Lucena is opening its doors to the national tourism sector with the seventh UNAV Forum. This significant event brings together professionals from across Spain to discuss innovative ways to transform heritage resources into tourism opportunities.
The forum, which takes place on a Thursday, features a professional day for travel agencies and companies linked to the tourism sector, focusing on the challenges and opportunities for inland destinations. Hosting this gathering positions Lucena as a national meeting point for discussions about the future of tourism and provides an opportunity to showcase its heritage and tourist resources to professionals directly involved in marketing destinations.
Under the theme ‘Heritage tourism in inland areas: Lucena, the destination as an experience’, the forum commenced with a reception for around one hundred participants at the Palacio de los Condes de Santa Ana. This was followed by a guided tour of key heritage sites in the historic centre, including the baroque palace, Castillo del Moral, the Church of San Mateo, and Casa de los Mora, which hosted the professional day.
The opening ceremony featured speeches from Aurelio Fernández, the mayor of Lucena; Francisco Barbancho, the tourism councillor; Narcisa Ruiz, tourism delegate from the Provincial Council of Córdoba; Alejandro Hernández, territorial tourism delegate of the Junta de Andalucía in Córdoba; and César Gutiérrez, president of UNAV.
Aurelio Fernández expressed gratitude for Lucena being chosen as the venue for this event, stating it provides an opportunity to showcase the city to professionals involved in tourism marketing and to highlight the immense wealth of historical, artistic, and cultural heritage that Lucena possesses, along with its accessibility, services, and the advantages of being a medium-sized city, which allow for a unique experience for those seeking alternatives to more crowded destinations.
César Gutiérrez echoed the sentiment, emphasising Lucena's potential as an undiscovered destination and the importance of inland tourism in diversifying visitor flows. He particularly praised the guided tour experience, expressing amazement at “the well-preserved heritage, the vibrancy of the streets, and the appeal of the local cuisine, with olive oil as a key highlight.”
The forum gathers representatives from travel agencies, destinations, and companies involved in transport, technology, and tourism services. It includes sessions addressing topics such as the transformation of heritage resources into tourism products, marketing channels, and new traveller habits, aiming to generate proposals that enhance the competitiveness of inland destinations.
