18 Apr Priorat: Growth with care
Interview with Sara Fernàndez, tourism officer at Priorat Enoturisme, on the programme La Comarcal by Canal Reus
In this interview aired by Canal Reus on the programme La Comarcal, journalist Marc Càmara talks to Sara Fernández, tourism officer at the Priorat Enoturisme Association. Throughout the conversation, Fernández discusses Easter and summer forecasts for the Priorat, visitor profiles, sustainability challenges, and emerging opportunities such as astrotourism and the Falset Wine Fair. She also reflects on how to manage tourism growth without losing the essence of a region committed to quality, landscape, and personal hospitality.
(Source: full interview available on Canal Reus TV – YouTube)
With the arrival of Easter, many people start thinking about getaways and holidays, and more and more are seeking alternatives to the coast, opting instead for inland tourism. One of the destinations currently enjoying a moment in the spotlight is the Priorat, a region with a unique combination of landscape, gastronomy, high-quality wines and outdoor activities. But beyond its appeal, the big challenge it faces is growing sustainably, while preserving the identity and quality that have made it special. Let’s talk about it.
A promising Easter
Tourism officer Sara Fernández is clear: occupancy forecasts for this Easter are very positive. With many rural accommodations fully booked and others at around 80% capacity, it’s clear that the Priorat has consolidated its place as a favourite destination for many travellers looking to escape crowds and enjoy nature, tranquillity, and authentic experiences.
Although rain may alter plans, in this region it is welcomed. “If it doesn’t rain, we won’t have any landscape,” says Fernández, pointing out that tourism in the Priorat goes well beyond outdoor activities: visitors can also enjoy winery tours, olive oil tastings, or cultural walks.
What kind of visitor comes to the Priorat?
At Easter, the typical visitor is from within Spain, mainly Catalonia, and often it’s their first time discovering the region. This is a type of visitor Fernández calls an “explorer” – someone who arrives not knowing exactly what to expect, but eager for adventure and authenticity.
During the rest of the year, the profile changes: many visitors come from abroad, especially the United States and northern Europe. Visitors from Asia are also beginning to arrive. Most are initially drawn by the wine, but end up captivated by the natural beauty, peaceful atmosphere, and charm of the Priorat. One of the main off-season attractions is climbing: areas like Siurana or the Montsant Natural Park are world-renowned among climbers, who often stay for weeks or even months.
Diversifying the offer: from rural accommodation to luxury experiences
Traditionally, the Priorat has been a land of refuges, rural houses and small family-run hotels. But in recent years, high-end establishments offering luxury experiences have appeared. This diversification, according to Fernández, doesn’t so much change the visitor’s geographic origin as it does their interests.
Those choosing the more sophisticated establishments are seeking comfort, tailored services, and less spontaneity. However, the Priorat’s strength still lies in the personal, close-knit service provided by many small lodgings and local producers. “That element of surprise, that carefully crafted detail, can’t be bought,” she emphasises.
The role of influencers and media exposure
When a public figure or influencer visits the region and shares it on social media, the impact is considerable. But it can also be a double-edged sword. Fernández warns of the risks of promotion based solely on visuals, without reflecting the true reality of the place: “We don’t want to oversell for the sake of it.”
The key, she says, is to attract respectful tourism – people who appreciate what the region offers and do not contribute to overcrowding. “In the Priorat, we want to continue enjoying our corners in small groups,” she says. Fortunately, the region’s geography and road infrastructure make rapid overcrowding unlikely, but careful management is still necessary to preserve this balance.
Regulated and balanced tourism
One of the major topics of debate is the growth of tourist accommodation, especially apartments. In certain areas – particularly near climbing hotspots – this has led to problems with capacity and hospitality infrastructure.
Uncontrolled growth of tourist apartments can be detrimental to both tourism professionals and residents. Not all accommodations offer the same services or comply with the same standards, and a lack of regulation can create unfair competition. There is also a direct impact on the local housing market, making it more difficult for residents to find affordable rentals.
Fernández argues that regulation must be strengthened, ensuring that everyone pays the tourist tax and that tourism benefits are reinvested in the region. “We don’t want to reach the point where tourism becomes unwelcome.”
Falset’s Wine Fair: a flagship event with 30 years of history
One of the region’s major annual events is the Falset Wine Fair, which this year celebrates its 30th anniversary. Although it takes the name of the regional capital, in fact it represents the whole comarca and its two denominations of origin: DOQ Priorat and DO Montsant.
Each year, the fair attracts up to 30,000 visitors. Despite these numbers, Fernández assures it hasn’t led to overcrowding problems, as many people prefer to visit the region before or after the fair to avoid large crowds. Moreover, the fair is a great opportunity to discover producers and begin a relationship with the Priorat that often results in return visits.
Astrotourism: the Priorat under the stars
One of the fastest-growing fields is astrotourism. The Priorat has some of the clearest skies in southern Europe, and initiatives such as the “Starlight Reserve” certification are being implemented to regulate lighting and preserve stargazing visibility.
More and more wineries and accommodations are combining wine tourism with astronomy activities. The solar eclipse expected in 2026 is set to be a key moment, and the region is already preparing to make the most of it.
Fernández stresses that the goal isn’t for people to come only to see the eclipse and then leave, but rather to discover all that the Priorat has to offer before and after. This is an example of regenerative tourism – visitors who bring value, not just consumption.
The role of the Prades Mountains Natural Park
The creation of this park is another initiative to give structure and value to the territory. It not only helps preserve the environment but is also a tool for de-seasonalising tourism and attracting new types of visitors, such as families and those interested in culture.
Parks maintain trails, regulate activities, and ensure that the landscape remains a long-term asset. They are essential in preventing the negative impact of poorly managed sports or tourism events.
Races, bikes and events: when tourism is just passing through
The boom in trail running and mountain races has also reached the Priorat. But not all events leave the same kind of footprint. Some generate logistical issues, affect local accommodation, or leave rubbish behind in the landscape.
That’s why Priorat Enoturisme insists that all activities must be well coordinated with the local community. Done thoughtfully, they can be a powerful tool for promotion. Done externally and without regard for local specificities, they can do more harm than good.
Conclusion: growth, yes – but with common sense
The Priorat is enjoying a moment of increased visibility. With internationally renowned wines, breathtaking landscapes, activities like climbing, astronomy and local fairs, there are plenty of reasons to attract visitors from far and wide.
But the key lies in careful management. In protecting what makes this region special. In maintaining personal connections, a well-preserved environment, and a healthy balance between visitors and residents. Ultimately, it’s about making tourism an ally of the land – not a problem. And as Sara Fernández rightly says, so that everyone can enjoy the Priorat “just as they imagine it.”
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