New York, NY — On November 19th, Green Spain, a collaborative tourism initiative representing Cantabria, Galicia, the Basque Country, and Asturias, hosted an immersive cultural and gastronomic event coined “Norte Diem” at the historic Prince George Ballroom in Manhattan. Designed to showcase the unique spirit and diversity of Northern Spain, the evening welcomed top media, travel leaders, cultural partners, and special guests for a multi-sensory exploration of the region’s rich heritage, landscapes, and flavors.
Beginning with a welcome cocktail reception in the ballroom’s gallery featuring a photographic exhibition of Green Spain’s lush landscapes, guests were introduced to centuries-old culinary traditions with Cantabrian anchovies. The event’s host, Sidra Smith, framed the evening as a celebration of Green Spain’s cultural richness, natural beauty, and responsible tourism aligned with Breaking Ground’s social mission.
The program included insightful remarks from regional tourism executives—Magi Castelltort of the Spanish Tourist Board in New York, Jim Killen representing the American Society of Travel Advisors in NYC, José Manuel Merelles from the Galician Tourism Agency, and Daniel Ruiz-Schäfer—highlighting the unity and distinctiveness of the four regions.
Guests then viewed an official Green Spain immersive video, setting the stage for a Michelin-starred four-course dinner crafted by Chef Iñaki Bretal. The menu honored traditional northern Spanish dishes with inventive presentations and authentic pairings of regional wines and ciders, offering a flavor journey through each region:
– Cantabria: Tomato trompe l’oeil “Pastel de cabracho” fish cake paired with Trabanco Alicia Asturian Apple Cider, reflecting the region’s maritime and mountainous contrasts.
– Galicia: Pan-seared scallop with cauliflower cream and sherry vinegar emulsion, paired with Hiruzta Txakoli from Getaria, spotlighting Galicia’s coastal spirituality and seafood heritage.
– Basque Country: Spider crab ‘Txangurro’ with rock mussel emulsion, paired with Sel D’Aiz Albarino-Godello Yenda, symbolizing Basque culinary creativity and coastal tradition.
– Asturias: Beef with ‘faba’ bean cream, paired with Dominio do Bibei Lalama Ribeira Sacra wine, celebrating Asturias’ rural roots and mountain landscapes.
The culinary experience concluded with four regional desserts served alongside a Brut Nature Riesling, Maldita la Hora, followed by a live Q&A with Chef Bretal, offering guests behind-the-scenes insights.
Highlighting travel opportunities, John Hunt from United Airlines announced expanded air service connecting the U.S. and Northern Spain, including Newark to Bilbao flights launching earlier in 2025 and Newark to Santiago de Compostela starting May 2026. A raffle awarded a lucky guest with a special travel voucher, fueling enthusiasm for visits to the region.
Green Spain is celebrated for its lush green landscapes framed by the Atlantic Ocean and Cantabrian Mountains, offering diverse natural parks, ancient cultural sites such as prehistoric caves in Cantabria, UNESCO World Heritage architecture in Galicia, world-class gastronomy, and commitment to sustainable tourism. The initiative promotes the shared heritage and tourism potential of its four autonomous communities, encouraging travelers to explore its vibrant cities like Santiago de Compostela and Bilbao, spectacular coastal and mountain scenery, and rich culinary traditions.
The evening ended with attendees invited to continue their discovery via a QR code linking to official Green Spain tourism resources, leaving guests inspired by the warmth, creativity, and cultural depth of Northern Spain.
The U.S. Outbound Market
The U.S. market continues to demonstrate robust growth despite challenging macroeconomic conditions. Between January and September, total U.S. visitor expenditure reached €7.9 billion—a year-on-year increase of 13.11%. During the same period, U.S. arrivals to Spain totaled approximately 3.5 million, representing a more modest 3.1% increase. This notable divergence reveals that American visitors are spending at a rate significantly outpacing arrival growth, positioning the U.S. market as a key driver of Spain’s evolution toward a higher-value tourism model.
