A group of European tour operators and two French influencers are exploring the Pyrenees and Terres de Lleida this September as part of an initiative by the Lleida Tourism Board to enhance the region's promotion in international markets.
Juli Alegre, the director of the board, stated that these initiatives aim to establish relationships with tour operators who may incorporate local experiences into their catalogues, while also generating content to raise awareness of Lleida among new audiences.
This visit is part of the Spain Travel Market Europe 2026 programme, which Turespaña hosted last week in Pamplona. The Lleida Tourism Board participated in these sessions, conducting around thirty meetings to explore new business opportunities in European markets, with a focus on sustainable tourism and the unique gastronomy, cultural activities, and outdoor tourism offerings of Lleida.
Following the event, tour operators from Denmark, Croatia, Finland, Portugal, and the Czech Republic had the chance to experience the Aigüestortes i Estany de Sant Maurici National Park, the charming villages of Val d'Aran, and the cheese offerings from Alt Urgell.
Additionally, the French influencers known as @refusetohibernate are touring the region this week as part of an initiative organised in collaboration with the Catalan Tourism Agency's Centre for Tourism Promotion in France. The two content creators will explore the natural, cultural, and gastronomic heritage of Urgell, Segrià, Noguera, and Pallars Jussà. The route has been designed in line with the contents of the Tao Guide, the first French guide specialised in sustainable tourism.
