Fruiturisme closes another successful season with more than 20,000 visitors

Aitona has once again captivated thousands of visitors this year during the Fruit Tourism season, establishing itself as a must-see destination for nature lovers and blooming landscapes. Despite some rainy days, more than 20,000 people were able to enjoy the unique experience of the flower-filled fields, with activities that combined the beauty of the landscape with the promotion of the municipality's gastronomic, agricultural, and tourism sectors.

Success of new experiences

Fruiturismo has added new proposals that have been very well received and are already being consolidated for future editions. It premiered successfully. Aitona, a dream in pink, Fruiturismo's first nighttime experience, where visitors strolled among illuminated peach trees in bloom, enjoying live music and a tasting of local produce. Given the success of the first edition, the number of participants doubled for the second edition.
As part of the Fruit Festival, a calçotada was enjoyed for the first time, accompanied by music from the group Lesquefaltaband and local DJ Farrez. Another new feature this year was the 1st Aitona Agri-Food Fair, held with great pleasure from the 6th to the 2nd, showcasing its culinary offerings, reinforcing its commitment to quality and local products.

Institutional visits

During the peak blooming season of the peach trees, Aitona has received numerous institutional visitors. Visitors to the Town Hall, the Agri-Food Fair, and the blossoming fields were the Minister of Industry and Tourism of the Government of Spain, Jordi Hereu; the Subdelegate of the Government of Spain in Lleida, José Crespin; the Regional Minister of Business and Employment of the Generalitat (Catalan Government), Miquel Sàmper; the Regional Director of Business and Employment, Pilar Espax; the Regional Minister of Agriculture, Livestock, Fisheries, and Food, Òscar Ordeig; the Regional Delegate of the Generalitat (Catalan Government) in Lleida, Núria Gil; and the Regional Director of the Department of Culture, Montse Parra.
However, the Catalan Tourism Agency (ACT), in collaboration with Ara Lleida, organized various activities to celebrate the flowering season, including the Grand Tour, a circular route to discover the region's culture, nature, and gastronomy at your own pace. This route seeks to distribute tourism evenly and promote the economic revitalization of the sector.

Guided tours

The guided tours have been a resounding success, with more than 5,000 online reservations, more than 2,000 people arriving by bus, and a significant influx of visitors from all over Spain, particularly the Basque Country, Madrid, and Zaragoza, as well as from other countries, such as Japan, Ukraine, and the United Kingdom.
Cultural heritage visits and tours in English have also increased, thanks to the initiative to organize free tours, both at religious sites (the cave and the birthplace of Father Palau) and at the sites of Santa Teresa Jornet. Robert Capa has not been left behind, and his route has been highly visited, as has the old town and the Artipagés exhibition by Eloi Sarrat, located in the Sant Gaietà chapel.
Fruiturisme 2025 also featured visits from organizations, companies, and institutions that wanted to learn about the project firsthand. Tour operators from Madrid and Tortosa, groups from Aremi, Meraki Travel, Algémica, Motorrad BMW, Parientes Agustí, and the group from Jornadas Referentes Q (Q Referents Days) for primary care, and local councils such as Olèrdola.

Solidarity actions

The FC Barcelona Foundation also took part in this edition, with a creative day for the children of Barça Activa't. Fruiturismo also had a strong solidarity and social cohesion component: the 13th Solidarity Walk benefiting the Àngel Olaran Initiative Center, as well as the Fecoll snail event in support of the Santa Teresa Jornet Home, achieved record participation.

Great media echo

The impact of Fruiturismo has transcended the municipality's borders, with a significant media presence, including appearances on TV3 (on TN Migdia and TN Comarcas, with a report on a visit from international influencers, and on Tot es Mou, with a live broadcast by meteorologist Tomàs Molina) with La Ràdio (local radio station); on Lleida TV, on the program Cafeína; on UA1 Lleida Radio; and also on Telecinco, CMM, La Red, Idealista News, and Agroesfera. Regarding print and digital newspapers, the program has also been featured on Segre, La Mañana, La Vanguardia, Ara, 324, Público, Nación digital, El Nacional, La Razón, COPE, Onda Cero, 20 minutos, Ciudad, Europa Press, Catalunya Press, and Agencia Atlas. An episode of TV3's La Travessa has also been recorded.

Rosa Pujol: "Fruit tourism is a project for the future and has unique potential."

The mayor of Aitona, Rosa Pujol, He has made a very positive assessment of the season and has highlighted that "The presence of authorities and the constant influx of visitors from all over consolidate Fruiturisme as a project for the future, with unique potential for continued growth."
Furthermore, the mayor of Aitona has underlined the City Council's willingness to "Continue working with all kinds of institutions—economic, tourism, and business—at the local, Catalan, and national levels to continue promoting Fruiturismo as a driver of development."
Finally, Pujol has called on all nature and culture lovers to visit Aitona, highlighting that "Fruit tourism not only showcases the beauty of blooming flowers, but also offers a unique experience of landscape, gastronomy, and tradition."
The Aitona Town Council would like to express its sincere gratitude to all the volunteers who have made it possible for Fruiturismo to be the soul of the town for yet another season, showcasing the authenticity of the land and its farmers.