The Val d'Aran is serving as the international hub for active and nature tourism this week with the hosting of AdventureELEVATE Europe, a significant global professional meeting in this sector and the largest event of its kind ever held in the Catalan Pyrenees. The congress, which runs until Thursday, gathers 300 international professionals, including tour operators, specialised agencies, media representatives, and sector experts from various markets worldwide.
This event is the result of collaborative efforts between the Catalan Tourism Agency (ACT), part of the Department of Business and Labour, the Tourism Board of the Lleida Provincial Council, and the Conselh Generau d'Aran. It represents a strategic opportunity to strengthen the international profile of the region, generate new business opportunities for local companies, and consolidate the positioning of Catalonia and the Pyrenees as a leading destination for active and nature tourism.
AdventureELEVATE Europe is driven by the Adventure Travel Trade Association (ATTA), a global leader in adventure and nature tourism with over 30,000 professionals affiliated. The organisation promotes a responsible and sustainable tourism model and supports established professional events as international reference points.
The congress aims to enhance the region's international visibility, promote the off-peak season for tourism, and strengthen connections with key source markets. There will be significant participation from Catalan companies linked to active, nature, and mountain tourism, invited by the ACT to showcase and market their offerings to major operators and specialised influencers.
Juan Antonio Serrano, Vice President of the Tourism Board of the Lleida Provincial Council, stated, “The fact that AdventureELEVATE Europe is being held in the Val d'Aran demonstrates the potential of the Pyrenees as an international reference destination for active and nature tourism.” He also highlighted that “this event allows us to showcase the quality of our tourism offerings, our commitment to sustainability, and our ability to create unique experiences.”
Serrano further explained that “the meeting represents a great opportunity for local businesses, as it fosters new commercial contacts and opens doors to strategic markets.” He noted that in the past week, a total of 43 international tour operators and journalists have explored the offerings of the Pyrenees and the Lleida region through five familiarisation and press trips organised as part of AdventureELEVATE Europe.
Serrano participated in the first sessions of the congress on Tuesday and Wednesday, accompanied by Juli Alegre, Director of the Tourism Board; Arantxa Calvera, Director of the Catalan Tourism Agency; Josep Canut, Tourism Councillor of the Conselh Generau d'Aran; and other officials from the board.
Calvera stated, “AdventureELEVATE Europe places Catalonia and the Pyrenees in front of leading international operators and influencers.” She affirmed that “it is a great opportunity to reinforce the international positioning of the destination, promote off-peak tourism, and generate new opportunities for Catalan businesses.” She also noted that on Thursday and Friday, the InterPirineus event will take place in the Val d'Aran, organised by the Pirineus de Catalunya brand, further solidifying the region's role as a reference destination for active and nature tourism.
