have followed this model with the Cheese Route, the ‘Dehesa de Extremadura’ Iberian Ham Route and the Olive Oil Route. Under the name ‘Sustainable Gastronomic Routes of Extremadura’, these three product associations bring together 470 members, including livestock farms, cheese dairies, ham curing facilities, olive oil mills, accommodation providers and restaurants.

Thanks to this offer, visitors to Extremadura can, for example, book a guided tour to spot black vultures and golden eagles in Monfragüe, visit a traditional cheese dairy and make cheese with their own hands, or go on a safari through the dehesa (pastureland) to learn about the origins and production process of acorn-fed Iberian ham. These are experiences that tie in very well with the concept of ‘quiet luxury’ I mentioned earlier. 

How did your participation in the last edition of FITUR contribute to the development of tourism in Extremadura, and what are your expectations for FITUR 2027?

FITUR is a must-attend event and a superb opportunity to showcase our products and new features to industry professionals and the general public. The figures for our participation in the 2026 event were very encouraging. More than 160,000 people visited our stand. In the area dedicated to businesses, we welcomed 1,600 professionals from Spain and countries such as France, the United Kingdom, Germany, Portugal, the United States and Mexico, among others. We held more than 600 work meetings. There are two figures that show just how well Extremadura was received by the general public at FITUR 2026. Around 5,000 people took part in the food tastings organised over the five days of the trade fair. And more than 8,000 photographs were taken in an immersive space that recreated a waterfall in the north of Extremadura.

We have high hopes for FITUR 2027. We want to reinforce the concept of ‘quiet luxury’ and the image of a destination associated with quality of life, nature, heritage, and cultural and gastronomic experiences, far removed from the tourist overcrowding found in other regions.