Public debate in the Mediterranean region revolves around the key question: "How does it affect me?". This is the conclusion of the study Informative Trends in the Mediterranean Region 2026, conducted by Prensa Ibérica, LLYC, and Acceso. The main topics generating the most conversation are climate change, the economy, tourism, and transport. Furthermore, immigration, artificial intelligence (AI), and mental health are identified as emerging currents, while religion and spirituality appear for the first time with significant presence.
The report, presented at the III Economic and Social Forum of the Mediterranean in Barcelona, highlights the growing role of AI in travel planning. According to Mònica Acero, Director of Brand PR at LLYC, 84% of users employ AI for trip planning, making it a crucial factor for the reputation of brands and tourist destinations. AI acts as a mirror of conversations in media and social networks, influencing recommendations.
Joan Cañete, Strategy Director at Prensa Ibérica, pointed out that the five major areas of interest (politics, sports, health, public safety, and economy) do not function in isolation but intersect. The study analyzes reader behavior and social media conversation between April 2025 and March 2026, based on data from 27 million unique browsers and 128 million messages.
Religion and spirituality are emerging as a new focus of interest, addressing both the figure of the Pope and the ecclesiastical institution, as well as ritual and cultural practices. Meanwhile, interest in pets continues, centered on daily relationships and protection against mistreatment.
Regarding AI and tourism, the study reveals that 63.5% of queries suggest Andalusia as a destination, followed by Catalonia (52.7%), the Valencian Community (38%), the Balearic Islands (17.8%), and Murcia (3%). Managing narrative and visibility becomes a strategic factor for brands and territories.
