The Tourism Board of the Diputació de Lleida has launched its new summer campaign, under the slogan “Ara Lleida, amb tota naturalitat” (Now Lleida, with all naturalness). This initiative seeks to position the province as a leading destination for interior tourism, promoting a model based on sustainability and regeneration.
Tourism sector forecasts for the Pyrenees and Terres de Lleida indicate a consolidation of the growth seen in the last two years, with expectations to once again exceed 580,000 tourists this summer season.
The Vice-President of the Board, Juan Antonio Serrano, presented the summer season at the Montsec Astronomical Park. He recalled that the previous summer closed with a record of 1.57 million overnight stays and expressed confidence in the results of the new campaign.
Provisional data from the first four months of the year show a continuation of positive results. Between January and April, 413,000 tourists and 1,017,787 overnight stays were recorded, according to data from the National Statistics Institute (INE). Serrano expressed the commitment to continue consolidating the region as a benchmark destination for nature and interior tourism in Europe.
The new promotional campaign, with the slogan "Ara Lleida, amb tota naturalitat", driven by the organism's director, Juli Alegre, aims to evoke the "naturalness of our landscapes, our people, the experiences we offer, and that of a tourism model committed to responsible and balanced growth".
This creative concept will be maintained for the next two years and has a budget of 620,000 euros for the summer campaign. Advertising actions have been planned until the end of September, targeting Catalan, Spanish, French, English, Belgian, and Dutch markets.
