Granada Promotes Tourism as It Aims for European Culture Capital Status by 2031

“The province of Granada is magic,” Granada Provincial Council President Francisco Pedro Rodríguez Guerrero told a small group of travel media in New York City last week. 

Guerrero was joined by Granada Mayor María Francisca “Marifrán” Carazo Villalonga and representatives from the Spanish Tourist Office, known as Turespaña, to promote tourism to Granada as the city aims to become the European Capital of Culture by 2031. 

“Granada is a city in which you can actually breathe the culture, and there are so many activities going on – 365 days a year, basically,” Villalonga said. “We are joining efforts with business community in Granada and the provincial council of government so that Granada will become the European Capital of Culture in 2031.” 

In New York, the Spanish Tourist Office held an educational workshop for about 40 travel advisors wishing to learn more about the city on March 6. There was also a flamenco show, all to showcase the vibrancy of Granada’s culture that tourists can experience when they visit. 

In 2024, Granada welcomed nearly 2.5 million tourists, generating about $2.12 billion USD. Data from Turespaña ranks Granada as the fifth most visited urban destination in Spain by American tourists. After France, United States is the second largest group of tourists visiting the destination. 

The Alhambra, Sierra Nevada, and Costa Tropical are some of Granada’s most popular tourist sites. Visitors also embark on tours related to iconic poet Federico García Lorca, who has ties to New York City. 

Granada also holds more than 30 annual festivals, including the International Festival for Music and Dance in June, one of the longest-running events in Europe. This year, Granada is also launching the Annual Flamenco Festival. 

James Killen, president of the New York chapter of the American Society of Travel Advisors (ASTA), also met with Granda’s dignitaries and tourism representatives. He said that ASTA New York has “a really great relationship with Turespana and the regions that come to New York City,” and its 1,000-plus members “want to learn more about Spain.” 

“I believe many have traveled to Italy, Greece and France and are looking for new adventures,” he said. 

Killen visited Granada in October 2024, noting that the “local architecture, gastronomy, history and especially touring the Alhambra were very special.” He added that other Spain regions have visited New York in the past, including Bilbao, Malaga and Sevilla, and Costa Del Sol, strengthening their ties to Spain tourism.