The government of the Spanish region of Aragón presented a new tourism promotion initiative on Tuesday that positions rural inhabitants as the true ambassadors of the territory. The campaign, developed by the Department of Environment and Tourism in collaboration with the Aragonese Corporation of Radio and Television (CARTV), aims to highlight the impact of the Sustainable Tourism Plans for Destinations (PSTD), funded through the European Next Generation EU program.
María Nogueras, the Director General of Tourism and Hospitality in Aragón, emphasized during the presentation that the communication strategy focuses on showcasing real personal and professional stories. The goal is to promote the region not only as a vacation destination rich in heritage and natural beauty but also as a land of opportunities for those who decide to make a life change and settle in rural areas.
A development plan with European backing
In the context of this campaign, the regional government detailed the scope of the Sustainable Tourism Plans for Destinations. This strategic program has an accumulated investment of €85.2 million until June 2026. The European funding covers 28 projects and includes 389 direct actions affecting 404 municipalities, representing more than half of the towns in the entire autonomous community.
These investments are designed to transform the Aragonese tourism sector into a more competitive, digital, and high-quality model. The lines of action include improving infrastructure, promoting adventure tourism and cycling tourism, as well as enhancing local gastronomy and wellness tourism.
Audiovisual strategy and territorial reach
To raise awareness of this initiative, Aragón’s public television and radio (CARTV) have devised a multiplatform strategy. On the television front, 22 episodes of the documentary series ‘Pequeños Pueblos Vivos’ will be aired, while the regional radio has scheduled 25 micro-broadcasts to be aired until the end of July.
Raquel Fuertes, the General Director of CARTV, highlighted the public service mission of the initiative, noting the importance of showcasing projects that help retain the population and build a sustainable future model for municipalities.
The audiovisual productions will explore various locations across the three Aragonese provinces (Huesca, Zaragoza, and Teruel), stopping in towns such as Loarre, Ojos Negros, Jaraba, Castiello de Jaca, and Fuentespalda. Through the perspectives of their residents, the campaign aims to highlight the economic, social, and environmental pillars that support the new approach to tourism in the region, appealing to local identity as the main added value for both international and national visitors.
