Úbeda, located in the south of Spain, is considered one of the most sensational Renaissance complexes in Europe, it is an island of great wealth in the middle of a sea of olive trees.
But, above all, Úbeda is an admirable city, incapable of leaving even the coldest and most demanding of its visitors indifferent. Its heritage treasure is reflected in each of the stones of its palaces, squares, churches and convents. The Plaza Vázquez de Molina is the flagship of this beautiful city, declared a World Heritage Site by UNESCO in 2023.
But in addition to its heritage wealth, it is worth highlighting its artisan tradition, its rich and wise gastronomy, its great cultural activity throughout the year and olive oil tourism, through which you can enjoy a unique experience around Extra Virgin Olive Oil and its olive grove.
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Admission to the Smart Tourism Destinations Programme
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Úbeda will begin the Smart Tourism Destinations methodology in March 2024 and has completed the DTI diagnosis process in June 2024 for its transformation into a Smart Tourist Destination. |
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Outstanding initiatives
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- The Sustainable Tourism Plan in Destination “Úbeda, World Heritage City” that is being developed will make the city consolidate itself as a cultural and heritage destination of reference in Andalusia through sustainable, digitalized and accessible tourism development.
- The new project to enhance the value of the Archaeological Site “Eras del Alcázar” has meant the expansion of the visitable area of the historic center and a new tourist product based on archaeology.
- Also noteworthy is the Oleotourism whose epicenter is located in the Olive and Oil Center from where the culture of EVOO is brought to all audiences.
- Craftsmanship and exclusivity. Úbeda has been declared “Zone of Artisanal Interest in Andalusia”. The declaration recognizes the relevance and uniqueness of the city’s crafts, as well as the diversity of existing trades and the artistic quality of the pieces, where tradition is combined with new designs. Each of its products enjoys the exclusivity and authenticity of hand-made products, the result of transforming noble materials using traditional techniques.
- Another important innovation is the development of the Urban Agenda of Úbeda, through which it is intended to continue defining and specifying an urban and territorial system that is cultural, environmentally sustainable, socially cohesive and economically competitive; implementing and promoting stable mechanisms for citizen participation.
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Technical data
VAT number:
P2309200J Address: Plaza Vázquez de Molina, s/n Postal code: 23400 Telephone: 953 75 04 40 Region: Andalucía Province:
Jaén Population:
Úbeda Country:
España Local entity type: Ayuntamiento Date of membership:
17/12/2020 Diagnosis: Sí Diagnosis date:
27/6/2024 Destination Type:
Rural de interior Population:
33,810 Area (km²):
410.47 Density (inhab/km²):
84.62 Average tourist stay:
1.8
Level in the Network: Nivel 3
