New Campaign Promotes Vega Baja as a Year-Round Tourist Destination

The tourism promotion body CONVEGA has unveiled a new campaign to highlight the Vega Baja del Segura region as a year-round destination for visitors. The initiative, backed by the Alicante Provincial Council, aims to establish a unified identity for the area, draw tourists throughout the year, and foster sustainable economic growth.

Dubbed Tu tierra y la mía – Your Land and Mine, the campaign, presented at the José Noguera Valverde Easter Museum in Callosa de Segura, features a promotional film showcasing Vega Baja’s diverse, authentic, and welcoming experiences for all seasons. Rather than using typical tourism imagery, the film focuses on the region’s unique aspects, such as its coastline, Segura River, farmland, natural landscapes, heritage, food, traditions, and local lifestyle.

Key words and expressions from the Vega Baja region, like boria, escullar, and garbanseo, are integrated to emphasize the area’s cultural identity and distinct speech patterns. The campaign’s core message declares the region to be “a place to do everything—or nothing at all,” encouraging visitors to explore its cycling trails, historical sites, local traditions, cuisine, or simply unwind.

Creative director Alfred Pavía stressed that the campaign’s goal is to tell Vega Baja’s story in a modern, accessible, and relatable manner. “We have crafted a dynamic and contemporary narrative capable of conveying a lot in a short time while presenting a genuine and approachable image of the Vega Baja del Segura,” he explained.

Callosa de Segura’s mayor, Juan Antonio Franco, highlighted that combining the unique attractions of the 27 municipalities would showcase the region’s overall richness while preserving each town and village’s character. Carlos Pastor, the provincial deputy for Economic Development and European Projects in Alicante, emphasized the Vega Baja’s diversity as a significant asset.

He stated that merging the region’s landscapes, heritage, agriculture, gastronomy, culture, and lifestyle under a shared identity would create a stronger and more recognizable regional brand.

The campaign seeks to attract both external visitors and local residents. Externally, it aims to introduce new tourists to the diverse experiences available in the Vega Baja and reinforce its reputation as a year-round destination. Internally, it strives to encourage locals to appreciate their surroundings and promote a sense of pride in their region.

The campaign will be disseminated across Vega Baja and its surrounding areas, with CONVEGA hoping it will lessen the industry’s reliance on the summer season, bolster local businesses, and solidify “Vega Baja del Segura, Your Land and Mine” as a unified identity for the comarca’s 27 municipalities.