This year at the international FITUR 2026 exhibition, Murcia set out to impress: the region launched an ambitious tourism campaign where gastronomy and culture merge as one. The new slogan, “Se vive, se come, se ama,” immediately caught everyone’s attention — promising not just a holiday, but a true immersion in an atmosphere where flavor and tradition go hand in hand. The organizers make no secret of their ambitions: Murcia aims to become a destination not only for the sun, but for the emotions sparked by local cuisine and cultural discoveries.
According to the University of Murcia, nearly 40% of tourists choose this region because of its unique blend of cultural routes and gastronomic experiences. The authorities have decided to build on this success by launching a digital platform, allowing anyone to plan their itinerary in advance through museums, wineries, and restaurants. Special attention is given to wine tourism: for the first time, a dedicated Wine Tourism Guide has been published, with pride of place given to the renowned monastrell grape variety.
Wine routes
As part of FITUR, a special pavilion called “Uva a Uva” opened — offering master classes, tastings, and innovative culinary experiments. The region’s winemakers are proud: Murcia is recognized as the world’s largest producer of monastrell, and in 2027, it will celebrate the 700th anniversary of the beginning of its cultivation. This milestone is already being called the top reason to visit the region next year.
Murcia’s wine routes are more than just vineyard tours. They offer a chance to witness traditions passed down through generations, taste wines you won’t find in supermarkets, and meet people for whom winemaking is not just a business but a way of life. The Wine Tourism Guide was created with the involvement of the mayors of Jumilla, Yecla, and Bullas, along with representatives from all three of the region’s wine routes. The document details the local climate’s characteristics, unique landscapes, and the secrets of the region’s winemaking culture.
Gastronomy and traditions
Murcia’s gastronomy is a story in itself. According to statistics, eight out of ten visitors come here for the food, making an average of four to five trips per year. Local dishes aren’t just meals—they’re part of the region’s cultural code. Authorities aim for every visitor to feel not like a guest, but like a participant in a celebration of taste and tradition. The campaign pays special attention to festivals, public gatherings, and family traditions that make Murcia truly vibrant and authentic.
The video presented at the exhibition took viewers through four main cultural centers of the region: Murcia, Cartagena, Lorca, and Caravaca de la Cruz. In each of these cities, gastronomy serves as a bridge between past and present, history and modern life. Here, you can not only try dishes made from age-old recipes but also discover how they’re connected to local traditions and celebrations.
New formats
This year, Murcia is focusing on digital solutions. The official tourism portal now features an interactive map where visitors can select cultural sites and restaurants of interest, as well as book tastings and masterclasses. This approach allows tourists to build their own itineraries and make sure they don’t miss anything important.
Wine tourism in the region continues to gain momentum. Just last year, more than 57,000 people visited the routes of Bullas, Jumilla, and Yecla. The authorities are supporting the development of enotourism with real action: in 2025, half a million euros in grants were allocated to equip hotels at wineries, and large-scale events like the Matavendimia and Música entre Vinos festivals were held.
Focusing on emotions
The main goal of the new campaign is not just to attract tourists, but to give them emotions that will stay with them for a long time. Murcia emphasizes sincerity, authenticity, and uniqueness. They don’t promise you the world, but they do guarantee every guest will leave feeling like part of a big, close-knit family. Local authorities are convinced: these kinds of experiences are what make Murcia stand out on Spain’s tourism map.
This year, the region succeeded in bringing together winemakers, restaurateurs, cultural figures, and local authorities. This approach is already bearing fruit: interest in Murcia is growing, and the number of tourists who return again and again continues to increase. Ahead are the Monastrell anniversary, new festivals, and even more reasons to discover a region where culture and gastronomy become true art.
