Key data
| Regulation | Resolution of August 3, 2026, from the Spanish Tourism Institute, O.A., publishing the Agreement with United Airlines, Inc., for the development of joint marketing actions |
|---|---|
| BOE Publication | August 11, 2026 |
| Effective date | July 2, 2026 |
| Affected parties | Spanish tourism sector, operators of the Newark-Santiago de Compostela route and U.S. travelers |
| Category | Regulatory Changes |
| Budget year | 2026 |
| Total agreement budget | $200,000 ($100,000 Turespaña + $100,000 United Airlines) |
| Route covered by agreement | Newark/New York — Santiago de Compostela |
| Agreement validity | One year from its registration in the state electronic registry |
The new direct route between Newark/New York and Santiago de Compostela now has institutional backing and concrete budget. Turespaña and United Airlines have formalized a marketing agreement endowed with $200,000—contributed equally—to launch campaigns targeting U.S. travelers. The regulatory reference is the Resolution of August 3, 2026 from the Spanish Tourism Institute (BOE-A-2026-17562).
For the tourism sector, this is not just airline news: it is a signal that the North American market enters the focus of official Spanish promotion with real budget and measurable commitments.
What does this regulation establish?
The agreement regulates collaboration between the Spanish Tourism Institute (Turespaña) and United Airlines to develop joint marketing actions aimed at increasing the flow of U.S. tourists to Spain through the new Newark-Santiago de Compostela route.
The key operational elements of the agreement are:
- Joint budget: $200,000 total, with a contribution of $100,000 from each party.
- Type of actions: Paid media campaigns, primarily online.
- Governance: A Joint Monitoring Committee will be established with monthly meetings, responsible for developing the media plan and resolving discrepancies between the parties.
- Creative approval: All creative materials must be approved by Turespaña before distribution.
- Results measurement: Results will be measured with quantifiable indicators defined in the media plan.
- Validity: One year from the agreement's registration in the state electronic registry of agreements.
- Budget allocation: Turespaña's spending ($100,000) is fully allocated to fiscal year 2026.
- Early termination mechanism: In case of breach, there is a prior notice requirement of two months before the agreement can be terminated.
Economic and operational impact
The agreement represents an injection of $200,000 in digital advertising specifically targeting the U.S. market to promote travel to Spain via Santiago de Compostela. For the Galician tourism sector and operators linked to this route, this equates to paid visibility in North American online media financed 50% with public funds.
From an operational perspective, the monthly Joint Committee is the central decision-making mechanism: it approves the media plan, validates creatives and measures results. Any company or destination wanting to appear in these campaigns will need to coordinate with the actors participating in that committee.
The fact that creatives require express approval from Turespaña ensures country-brand consistency, but also means that campaign production and launch timelines will be conditioned by that validation process.
The two-month notice period in case of breach provides stability to the agreement: neither party can exit the agreement immediately, which protects medium-term campaign planning.
Who does it affect?
- Tourism operators in Galicia and on the Camino de Santiago: greater visibility in the U.S. market thanks to co-financed campaigns.
- Hotels, accommodations and receptive agencies in the Santiago de Compostela area of influence: potential increase in demand from the U.S.
- Travel agencies and tour operators working with the North American market and the Newark-Santiago route.
- Tourism service companies (guides, transport, restaurants) serving long-distance tourists with high purchasing power.
- Santiago de Compostela Airport (IATA: SCQ) and its ground handling and airport service operators.
- Turespaña and its office networks in the U.S., which will manage coordination with United Airlines.
Practical example
A four-star hotel in Santiago de Compostela that currently receives 10% of its clientele from the U.S. can benefit indirectly from this agreement without investing a single euro of its own in advertising in the North American market.
The paid online media campaigns financed with the $200,000 from the agreement will target U.S. users with traveler profiles, promoting the Newark-Santiago route and Spain as a destination. If the hotel works with receptive agencies or tour operators participating in the Joint Committee's media plan, its offer can be integrated into those campaigns.
The practical key: position yourself now with the distribution channels collaborating with Turespaña and United Airlines in developing the monthly media plan, before campaigns are finalized and budgets allocated.
What should companies do now?
- Identify if your business is in the route's area of influence: If you operate in Galicia or in destinations connected with Santiago de Compostela, this agreement is directly relevant to your U.S. tourist acquisition.
- Contact Turespaña or the Spain Tourism Office in the U.S.: To find out how to participate or appear in the paid media campaigns to be launched under this agreement.
- Review your English-language materials and digital presence for the American market: The campaigns will generate traffic to destinations and operators; if your website, Google listing or profiles on booking platforms are not optimized for U.S. travelers, you will miss the opportunity.
- Coordinate with tour operators and receptive agencies: They are the link between institutional campaigns and final booking. Make sure they include you in their packages for the North American market.
- Monitor the agreement's results: The Joint Committee will prepare monthly reports with quantifiable indicators. Request access to that data through Turespaña to adjust your business strategy in real time.
Frequently asked questions
How much money does Turespaña contribute to the agreement with United Airlines?
Turespaña contributes $100,000, allocated to fiscal year 2026. United Airlines contributes another $100,000, totaling $200,000 for joint marketing campaigns.
When does the agreement take effect and how long does it last?
The agreement became effective on July 2, 2026 and has a validity period of one year from its registration in the state electronic registry of agreements. It was published in the BOE on August 11, 2026.
What type of campaigns will be launched with this budget?
The agreement specifies that actions will focus on paid media, primarily online. The specific media plan will be developed by the Joint Monitoring Committee in its monthly meetings. All creatives must be approved by Turespaña before distribution.
What happens if one of the parties breaches the agreement?
The agreement establishes a two-month prior notice mechanism before the agreement can be terminated for breach. Neither party can exit the agreement immediately, which provides stability to campaign planning.
How can a Galician tourism operator benefit from this agreement?
Tourism operators in Galicia can benefit indirectly from paid media campaigns targeting the U.S. market. The practical way is to coordinate with Turespaña and with tour operators participating in the Joint Committee's media plan, and ensure you have digital presence optimized for U.S. travelers before campaigns go live.
Official source
View complete regulation at official source (BOE-A-2026-17562)
Notice: This article is for informational purposes only and does not constitute legal advice. For specific decisions, consult a qualified professional. Source: https://www.boe.es/diario_boe/txt.php?id=BOE-A-2026-17562