The Spanish Tourism Office in Los Angeles becomes the first to join the Wor

The Spanish Tourism Office in Los Angeles becomes the first to join the World Religious Tourism Network

01-08-25

The Spanish Tourism Office in Los Angeles (USA) has marked a new milestone in the international promotion of Spain’s religious tourism by becoming the first Turespaña office abroad to join the World Religious Tourism Network (WRTN). This incorporation represents a strategic step that reinforces Spain’s institutional commitment to promoting its spiritual and cultural heritage in the U.S. market—one of the most important sources of travelers motivated by cultural, historical, and religious interests. This office is responsible for the promotion and marketing of Spain’s religious tourism products in the United States, which underscores the significance of its membership.

“For the Spanish Tourism Office in Los Angeles, joining the World Religious Tourism Network is a unique opportunity to connect North American travelers with the spiritual, cultural, and heritage richness of Spain. Each year we witness a growing interest in authentic and transformative experiences, and Spain offers routes and celebrations that fully meet those expectations,” stated Félix Alcaraz, Director of the Spanish Tourism Office in Los Angeles.

Since its creation in 1985 under the name INPROTUR, and its later transformation into Turespaña, the Spanish Institute for Tourism has led the country’s international tourism promotion, managing a network of 33 offices around the world. Its mission has always been clear: to position Spain as the world’s most desired destination, highlighting its environmental sustainability, social responsibility, and rich heritage. By joining the WRTN, the Los Angeles office reaffirms this vision, positioning religious tourism as a key vector in its promotional strategy.

In the words of Pilar Valdés, General Director of the World Network, “Joining the WRTN opens up new possibilities for international cooperation, access to specialized marketing tools, and the promotion of digital campaigns on social media and targeted media outlets. It also offers opportunities for training and technology transfer in the field of spiritual tourism. This alliance will enhance the visibility of emblematic routes such as the Camino de Santiago, the Lebaniego Way in Cantabria, Jubilee Years, the Camino del Rocío, the Footsteps of Saint Teresa, Holy Week in Córdoba, or the Candelaria Festivities in Tenerife, among many others. In short, it highlights the tangible and intangible heritage offered by the Spanish members of the Network, providing the North American public with profound and authentic experiences. Furthermore, it opens the door to creating synergies with American and Spanish tour operators to increase North American arrivals to Spain.”

Through Turespaña, ambitious campaigns have been developed in collaboration with regional governments, religious communities, and local stakeholders. In 2023, during FITUR, a protocol was signed with Cantabria’s Tourism Department to promote the Lebaniego Jubilee Year, while the Region of Murcia received Turespaña’s support to consolidate Caravaca de la Cruz as a permanent Christian pilgrimage destination. These actions included campaigns in Rome, familiarization trips, promotion through international offices, and activations in multimedia centers.

Additionally, the Spanish Tourism Office in Rome played a key role in April 2025 by presenting Zaragoza’s religious tourism offer within the context of its Jubilee Year, promoting sites such as the Basilica of Our Lady of the Pillar and Holy Week events. There has also been firm institutional support for emerging destinations within the network, such as Calasparra (Region of Murcia), which joined the WRTN at FITUR 2025, and the Fundación Camino Lebaniego, a founding member since FITUR 2024.

The incorporation of the Los Angeles office responds to a strategy of territorial diversification and market segmentation, key pillars of Turespaña’s vision. The U.S. audience has shown increasing interest in transformative journeys, spiritually meaningful travel, and cultural tourism tied to religious heritage. In this context, joining the World Network will allow the office to access a collaborative platform of experts, destinations, and international operators, as well as to launch specific campaigns that promote Spain’s sacred routes as benchmarks for sustainability, authenticity, and hospitality.

Beyond promotional work, Turespaña has developed a solid heritage conservation strategy. The renovation of 39 Paradores, restoration of religious landmarks such as San Juan de Ortega along the Camino de Santiago, and upgrades to facades and energy-efficient lighting, all demonstrate its commitment to tourism that respects history and the environment. These efforts are supported by multimillion-euro investments in tourism sustainability plans, which led Lonely Planet to recognize Spain as the “best sustainable destination” in 2024.

The iconic “Sun of Miró,” Turespaña’s logo since 1984, has also helped consolidate the Spain brand as a symbol of quality, diversity, and modernity. On its 40th anniversary (2023–2025), it has featured prominently in international campaigns that highlight Spain’s role in promoting cultural, spiritual, and environmentally responsible tourism.

With this new membership, the Spanish Tourism Office in Los Angeles not only expands the international presence of the Spain brand but also strengthens the country’s position as a global benchmark in religious tourism. This initiative will enable more effective connections with communities, travel agents, and tour operators in the United States, generating new opportunities for Spanish destinations seeking to attract travelers interested in faith, history, and sacred art. In doing so, Spain not only consolidates its status as a tourism leader but also as a spiritual and cultural bridge between continents.

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