Piñero launches 'Cultura Viva' strategy to boost cultural tourism

Tourism group Piñero announced the rollout of its new "Cultura Viva" framework, aimed at placing local culture and community at the core of its business model. The initiative bundles several existing actions under a single strategic umbrella, seeking to deliver lasting positive impact for the societies where the company operates in Spain. By highlighting cultural heritage, traditions and local talent, Piñero intends to differentiate its destinations, offering travelers authentic experiences while supporting community prosperity.

"When culture is alive, the destination beats with strength," the company said, emphasizing that cultural vitality is essential to its value proposition. The programme will coordinate cultural projects, promote local creators, and integrate cultural storytelling into Piñero’s tourism offerings, positioning the brand as a champion of purposeful travel.