At FITUR 2026 in Madrid, Jaen presents a unified stand with the capital city (shared access from the main plaza), featuring over 40 presentations, around 200 businesses, natural parks, sustainable experiences, gastronomic tastings, and immersive showcases. The province highlights its extraordinary, unique offerings as a sustainable, quality destination with nature, active pursuits, oleotourism, and cuisine as pillars.
Jaen province, in Andalucia, southern Spain, stands as the world’s leading producer of olive oil and boasts stunning natural parks, Renaissance towns (Baeza and √öbeda, both UNESCO World Heritage sites), medieval castles, and the Sierra de Cazorla, Segura y Las Villas Natural Park. In 2026, the province advances its visitor experience by prioritising sustainable, quality-focused tourism centred on nature, active pursuits, oleotourism (olive oil experiences), and gastronomy. This inland destination promotes itself as “Jaen, paraiso interior” – an authentic, uncrowded alternative emphasising depth over mass volume.
Jaen benefits from Andalucia’s broader push for premium tourism, but no prominent luxury chain debuts or flagship projects (such as those in coastal or larger cities) are tied exclusively to the province in 2026.
Ongoing enhancements support growth in high-quality stays, particularly in rural areas linked to olive estates (cortijos converted into boutique lodgings), nature parks, and historic towns. Investments align with deseasonalisation efforts, boosting year-round capacity for active and experiential travellers. The sector anticipates steady increases in visitor numbers and stays, supported by events and improved infrastructure, though without the dramatic new builds seen in southern coastal provinces.
Jaen’s 2026 enhancements focus on immersive, sustainable offerings across its core strengths, with no entirely new major attractions opening but significant promotional and experiential upgrades.
Nature and active tourism take centre stage, featuring expanded routes such as the intermodal trail in Sierra M√°gina (combining hiking, cycling, and accessibility), the GR 247 Bosques del Sur long-distance path through dense forests, astrotourism materials for stargazing in low-light-pollution areas, and guided experiences in protected parks. These promote low-impact activities like birdwatching, trekking, and mountain biking amid diverse landscapes from olive groves to sierras.
Oleotourism and gastronomy remain highlights, with deepened offerings around world-class extra virgin olive oils (including Jaen Selección awards), tastings, mill visits, paired meals, and workshops showcasing local products like gazpacho, migas, and game meats.
Cultural heritage gains from continued promotion of Baeza and √öbeda’s Renaissance architecture, √öbeda’s V√°zquez de Molina Square, the Cathedral of Jaen, and castle networks (with events like “Noches de Luz en los Castillos” extending into summer periods). New guides for routes across sierras, camper-friendly tourism, and integrated provincial experiences support slower, more authentic travel.
Arturo Bernal, Consejero de Turismo y Andalucia Exterior de la Junta de Andalucia, has framed the regional strategy encompassing Jaen: “Andalucia es un destino con estabilidad institucional, planificaci√≥n estrat√©gica y un modelo turistico rentable,” emphasising a more profitable, balanced, and territory-committed approach that prioritises sustainability, equity, and benefits for residents. He has stressed the need for tourism that is “m√°s rentable, equilibrado y comprometido con su territorio y su gente,” aligning with Jaen’s focus on interior, high-value experiences.
