The president of the regional body, José Luis Marín, highlighted that the main purpose of the plan is to "organize and align public efforts" to reinforce the Turisme Urgell brand. This roadmap is structured around five main axes, including governance and coordination (with the recovery of the tourism working group), innovation and experiences, digital transformation, universal accessibility, and marketing and communication.
“"We must ensure that the visitor does not spend just one night in Urgell, but finds proposals that invite them to stay two or three more days."
Beatriz Martín, a consultant from the company Daleph, identified two major shortcomings in the sector: the lack of participatory governance between the public and private sectors, and the need to develop a complementary and diverse tourism offering. Therefore, the plan emphasizes promoting experiences such as cycle tourism or motorhome routes.
Martín also stressed the importance of professionalizing the sector through training programs adapted to the territory's specific needs. Furthermore, greater support is planned for small businesses, especially those linked to the agricultural sector, which can offer unique and differentiated proposals to visitors.
“"This master plan establishes a roadmap and defines the axes that will allow the development of actions generating a real return for the region."
