Spain arrived at GNETWORK360 Buenos Aires 2026 with a proposal to broaden perspectives on LGBTQ+ tourism and, in particular, on how international travellers can explore the country. Under the title “Madrid’s Story Doesn’t End in Madrid: Discover What’s New”, Juan Martín Boll and Nano García Gil, directors of JN Global Project, presented the latest developments in REDD — the Spanish Network of Destinations for Diversity and outlined the key areas of work the consultancy is developing alongside destinations across Spain.
The presentation addressed a familiar reality for the Latin American market: Madrid is one of the main gateways to Spain and features prominently in the itineraries of first-time visitors. JN Global Project’s proposal, however, aims to build on that initial arrival by encouraging broader travel routes and showcasing other destinations, communities, and experiences that can become part of the journey.
In this context, the Spanish capital serves as a starting point. Its heritage, gastronomy, cultural attractions, entertainment, and transport connections make it possible to combine an urban experience with activities across the Community of Madrid, including getaways to natural areas such as the Sierra de Madrid. The strategy aims to encourage visitors to explore these alternatives and, from there, extend their journeys to other parts of Spain.
A Network Expanding the Map of LGBTQ+ Tourism in Spain
One of the main topics of the presentation was the development of the Spanish Network of Destinations for Diversity, an initiative designed to foster collaboration among destinations seeking to develop and strengthen their presence in LGBTQ+ tourism.
REDD is intended to be more than a promotional tool. Its development also encompasses the exchange of experiences, professional training and capacity-building, and the creation of partnerships that help destinations become better equipped to welcome LGBTQ+ travellers.
The network’s growth also responds to a specific ambition: bringing new destinations onto the international LGBTQ+ tourism map. Alongside places that already enjoy widespread recognition, the initiative pays particular attention to smaller cities and regions looking to develop this market segment, create tourism products, and identify new commercial opportunities.
The regions involved in this work include Castilla-La Mancha, Galicia, and the Valencian Community, alongside other destinations seeking to strengthen their market positioning. Their geographical diversity broadens the range of experiences available to travellers, from heritage and gastronomy to nature, culture, and lifestyle experiences.
Training as a Core Part of the Strategy
For JN Global Project, preparing a destination for LGBTQ+ tourism requires more than a communications campaign. Equipping people who work directly with visitors is a central element of the strategy.
During an interview with Tres60.travel, Boll and García Gil highlighted the work being carried out with a platform dedicated to destination training and professional development. The aim is to give tourism professionals the tools they need to improve visitor services and create safe, welcoming experiences for people exploring each destination.
Safety has become one of the factors travellers consider when choosing where to go. Training helps turn a destination’s commitment to diversity from a promotional message into a tangible part of the visitor experience.
Spain and Latin America: Strengthening Connections
JN Global Project’s presence in Buenos Aires also aimed to strengthen ties between Spanish destinations and the Latin American market.
For the consultancy, building relationships with professionals and businesses across Latin America is essential to bringing new tourism experiences to international markets. These connections also help Spanish destinations better understand travellers’ needs and the requirements of businesses selling their tourism products across the region.
GNETWORK360 provided an opportunity to advance these relationships, but the ambition extends well beyond the event itself. Plans include promotional activities, training, industry meetings, and projects designed to maintain engagement throughout the year.
In this context, REDD acts as a connecting platform between Spanish destinations and an international professional community seeking new experiences for LGBTQ+ travellers.
GNETWORK España Among the Upcoming Projects
During their time in Buenos Aires, Boll and García Gil also previewed new JN Global Project initiatives, including GNETWORK España.
The project aims to create a new forum for destinations, businesses, and professionals involved in LGBTQ+ tourism, building on the organisation’s work in Spain and its relationships with other markets.
It forms part of a wider programme of activities planned for the coming months, focused on promotion and professional networking.
These include an event in Madrid scheduled for 6 and 7 October, followed by a new edition of FITUR in January 2027—a major event for the international tourism industry and an important opportunity to present new projects and build relationships with destinations and industry professionals.
The programme also includes further trade missions and an international tourism congress, as part of a broader effort to maintain strong connections between Spain and international markets.
A New Approach to Discovering Spain
JN Global Project’s presentation at GNETWORK360 introduced a broader perspective on promoting Spanish tourism. Madrid remains a major international destination, but the challenge is to encourage travellers to extend their journeys and discover experiences in other parts of the country.
REDD aims to help make this possible by connecting Spain’s diverse destinations and supporting those seeking to develop LGBTQ+ tourism through training, knowledge-sharing, and links with professionals in international markets.
For Latin America, the initiative also opens up access to a wider range of Spanish tourism experiences and creates opportunities for new commercial and professional relationships with destinations that have so far had a more limited presence in the market.
Through the development of the Spanish Network of Destinations for Diversity and new initiatives such as GNETWORK España, JN Global Project is pursuing a growth strategy that combines promotion, training, and international collaboration.
It is a vision that starts in Madrid but seeks to showcase a much broader Spain, with new destinations, new experiences, and a network that continues to grow.
