Introducing 'Fruitourism': Campaign to promote spectacular spring landscape

For the next few weeks, the small town of Aitona, among other nearby towns in western Catalonia, will become a sea of pink.

Its rural surrounds are home to one of the largest concentrations of peach and nectarine trees in Europe. Every March, when they abruptly all come into bloom at once, it is the ultimate sign that spring has sprung in the region.

Expanded experience

This year, the Aitona town hall is revamping its promotional plans and expanding the experience – which it is branding Fruitourism – with the aim of encouraging more tourists from further afield to visit its blushing agriculture.

Until March 27, three-hour guided tours of the old town and its accompanying orchards by local volunteers will be paired with opportunities to taste some of the home-grown produce, including jam, honey, chocolate and cheese.

The local council has also installed new bicycle, quad bike and walking routes, and for the most adventurous, they will also be offering hot air balloon flights across the colourful fields.

Aitona received roughly 18,000 visitors during the blossoming period in 2018, compared to 1,500 two years earlier, and local businesses hope the figures will keep growing exponentially.