The province of Jaén has unveiled its new OleotourJaén strategy, aiming to become a leading destination for olive oil tourism both nationally and internationally. This initiative, backed by 4.5 million euros from the Next Generation EU funds, is part of the Sustainable Tourism Plan for Destinations and seeks to immerse visitors in Jaén's iconic 'sea of olive trees' through 170 distinct tourist experiences.
The Deputy for Promotion and Tourism, Francisco Javier Lozano, emphasized that this strategy represents a new way of telling Jaén's story, positioning the province as a key international destination linked to the olive grove landscape. He highlighted the crucial involvement of local entrepreneurs, who have been instrumental in designing and enhancing the quality of the experiences offered.
Over 250 entrepreneurs collaborated in creating these 170 experiences, now available on the OleotourJaén platform. This website also integrates five scenic areas, experiential trails, and scenic roads, as explained by Lozano. The Government's sub-delegate in Jaén, Manuel Fernández, added that European funding and the Provincial Council's support are enabling the province to capitalize on the opportunities offered by this destination, which provides unique experiences.
The experiences have been categorized to include family getaways, premium experiences, wellness, gastronomy, sustainable options, and accessible tourism. The platform features an 'oleomapa' (olive oil map) to assist travelers in planning routes. The strategy will also be bolstered by promotion in international markets such as Germany, France, Portugal, and the Netherlands, as well as in various Spanish autonomous communities.
Furthermore, an 'Oleolovers' community will be established to foster loyalty among visitors through specialized content and exclusive experiences. Eight influencers specializing in tourism and gastronomy, with a combined following of over 2.5 million, will tour the province to showcase these experiences linked to extra virgin olive oil.
