Lucena travel agents push for bookable heritage trips

Lucena, in Spain’s Córdoba province, has historic sites and local food to offer travellers. Now travel agents want to turn those assets into trips people can actually book. At a tourism forum there on 21 and 22 October 2026, they argued that heritage alone is not enough to attract visitors.

The forum, organised by the National Union of Travel Agencies (UNAV), said trips must suit what travellers want and come with clear services, prices, availability, accessibility information and booking terms. Agents could then bring inland destinations to new customers, rather than leaving them reliant on large booking platforms.

Lucena served as an example of how an inland city could offer an alternative to a sun-and-beach holiday. UNAV-Fetave president César Gutiérrez called for a wider range of trips and a more even spread of visitors. Participants also urged authorities, businesses and industry groups to work more closely together.

Transport links and technology were on the agenda too. The forum discussed combining trains, flights and other transport, and using artificial intelligence to help agents do their jobs — not replace their experience. For now, its proposals are a plan for making such trips sellable, not an announcement of new holidays on sale.

Topics: Tourism

Source: Europa Press / Mallorca.com