Asturias celebrates 40 years of rural tourism at Fitur 2026 with an immersive stand that covers the four seasons of the year, and reflects a tourism model linked to the territory, sustainability and innovation.
40 years of rural tourism looking to the future
At Fitur 2026, Asturias commemorates the 40th anniversary of the birth of rural tourism with an immersive stand that invites visitors to discover the destination at all times of the year. The proposal covers the four seasons, and projects an image of Asturias as a diverse, sustainable and attractive destination during the twelve months, in line with the objectives of deseasonalisation.
The presence of Asturias is articulated around a space that reflects the evolution of its tourism model: a tourism linked to the rural world, nature and local communities, which today is projected into the future based on identity and innovation.
An immersive stand that travels through the four seasons
The design of the stand proposes an immersive experience with a high visual impact, which goes through the four seasons of the year. The entrance is conceived as a large audiovisual entrance with large format LED screens and state-of-the-art translucent screens, which envelop the visitor with images of waterfalls, beaches, forests and snowy landscapes.
The tour builds a sensory story that invites visitors to discover Asturias beyond the high season, and reinforces the objective of deseasonalisation.
Identity, sustainability and innovation
The proposal pays tribute to four decades of rural tourism as a pioneering model linked to the territory and local communities. This legacy is now expressed in a contemporary language that combines identity, emotion and innovation in a stand whose scenography is made of sustainable materials.
The four Quality Brands of the Principality -Casasas, Villages, Mesas and Cider Bars-have their own space within the stand, reinforcing the visibility of a tourism model based on excellence, authenticity and the link with the territory. The Cities of Asturias also have an exclusive tourist information desk, located next to the general information desk.
Technological innovation and new campaign
The technological innovations of the stand are completed with a large interactive map, which allows you to explore the tourist attractions of all the councils and with NELA Experience, a virtual metahuman guide that interacts with the public and personalises the information according to the interests of each visitor.
The stand also served as a stage to unveil the slogan of the new campaign of Asturias Tourism, which opens a new stage in the communication of the destination.
Cider Culture and experiences
Asturian Cider Culture has its own space in the form of a cider cellar-shop, where cider tastings and a virtual reality experience are offered , developed in collaboration with the PDO Cider of Asturias, integrating tradition and innovation.
A space for professional meetings
Beyond the exhibition experience, the Asturias stand reinforces its vocation as a space for professional meetings and dialogue with the tourism sector.
The central agora hosts an intense professional and informative agenda, with almost 50 presentations: some promoted by the Principality, focusing on the main challenges and opportunities of the destination - such as the new tourism campaign, air connectivity, rural tourism and cider culture - and others led by town councils, associations and tourism organisations from all over Asturias, reflecting a collaborative and participatory model.
The Terraza del Paraíso, conceived as a business area, has been enlarged to allow meetings for more than 120 people, and is located under a large reinterpreted breadbasket. The media area has been doubled in size to facilitate their professional activities .
The institutional agenda culminates with the celebration of Asturias Day, a day broadcast live by streaming, which reinforces the external projection of the destination.
Activities for all audiences
During the weekend, the stand opens its doors to the general public with an informative and participative programme. Games, demonstrations and tastings of products with Protected Geographical Indication -Chosco de Tineo, Asturian Beef and Honey from Asturias-, and El Paxu, a virtual reality experience promoted by the Villaviciosa Town Council with images by the artist Xurde Margaride, allow visitors to discover the cultural and gastronomic wealth of the territory, as well as activities promoted by the Quirosana Tourism Association (AQUITUR) around the Senda del Oso (Bear Trail).
Throughout the five days of Fitur, the venue will maintain a permanent tourist service through two counters: one for general information and the other specifically for Cities of Asturias.
The activity on social networks will be disseminated under the hashtag #AsturiasenFitur.