The big interview: Spain’s blend of convenience and variety

Manuel Butler, Director of the Spanish Tourist Office in London and former Executive Director of the United Nations World Tourism Organisation, discusses reasons to visit inland Spain

Why is Spain a UK favourite?

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Manuel Butler, Director of the Spanish Tourist Office in London

I believe Spain’s appeal to UK holidaymakers lies in its perfect blend of convenience and variety. It’s an easy getaway for travellers seeking everything from sun-soaked beaches to vibrant cultural city breaks and tranquil rural escapes, and the short flights and excellent accessibility allow for that.

Beyond that, a longstanding connection between the UK and Spain has cultivated a sense of familiarity with Spanish customs, cuisine, and language, making it a comfortable destination for many.

This relationship between the British and Spanish Tourism industries is outstanding, and has been based on trust for many decades now.

Why promote inland regions like Castilla la Mancha, Extremadura, Aragon, and Castilla y Leon?

Promoting the inland regions of Spain offers a chance to experience a more authentic side of the country. These areas are rich in history and heritage; you will find medieval towns, ancient castles, and UNESCO World Heritage sites.

Gastronomy is another major draw, with regional specialties, wine routes, and traditional cuisine providing unique culinary experiences. Nature lovers can explore national parks, hike scenic trails, and enjoy outdoor adventures.

I think travel agents should focus on cultural experiences to sell these destinations effectively, such as visiting Toledo, the Roman ruins in Extremadura, or walking the Camino de Santiago.

Organising themed tours focused around wine tasting, historic architecture, or literary landmarks like Don Quixote’s La Mancha is also appealing for many visitors.

Additionally, highlighting seasonal events and festivals, such as Holy Week celebrations and local fairs, can add an extra layer of appeal for anyone seeking immersive cultural experiences.

Will UK travellers feel welcome in inland regions given recent protests in some popular areas

Most definitely! Visitors to these areas are often met with genuine warmth, as locals appreciate those who show interest in their rich heritage and traditions. Additionally, these regions are increasingly focused on eco-tourism, emphasising sustainable travel and respectful engagement with local customs. This approach aligns well with the growing demand for responsible tourism, since it offers travellers a chance to explore authentically while minimizing their environmental impact.

What are the key themes and experiences awaiting visitors heading to Spain’s inland regions?

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Cathedral-Basilica of Our Lady of the Pillar

I would say history enthusiasts will be drawn to ancient castles, monasteries, and medieval cities, while food lovers can embark on culinary journeys featuring local wines, cheeses, and regional specialties. Nature and adventure seekers will find plenty to enjoy, from national parks and scenic hiking trails to bird-watching in serene landscapes. For those looking to spiritual and pilgrimage routes, iconic paths like the Camino de Santiago and other sacred sites provide meaningful and reflective travel opportunities.

What would you point to as inland Spain’s unique regional characteristics and cuisines?

Local agriculture and culinary traditions I believe are defined by their geographic diversity, with mountainous landscapes, rolling plains and fertile river valleys shaping everything. The rich cultural legacy of Moorish, Roman, and Christian influences is reflected in both the architecture and the regional cuisine.

Each area boasts unique specialties: Castilla-La Mancha is known for its Manchego cheese, saffron, and hearty stews; Extremadura for its Iberian ham, paprika and traditional pastries; Aragon features roast lamb and wines from Somontano (to name just one of their five DO’s); and Castilla y Leon is celebrated for its cecina, local wines (Vega Sicilia comes from this area), and robust soups. This attracts foodies seeking authentic flavours and cultural experiences.

Region-by-region, what are some key selling points?

Castilla la Mancha

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Join a Don Quixote-themed itinerary

Key Draws: Toledo’s medieval architecture – a blend of Gothic, Mudéjar, and Renaissance styles – the windmills of La Mancha and wine tours.

Unique Experience: Don Quixote-themed itineraries and artisan crafts like swords and damascene jewellery.

Extremadura

Key Draws: Roman ruins of Mérida, Monfragüe National Park, and Trujillo’s historic centre.

Unique Experience: Bird-watching, stargazing and gastronomic tours focused on Iberian ham.

Aragon

Key Draws: Zaragoza’s Basilica del Pilar, the Pyrenees for outdoor adventures, and the Mudejar architecture.

Unique Experience: Skiing in the Pyrenees, white water rafting, and visiting castles.

Castilla y Leon

Key Draws: Camino de Santiago, the historical city of Valladolid, and the Roman gold mines at Las Médulas,

Unique Experience: Pilgrimage routes and tasting wines from Bierzo (godello grape variety).

What are the pros and cons of independent travel and guided tours?

I think both independent travel and guided tours offer distinct advantages. Independent travel provides the flexibility and freedom to explore off-the-beaten-path areas at your own pace, but requires more planning and the ability to navigate local languages.

Guided tours, on the other hand, offer the benefit of expert knowledge and often include unique experiences that might be difficult to access on your own. However, guided tours come with less flexibility and more structured schedules, which may not suit travellers that prefer to be more spontaneous.

Ultimately, the choice depends on the individual’s preference for independence versus convenience and insight.

Whichever one they choose though, all these regions are very well connected by high-speed train or by highways, making them easily accessible.

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