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Lleida's Birdwatching Tourism Targets British Market

The second edition of the Birding Fòrum Pirineu i Terres de Lleida focuses on commercialization and attracting visitors from the United Kingdom.

Generic image of birds flying over the landscapes of Lleida.
IA

Generic image of birds flying over the landscapes of Lleida.

The Lleida region is promoting birdwatching tourism, a non-aggressive segment valued for its authenticity, with a special focus on the British market, considered Europe's most lucrative.

The Birding Fòrum Pirineu i Terres de Lleida held its second edition at La Llotja de Lleida, concentrating on the commercialization and communication of birdwatching tourism, with particular attention to the United Kingdom market. The event gathered representatives from natural spaces, administrations, and businesses to share experiences and knowledge about this tourism niche.
The region's abundance of bird species across diverse habitats, combined with its cultural offerings, makes it a prime destination. According to a representative from an English tour operator, birdwatching tourism in the area is currently "the best-selling tour in Europe".
Juan Antonio Serrano, vice-president of the Tourism Board of the Diputació de Lleida, emphasized the focus on attracting "small markets" like this one, as it aligns with the institution's tourism model. Serrano highlighted that birds and the profile of the birdwatching tourist – "non-aggressive and seeking authenticity" – represent a significant resource for the region that must be leveraged, viewing this forum as a business opportunity for entrepreneurs.
The Tourism Board has spearheaded various initiatives in recent years, including the Birding Ebre Pirineus project in collaboration with the Tourism Board of the Diputació de Tarragona-Terres de l’Ebre, and international promotion, particularly in the United Kingdom and the United States.
Sergi Sales, an associated guide for the British operator Heatherlea, described the typical British birdwatching tourist as a retired individual, experienced in travel and with disposable income, drawn by culture and the variety of bird species. Sales confirmed that the Lleida region is "the best-selling tour in Europe," pointing to the drylands of Lleida (Mas de Melons, Utxesa reservoir, Plans de Sió), the Pyrenees Natural Park, and pre-Pyrenean areas as key locations for observing species unique to Europe, especially given their proximity.
Byron Palacios, new product developer for the operator Naturetrek, also highlighted the region's landscape contrast, featuring "subalpine zones and steppe areas," as a major draw for British visitors, alongside suitable accommodation and local culture.
The 2nd Birding Fòrum is organized by the Tourism Board of the Diputació de Lleida in conjunction with the Catalan Tourism Agency (ACT), with collaboration from the Catalan Ornithology Institute (ICO) and SEO/BirdLife Catalunya.

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