ExpoVacaciones 2025, held in Bilbao, continues to be one of Spain’s leading tourism fairs, bringing together national and international destinations to showcase the latest trends in travel, culture, gastronomy, and sustainability.

With a growing number of visitors each year, the fair serves as a vital platform for tourism professionals, regional governments, and international representatives to present their offerings and foster cross-border cooperation. It particularly emphasizes experiential travel, culinary tourism, and the promotion of lesser-known regional gems across the Iberian Peninsula.

Among the standout participants at this year’s event was the Provincial Council of La Coruña (Deputación da Coruña), representing one of Galicia’s most culturally and geographically diverse provinces.

Known for its rugged coastline, medieval towns, lush landscapes, and the globally recognized pilgrimage city of Santiago de Compostela, La Coruña is a dynamic destination that merges tradition with innovation. At the forefront of its 2025 promotional efforts is the campaign “A paisaxe que sabe”—a play on words that links landscape, taste, and knowledge.

Representing the Council at ExpoVacaciones, Paula Cabado, Project Technician in the Tourism Section of the Provincial Council of La Coruña, provided insight into how the province is elevating its tourism appeal through gastronomy, sustainability, and strategic market diversification.

At ExpoVacaciones 2025, one of Spain’s premier tourism fairs, the Provincial Council of La Coruña unveiled its latest tourism campaign, “A paisaxe que sabe” (“The Landscape That Knows”), emphasizing the fusion of the region’s rich landscapes with its renowned gastronomy.

Paula Cabado, Project Technician in the Tourism Section of the Provincial Council of La Coruña, shared insights into the campaign’s objectives and the province’s diverse tourism offerings.

A Campaign Rooted in Landscape and Flavor

“‘A paisaxe que sabe’ is more than a slogan; it’s an invitation to experience La Coruña through its landscapes and flavors,” explained Cabado. The campaign plays on the dual meaning of the Galician word “sabe,” which translates to both “knows” and “tastes,” encapsulating the idea that the landscape imparts knowledge and flavor.

The initiative aims to highlight the province’s culinary excellence, boasting at least ten Michelin-starred restaurants spread across both urban centers and small coastal villages. These establishments prioritize sustainability, sourcing local ingredients and supporting regional producers. “Our chefs are deeply connected to the land and sea, creating dishes that reflect our heritage and commitment to sustainability,” Cabado noted.

Diverse Tourism Offerings for Varied Travelers

La Coruña’s tourism appeal extends beyond gastronomy. The province offers a diverse range of experiences catering to different traveler profiles.

From pilgrims journeying to Santiago de Compostela to luxury tourists seeking high-end accommodations, and from cruise passengers exploring coastal towns to nature enthusiasts hiking through scenic trails, La Coruña has something for everyone.

“We’re working to enhance our luxury tourism sector, with excellent hotels in our main cities and unique experiences that showcase our culture and natural beauty,” Cabado stated.

The province’s varied landscapes, including beaches, mountains, and historic sites, provide a rich backdrop for these experiences.

Expanding Market Focus

While La Coruña has traditionally focused on European markets, particularly the UK and Portugal, the province is now broadening its outreach. “We’re launching general campaigns that appeal to a wide audience, and we’re beginning to focus on emerging markets like India,” Cabado revealed. This strategic expansion aims to attract a diverse range of visitors and promote the province’s unique offerings on a global scale.

Commitment to Sustainable Tourism

Sustainability is at the heart of La Coruña’s tourism strategy. The province is dedicated to promoting responsible tourism that benefits local communities and preserves the environment.

“Our goal is to develop tourism that supports local economies, respects our natural and cultural heritage, and offers authentic experiences to visitors,” Cabado emphasized.

Initiatives include collaborating with local chefs and producers, promoting off-season travel to reduce overcrowding, and developing rural tourism that highlights lesser-known areas.

These efforts aim to create a balanced tourism model that ensures long-term sustainability.

Looking Ahead

La Coruña’s presence at ExpoVacaciones 2025 underscores its commitment to showcasing the province’s rich cultural and culinary heritage.

Through campaigns like “A paisaxe que sabe,” the province invites travelers to explore its landscapes, savor its flavors, and engage with its vibrant communities.

As the province continues to innovate and expand its tourism offerings, it remains focused on providing meaningful and sustainable experiences that honour its traditions and embrace the future.

The post La Coruña Showcases ‘A paisaxe que sabe’ Campaign at ExpoVacaciones 2025 Highlighting Gastronomy and Sustainable Tourism appeared first on Travel And Tour World.