The Lucena City Council, together with the National Union of Travel Agencies (UNAV), will present this national forum aimed at analyzing challenges and transforming historical, cultural, and gastronomic resources into attractive tourist experiences. The event has the honorary presidency of His Majesty King Felipe VI.
The mayor of Lucena, Aurelio Fernández, highlighted the opportunity for the city to host experts who "can contribute to giving the city greater visibility and bringing it closer to new travelers," as well as generating contacts for the local tourism and business sector.
The program will begin on Wednesday, October 21, with a guided tour of the city's heritage and an official reception at the Palace of the Counts of Santa Ana. On October 22, the Casa de los Mora will host the professional day, with sessions on creating tourism products, distribution, new traveler habits, and connectivity.
Representatives from companies such as Viajes Carrefour, Viajes El Corte Inglés, Iberia, Renfe, and Iryo will participate. Topics such as the evolution of the traveler profile and collaboration between administrations and companies will be addressed. The day will conclude with the presentation of ten ideas to convert heritage into tourism and a working meeting.
Iván Méndez, executive vice president of UNAV, emphasized the value of holding this edition in Lucena, "a city with significant historical and heritage legacy," to place it at the center of the national debate on inland tourism and to foster the local economy.
