Odiseo defends Murcia as a destination for high-value international tourism

News: Odiseo presented the potential of Murcia to attract high-value international tourism during the Odiseo Destination Forum held in October 2026. The company argued that the region combines several factors —climate, gastronomy, talent, and infrastructure— that allow for a differentiated tourism offering aimed at higher-spending visitors, including the arrival of international players.

Odiseo Destination Forum and the proposal for high-value tourism in Murcia

The Odiseo Destination Forum was the selected platform for Odiseo to present its analysis of Murcia as a capable destination for capturing high-value tourists. The presentation emphasized the region's ability to combine leisure, gastronomy, entertainment, events, and hospitality into a cohesive offering. The company argued that this combination can sustain an international strategy aimed at visitors with greater purchasing power.

The forum gathered representatives from the sector and served to lay out a vision where the growth of the destination and that of companies linked to tourism and leisure advance together. Odiseo suggested that a practical roadmap requires aligning the offerings of various stakeholders to turn local diversity into a coherent experience for international clients.

Key elements identified by Odiseo to boost high-value tourism in Murcia

Odiseo outlined four factors that, according to the company, position Murcia favorably:

• climate that allows for a longer season;

• gastronomy with a differentiated offering;

• local talent to manage tourism experiences; and

• infrastructures capable of supporting events and visitor flows.

The company insisted that these elements alone are not enough. Synergies between hotels, restaurants, leisure companies, institutions, and tourism agents are needed to "connect experiences and strengthen the joint offering," according to the presentation during the forum. This coordinated collaboration was presented as a requirement for the region to shift from a collection of assets to an exportable proposal for the international market.

Which stakeholders need to collaborate and what are the organizers hoping for

Odiseo identified the private sector and local governments as essential actors. Hotels and restaurants must tailor products and services to higher-spending segments; leisure companies and event organizers must design programs compatible with longer stays; and public institutions must facilitate coordination and external promotion.

During the forum, it was suggested that such cooperation would allow for packaging experiences: gastronomy, entertainment, and hospitality intertwined with events that activate demand. Odiseo defended that attracting higher-value visitors is one of the main goals of the proposed strategy.

Attracting international players: a specific case

Odiseo included the arrival of international players as part of the high-value audience that Murcia can attract. The company did not detail figures or specific programs for this segment, but positioned it alongside other profiles with greater spending capacity. In its presentation, the arrival of such visitors is part of the ambition to diversify international tourism demand.

Impact and practical steps to convert potential into results

Odiseo concluded that turning potential into results requires coordinated work. Among the priorities outlined were the creation of products that link leisure and gastronomy, improving hospitality offerings for premium stays, and designing events that attract relevant international audiences.

The forum also served as a call to action: the company demanded concrete commitments among the various parties to ensure that Murcia's joint offering is visible and competitive in external markets. Odiseo set forth the idea that the growth of the destination and the tourism and leisure-related businesses must advance simultaneously.

What this means for the local sector and what remains to be defined

For hotels, restaurateurs, and leisure operators, Odiseo's proposal implies directing some of the innovation towards higher spending segments. Additionally, the proposal raises operational and positioning questions: which external markets to prioritize, what calendar for events, and which indicators agents will use to measure value capture.

The original article was published on October 5, 2026, in Sector del Juego, which was the first outlet to disseminate the note regarding Odiseo's intervention at the forum. As a technology correspondent, I observe that the discussion at the forum places intersectoral coordination as the leverage that will determine whether the potential described by Odiseo translates into high-value international tourism or remains in discourse.

"Connect experiences and strengthen the joint offering" was the formula Odiseo put forth in the forum as the basis of the strategy, according to the presentation at the event.

For updates on sector events related to this agenda and activations at the destination, the community can check coverage of events and analyses on regulation affecting tourism and leisure-linked operators.