The regional vice president and tourism minister for the Junta de Andalucía, Juan Marín, has presented a new tourism initiative for the region called ‘Andalusia, the natural choice’, to promote the appeal of Andalusia’s interior as a tourist destination.
The campaign targets a new profile of traveller, who after the pandemic is likely to seek the safety of less crowded destinations suggesting that nature, inland municipalities and healthy outdoor activities will become popular.
Marín described Andalusia as being a region, ‘of extraordinary richness in its interior … more than 30% of the territory is protected’ and also provides ‘a network of medium-sized cities’ offering an abundance of culture, heritage and traditions.
The ‘Andalusia, the natural Choice’ campaign focuses on four areas of tourism:
‘Naturally close’ focuses on gastronomy, emphasising local raw materials and local products, including the authentic crafts and traditional trades present in interior Andalusian towns.
‘Naturally active’ presents the best of active tourism in rural areas, including equestrian activities and cycling tourism.
‘Naturally Magical’ includes the interior’s World Heritage properties, archaeological sites, landscapes recreated by Andalusian writers and artists, charming towns, unique forests and distinctive rural accommodation.
Finally, ‘Naturally Responsible’ includes ecotourism, biodiversity, agrotourism and the landscapes of the Andalusian olive groves.