Asturias Natural Paradise
1st International Congress
on Rural Tourism in Asturias
19 and 20 of November
Asturias Natural Paradise
1st International Congress on Rural Tourism in Asturias
19 and 20 November
WE LOOK FORWARD TO WELCOMING YOU TO ASTURIAS
Celebrate the 40th anniversary with us
On the occasion of the 40th anniversary of the Asturias Paraíso Natural brand and as a prelude to the four decades of rural tourism in 2026, this congress is presented as a key meeting point for professionals, entrepreneurs and agents in the rural sector.
19 and 20 November - Parador of Cangas de Onís
Over the course of two days, we will explore the challenges and opportunities of rural tourism in the 21st century: the evolution of the new traveller, sustainability as a strategic focus, the power of local experiences and the transformative role of digital tools - such as artificial intelligence - in promoting, managing and customising the offer.
The congress aims to deepen our understanding of rural tourism, discuss its current needs, and present regional, national, and international success stories that will serve as inspiration for the sector.
A broad and qualified line-up of speakers, moderators, and topics make up a programme focused on excellence, rigorous analysis, and the collective construction of a more innovative, authentic, and locally connected rural tourism.
Parador of Cangas de Onís
The congress will be held in the incomparable setting of the Parador Nacional de Cangas de Onís, a former Benedictine monastery.
19 and 20 November
Join us for two days packed with activities to learn about the state of rural tourism in Asturias and the latest developments in the sector.
A meeting place
In addition to our speakers, you will have the opportunity to meet other professionals from the sector, a space for networking and exchange.
You can book your place using the following form.
Our objectives
The 1st International Congress on Rural Tourism in Asturias is intended as a strategic space for reflection, learning, and connecting around the present and future of rural tourism. Its main objectives are:
- To analyse the current situation of rural tourism, both in Asturias and the rest of Spain, as well as in key international markets.
- To showcase successful regional, national, and international initiatives that serve as models for the professionalisation and development of rural tourism in Asturias.
- Explore the markets with the greatest potential, as well as the most effective channels for their promotion and marketing.
- Promote innovation and digitisation as the cornerstones of transformation of the sector, with special attention to the use of tools such as artificial intelligence.
- Promote comprehensive sustainability—environmental, economic, social, and cultural—as a basis for rural tourism that respects the land, its people, and its values.
For all these reasons, this congress provides a unique opportunity to consolidate rural tourism as an economic and social driving force, promoting sustainable and inclusive models and fostering continuous improvement in the sector’s competitiveness.
We look forward to welcoming you to Asturias
Who is it aimed at?
The 1st International Congress on Rural Tourism in Asturias is designed as a plural and participatory meeting point, aimed at all stakeholders involved in the development of rural tourism.
Its main target audiences include:
- Public institutions at local, regional, national and international level.
- Professionals from the rural tourism sector, including managers, technicians, consultants and entrepreneurs.
- Private entities directly or indirectly linked to rural tourism.
- Public-private organisations that promote territorial and tourism development.
- Foundations and non-profit organisations with an impact on rural areas.
- Business associations and collective movements linked to the tourism and rural sectors.
We look forward to welcoming you to Asturias
Schedule
The congress features a broad and qualified range of speakers, moderators, and topics that make up a programme designed to achieve the event's strategic objectives. Over the course of two days, key topics will be addressed, including the profile of the new rural traveller, sustainability, innovation, marketing, and the transformative role of artificial intelligence in the sector.
The new traveller and
the evolution
of rural tourism
- Getting to know the new tourist: keys to today’s rural tourism
- Today's traveller and the transformation of the sector
- Modernising without losing the essence: rural tourism in evolution
Sustainability and experiences
that connect with the territory
- Sustainability in action: experiences that make a difference
- Rural tourism with purpose: territory, sustainability and local value
- Activating the environment: responsible, authentic and sustainable tourism
Marketing and positioning
in a changing market
- Making the rural visible: selling, differentiating, positioning
- Promotion strategies for competitive rural tourism
- Winning over customers: key marketing and sales issues
Artificial intelligence applied
to rural tourism
- AI for rural tourism: technology at the service of the territory
- Accessible innovation: how AI is boosting rural tourism
- Digital transformation in rural areas: from tradition to artificial intelligence