Monday, June 23, 2025

Under the slogan “Three regions, two countries, one heart,” three regions—Alentejo and Central Portugal from Portugal, and Extremadura from Spain—have launched an ambitious new tourism strategy aimed at positioning the Iberian Peninsula as a single, unified travel destination. This collaboration seeks to tap into the Iberian and broader European markets by offering an authentic, diverse, and sustainable tourism experience. The goal is to highlight the rich cultural and historical heritage of the three regions, alongside their natural beauty, gastronomy, wine tourism, and leisure activities.

The three regions—Alentejo in southern Portugal, Extremadura in western Spain, and Central Portugal—share more than just a border; they share a history, culture, and way of life shaped by the unique geography of the Iberian Peninsula. Historically, these regions have maintained strong ties in the tourism sector, with a longstanding cooperation that is now being formalised through this joint strategy.

The official launch of this initiative took place in Madrid, where tourism representatives from all three regions gathered to present the collaboration to industry professionals, media, and government officials. Victoria Bazaga, the Minister of Culture, Tourism, Youth, and Sports of Extremadura, José Santos, President of the Alentejo Tourism Promotion Agency, and Rui Ventura, President of the Central Portugal Tourism Promotion Agency, all highlighted the shared vision behind this partnership.

By pooling their resources, the regions are looking to attract visitors from the Iberian market—Spain and Portugal—while also expanding their reach to the broader European market. With a combined population of over 60 million, this is a substantial opportunity for the regions to showcase their unique offerings. In addition to the regional market, they are also targeting the global tourism market, with the aim to make this collaborative destination a key player in international tourism, benefiting from the 120 million international visitors who frequent Spain and Portugal each year.

The collaboration between Alentejo, Extremadura, and Central Portugal is founded on three essential principles: sustainability, authenticity, and territorial competitiveness. Together, the regions form a destination that offers everything a discerning traveller could seek. From remarkable historical sites to pristine natural landscapes, this alliance represents a major opportunity for promoting sustainable tourism across the Iberian Peninsula.

The three regions boast an impressive collection of UNESCO World Heritage Sites. Alentejo, Extremadura, and Central Portugal are home to a wealth of history and culture, with notable sites such as the ancient city of Évora in Portugal, the University of Coimbra, and the historic town of Cáceres in Spain. These areas provide visitors with the chance to explore cobbled streets, ancient monuments, and centuries-old buildings that tell the stories of the people who lived here long ago.

Other historically significant sites include the charming medieval towns of Marvão in Portugal and Trujillo in Spain, as well as religious landmarks such as the pilgrimage site of Fátima in Portugal and the Monastery of Guadalupe in Spain. Visitors will find a rich array of cultural experiences that span centuries of history.

Beyond the cultural and historical treasures, the natural beauty of the three regions is another major draw for visitors. The combination of rolling hills, rugged mountains, and picturesque valleys make this area ideal for outdoor enthusiasts. The regions are home to extensive national parks and nature reserves, perfect for hiking, cycling, birdwatching, and wildlife photography.

With over 110 Blue Flag beaches, including inland beaches in Extremadura, Alentejo, and Central Portugal, there is ample opportunity for water-based activities such as swimming, kayaking, and sailing. These clean, sustainable beaches are perfect for those seeking a tranquil escape from the more crowded coastal areas.

In particular, the Montado Forests and the Alentejo plains offer unique ecosystems, and Central Portugal’s Serra da Estrela mountains provide an alpine setting with breathtaking views. This diversity in natural landscapes gives tourists a chance to explore various terrains, from rolling hills to rugged coastlines.

Wine lovers will find an exceptional experience in the three regions, which are renowned for their high-quality wines. The Alentejo region, in particular, is a hub for wine tourism, offering some of the finest vineyards in Portugal. With an extensive variety of local wines and guided wine tours, visitors can explore vineyards set among rolling hills and ancient castles.

Extremadura and Central Portugal also offer remarkable wine regions, including the famed Douro Valley in Portugal, known for its port wine, and the wine-producing areas in Spain, such as Ribera del Duero. The creation of an Iberian wine tourism passport has been proposed to encourage visitors to explore the region’s wineries and vineyards across the three areas. This initiative will allow tourists to experience the wine-making traditions and flavours of each region, while also encouraging cross-border travel.

Beyond wine, the regions offer rich culinary experiences that showcase local produce and recipes passed down through generations. Local products certified by Denominations of Origin (PDO) ensure an authentic taste of each region, from cheeses to cured meats, olive oils, and pastries.

The regions are committed to ensuring that tourism growth is sustainable and does not harm the natural environment. This focus on responsible tourism is reflected in the promotion of local products, sustainable farming practices, and eco-friendly tourism operations. Many of the historic villages and towns, such as Tomar in Central Portugal, are working to preserve their heritage while supporting the local economy through tourism. This creates a win-win scenario: visitors enjoy an authentic experience while helping to sustain the region’s cultural and environmental heritage.

The collaboration between Alentejo, Extremadura, and Central Portugal presents a compelling vision for the future of tourism in the Iberian Peninsula. By combining their unique offerings, the three regions are setting themselves up as a major destination for both regional and international travellers. Their shared commitment to sustainability, cultural preservation, and high-quality travel experiences ensures that this newly united destination will appeal to a wide range of travellers, particularly those looking for an authentic, off-the-beaten-path experience.

As the regions continue to grow and develop their tourism strategy, they will undoubtedly become an integral part of Iberian tourism, attracting visitors from all corners of the globe eager to explore the heart of the Iberian Peninsula.