Ubeda, a UNESCO World Heritage site, will unveil its innovative campaign “Ubeda with Meaning” on October 24 during the Tierra Adentro Fair. This initiative encourages both visitors and residents to engage with the city”s rich heritage through a lens of responsible tourism, experiencing it “with all the senses.” Funded by the European Union under the NextGenerationEU program, the campaign is part of Ubeda”s broader Sustainable Tourism Plan aimed at fostering a sustainable tourism model that safeguards cultural and natural heritage while delivering economic and social benefits to the local community.
The campaign takes a unique approach, characterized by a “witty and daring” tone that connects Ubeda”s historical grandeur with a contemporary message of tourism responsibility. “We did not want to create another “prohibition” campaign,” stated representatives from Open-Ideas, the creators of this initiative. “We have crafted a message that speaks to visitors, inviting them to join a select minority that knows how to travel with style.” This guide to enriching tourism encapsulates a philosophy that embraces intelligent seduction rather than conflict.
Structured around the senses, the campaign encourages a deeper and more conscious experience, moving beyond mere physical perception. The sensory themes include:
- Sight: “Admire without altering” – Appreciate the heritage as one would read a Baroque poem
- Sound: “Listen to the soul of the city” – Respect Ubeda”s historical soundtrack
- Smell: “Breathe its authenticity” – Preserve the city”s natural aroma
- Touch: “Handle with care” – Interact with heritage respectfully
- Taste: “Savor the local” – Support traditional gastronomy and commerce
- Intuition: Distinguish the authentic from the superficial
- Complicity: Cultivate the privilege of being part of something exceptional
- Discernment: Refine that selective gaze that goes beyond the surface
- Common Sense: Travel with the attitude and respect that heritage deserves
“Each sense is an entry point to a more conscious and respectful experience,” the creators explained. “This is not about imitating other campaigns. We need to create experiences that demonstrate that responsible tourism is more enjoyable, authentic, and memorable.”
The “Ubeda with Meaning” campaign is not merely a one-off initiative but a comprehensive program that will activate during major events in Ubeda”s calendar:
- Renaissance Festivals: “Experience History without Damaging It,” featuring Renaissance figures offering courteous behavior tips
- Festival “Sabina por Aqui”: “The City that Sabina Would Not Erase,” connecting with the artist”s fans
- Holy Week: “Silence Also Has a Feel,” promoting respect for tradition
- Gastronomy Days: “Tasting is Caring,” focusing on responsible consumption
- School Programs: “Ubeda is Felt from a Young Age,” offering educational scavenger hunts
The campaign features a “Decalogue for Aspiring Visitors,” which, with elegant irony, reminds guests of basic coexistence rules:
- “Do not confuse silence with boredom. Here, time is savored, not rushed.”
- “The stone has more memory than your GPS.”
- “Do not be a tourist; be a guest. The difference lies in the soul.”
- “Leave a mark only on hearts. Let everything else remain intact.”
With a focus on sustainability, the campaign includes a digital version that will be integrated into Ubeda”s tourist website, allowing visitors to engage actively with responsible tourism. “Ubeda with Meaning” is part of the actions outlined in Ubeda”s Sustainable Tourism Plan, aiming to balance heritage preservation with sustainable tourism development. The campaign seeks to convey sustainability creatively and closely, moving away from traditional institutional messages. “We want visitors not just to follow the rules but to feel part of something special,” explained Elena Rodriguez, the councilor for tourism. “Ubeda has survived for centuries. Our challenge is to ensure it can also endure tourism, without losing its ability to charm and surprise.”
This initiative, developed in collaboration with Open-Ideas, aspires to become a replicable model for other World Heritage cities looking to balance conservation and tourism with innovative communication. “This is not just a local campaign,” the creators highlighted. “It represents a new way to understand the communication of responsible tourism, which can inspire other heritage destinations.”
The Tierra Adentro Fair in Jaén will serve as the platform for the official launch of this innovative campaign on October 24. As a leading event for interior tourism in Andalusia, it provides the perfect backdrop for a proposal that champions the value of cultural heritage and sustainable tourism. The campaign aims to reach both the annual visitors Ubeda receives and the local population, fostering a shared culture of respect and care for heritage. Materials will be available in both Spanish and English, distributed in both physical and digital formats.
Contact: Open-Ideas
Contact Number: 623035392
