ECOTOUR CHALLENGE is an initiative of the Catalan Tourism Agency, launched in 2022 in partnership with Imagine Creativity Center, with the aim of seeking innovative solutions for a more sustainable, conscious and regenerative form of tourism. The programme fosters value-driven proposals that contribute to the social and environmental wellbeing of the territory.

In the previous edition, Cristian Varela stood out with his project Be Origen, a marketplace for experiences and knowledge that gives visibility to and digitises the rural world, clearly championing some of ECOTOUR’s most important pillars: a genuine connection with the territory and with the people who inhabit it.

Mentored by Xavi Verdaguer, director of Imagine Creativity Center, Cristian has dedicated the past year to developing the idea that led him to participate in ECOTOUR. Today, the platform already brings together more than fifty local producers. In his effort to expand Be Origen, Cristian embarks on a journey through the rural landscapes of Costa Daurada and Terres de l’Ebre, in the province of Tarragona, to meet local communities, learn about their trades and traditions, and explore how his platform can help amplify their voices.

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Astronomical observation and astrophotography have emerged in recent years as highly valuable ecotourism experiences. Joan accompanies us to the Montsec Astronomical Park to explore the night sky and deepen our understanding of the universe.

The Montsec mountain range, located in the province of Lleida, is one of the finest places in Catalonia for stargazing, as recognised by its Starlight certification. Its exceptionally low levels of light pollution and unique meteorological conditions — numerous clear nights and a highly stable atmosphere with little rainfall and humidity — make it an ideal location for observing the cosmos.

Within this privileged setting, the Montsec Astronomical Park takes advantage of these exceptional conditions to promote research, education and public outreach in the field of space sciences. It is both a centre for study and scientific research and a venue offering recreational activities for the general public. Joan Pujol was one of its first astronomers and science communicators, and for decades has guided visitors through the fascinating task of understanding the universe.

As Joan himself explains, the Montsec mountain range offers ideal conditions for astronomical observation and astrophotography, his great passion and vocation since he was only fourteen years old. Half a century later, he still retains the same enthusiasm for sharing the images of the cosmos that he captures himself. Astronomy is such a fascinating science, he argues, that once experienced, it leaves no one untouched.

Wellness ecotourism seeks to respond to the relentless pace of modern life. The initiative at Can Buch, led by Gerard, offers the opportunity to care for body and mind by reconnecting with nature and with ourselves.

La Garrotxa is a county located in the heart of the province of Girona, renowned for its rich natural and landscape heritage. It is one of the most important and protected volcanic regions in Europe, home to a unique biodiversity of flora and fauna. This exceptional setting has become a privileged destination for wellness and nature-based ecotourism, allowing visitors to reconnect authentically with both the environment and themselves.

Gerard Bofill, the entrepreneur behind the hospitality project Can Buch, explains that what first made him fall in love with La Garrotxa — and ultimately led him to settle there — was the intense green of its wild, living and fertile landscape.

Gerard believes that, in our essence as human beings, we are designed to live calmly, to move at a slower pace and maintain healthy habits; to remain connected with other living beings, in open spaces surrounded by nature and bathed in sunlight. Can Buch offers precisely that: a traditional farmhouse transformed into an ecological and self-sufficient accommodation project, rooted in the values of permaculture and designed to provide visitors with a unique experience.

In his own words: “The more time passes, the more we realise that the pillars of our lives are nature, health and love.”

Slow tourism is about travelling at a gentler pace and understanding the value of time. Antonio introduces us to a region where unforgettable experiences are created through the people who welcome us and invite us to discover unique ecotourism activities.

Anoia, a county in the province of Barcelona, has been a pioneer within Catalonia in embracing slow tourism — a way of travelling that prioritises deeper and more meaningful experiences, free from time constraints and driven by a genuine desire to connect with local people and immerse oneself in the lifestyle of the places visited.

Antonio Martín, the visionary behind the initiative Turismo Vivencial and a committed advocate of slow tourism, admits that he has fallen in love with Anoia, which he describes as a welcoming region: a small and accessible territory that allows visitors to connect closely with local communities.

According to Antonio, what we all seek are unique and memorable experiences — something he believes ecotourism can truly offer if we travel with patience and take the time to enjoy every moment. What has no price is the time given by local people who welcome you, accompany you in an activity or reveal a special place to you. It is this connection with the hosts of a territory that creates unforgettable experiences.

The best way to experience ecotourism is simply to have the time to enjoy it.

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