Lucena will become a hub for national tourism this week as it hosts the VII UNAV Forum for the Future of Tourism on 21 and 22 October. The event is expected to attract around 110 professionals, including representatives from travel agencies, businesses, and institutions, who will discuss the challenges facing interior tourism.
The mayor of Lucena, Aurelio Fernández, presented the forum alongside Iván Méndez, executive vice president of the National Union of Travel Agencies (UNAV), and Francisco Barbancho, the city’s tourism councillor. The forum enjoys the honorary presidency of His Majesty King Felipe VI.
Under the theme of 'Heritage tourism', the forum will focus on transforming historical, cultural, and gastronomic resources into attractive and structured tourist experiences. During the presentation, Fernández highlighted the opportunity for Lucena to gain visibility and attract new travellers while generating contacts and opportunities for the local tourism and business sector.
The programme will kick off on Wednesday, 21 October, with a guided tour of some of the city’s key heritage sites, followed by an official reception for participants at the Palace of the Counts of Santa Ana. This experience will allow attendees to appreciate Lucena's potential as a tourist destination.
On Thursday, 22 October, the Casa de los Mora will host the professional day, featuring sessions on creating tourist products, distribution and marketing of destinations, new traveller habits, and connectivity. Representatives from companies and entities involved in tourism distribution and transport, including Viajes Carrefour, Viajes El Corte Inglés, Iberia, Renfe, and Iryo, will participate.
Sessions will cover topics such as the evolving profile of travellers, the role of travel agencies in recommending destinations, and collaboration between administrations and businesses to enhance the sector's competitiveness. The day will conclude with the presentation of ten ideas for converting heritage into tourism and a working meeting among agencies, destinations, businesses, and institutions.
Méndez emphasised the significance of holding this edition in a city with a rich historical and heritage background, which will position Lucena at the centre of the national debate on interior tourism and strengthen connections with professionals who can help incorporate its resources into new travel proposals, ultimately benefiting tourism activity, the local economy, and the city's profile.
