Else Beekman
To mark 40 years of the iconic tourism brand Asturias, natural paradise, a series of creative events are rolling out across Spain, with a giant interactive cake as their centrepiece.
This spring, residents of Madrid, Valladolid and Bilbao will encounter an unusual sight: an enormous cake doubling as a travelling tourism office. When passers-by press a button, the cake opens to reveal live bagpipe music and a walk-in installation showcasing immersive projections of Asturias, natural paradise.
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With this playful initiative which is part of a broader campaign, the Principality of Asturias wants to commemorate four decades since the region first adopted the Asturias, natural paradise slogan. The programme aims to celebrate the milestone and to highlight Asturias as a sustainable, year-round travel destination, especially for young, urban audiences.
Deputy Minister for Tourism Lara Martínez presented the strategy this week in Gijón. It includes both national promotion and regional activities throughout 2025. “We want this anniversary to be more than just a celebration,” she said, “but a chance to reinforce a tourism model that respects local values and the environment.”
Among the highlights is a marketing campaign focused on digital and viral content, designed to reintroduce Asturias, natural paradise as an ideal getaway at any time of year.
Events across Asturias, natural paradise
In Asturias itself, the celebrations will feature ‘Carreras del Paraíso’—a series of local races across various municipalities. These sporting events will culminate in traditional community gatherings at the finish line, complete with live music, children’s games and folk activities.
In the autumn, the region will host the International Rural Tourism Summit in Cangas de Onís, where industry professionals will gather to discuss the future of rural travel and sustainable development in Asturias, natural paradise.
The campaign will also include limited-edition postage stamps, short films, and a photography competition spotlighting hidden corners and unique experiences in Asturias, natural paradise.
To close the year, the regional government will organise a formal gala to honour those who have contributed to the success and global recognition of the Asturias, natural paradise brand over the past four decades.
Tourism growth in Asturias since the pandemic
Since the pandemic, Asturias has seen a strong recovery in tourism. Visitor numbers were climbing steadily. By late 2024, the region had already welcomed more than 2.7 million travellers, outpacing the previous year’s total. Domestic tourism led the way and international arrivals also rose notably. The momentum carried into early 2025: January alone brought over 84,000 visitors and more than 160,000 overnight stays. That made the start of 2025 one of the strongest and pointing to a year on record. Tourist apartments have been particularly popular, and the rebound has helped boost employment across the sector. However, the rural tourism in the region is suffering a bit from the growing trend of shorter getaways. This results in fewer overnight stays and less income.
Consulted sources: Rtpa.es and CadenaSer
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