Juan Antonio Serrano, vice president of the Lleida Tourism Board, has stated that "active tourism allows us to position the Pyrenees and the Terres de Lleida as a reference destination in Europe." His remarks were made during a presentation organised by the board at the Centro Comarcal Lleidatà in Barcelona, attended by around twenty journalists from specialised media.
Alongside Serrano were Juli Alegre, director of the board, and Flòrido Dolcet, president of the Association of Adventure Sports Companies of Pallars Sobirà. Serrano noted that this year marks the 40th anniversary of the first rafting descents on the Noguera Pallaresa River, highlighting it as an opportunity to showcase the region's leadership in this sector.
The vice president explained that various initiatives will be rolled out throughout the year to promote the adventure sports offerings in the Pyrenees and Terres de Lleida. These include presentations in Barcelona, Madrid, and Llavorsí, collaborations with influencers, and trips for journalists from countries such as Germany and the Netherlands. These efforts will be conducted in partnership with the tourism sector and the Catalan Tourism Agency (ACT).
Serrano asserted that the board views active tourism as a strategic tool for advancing towards a sustainable and regenerative tourism model, rooted in the territory and focused on authentic experiences. He also highlighted the extensive cultural, natural, and gastronomic offerings that complement the active tourism proposals.
Alegre added that tourists from Barcelona, Girona, and Tarragona accounted for 44.6% of visitors who engaged in land, water, or air activities in the Pyrenees and Terres de Lleida last year. This makes Catalonia the primary market for adventure sports companies in the region, according to a study by the Chair of Interior and Mountain Tourism at the University of Lleida (UdL).
He emphasised the importance of initiatives aimed at retaining local audiences while strengthening promotion in international markets with growth potential. "We must consolidate our leadership in the Catalan market, but also continue to open up to new European visitors who particularly value nature, sustainability, and active experiences," he said.
Dolcet reflected on the history of rafting in the Noguera Pallaresa, stating that the anniversary is a collective pride and a testament to the ongoing efforts of many businesses and professionals committed to the destination. He noted, "We are a consolidated sector with a clear commitment to quality, which allows us to compete with the best destinations in Europe."
