Baeza, located in the interior of the province of Jaén, is one of the major centres of cultural tourism in Andalusia.
Its historic centre, declared a World Heritage Site by UNESCO along with Úbeda, preserves an exceptional collection of Spanish Renaissance monuments, with landmarks such as the Cathedral of the Nativity of Our Lady, the Plaza del Pópulo and the Old University. The municipality is set in an environment dominated by a sea of olive trees, a symbol of the region’s economic and landscape identity. Its continental Mediterranean climate, with cold winters and hot summers, sets the pace of local life. Baeza offers a tourist experience linked to heritage, history, gastronomy and extra virgin olive oil. It has a population of around 15,500 and maintains a strong cultural and university tradition. Its strategic location facilitates connections with other monumental cities in Jaén. It is a destination where historical heritage coexists with everyday life, inviting a leisurely and reflective visit.
| Joining the Smart Destinations projec | December 2020 |
| Outstandings Initiatives
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Training and sustainable tourism project (“Baeza Next”). A free initiative offering a programme of over 100 hours of training for tourism SMEs, with practical workshops focused on digitalisation, online marketing, positioning, customer service and the integration of sustainable practices. The aim is to increase the competitiveness of accommodation, hospitality and tourism services through digital tools and better internal management, linking sustainability with modernisation.
Baeza Town Council Digital tools and innovation in visitor information The municipality has an official app for virtual tours of Baeza with accessible themed itineraries that allow visitors to explore heritage routes with audio guides and digital tours. This tool is part of the smart tourism strategy to facilitate access to cultural and heritage information during the visit. Modernisation strategy and new tourism image to adapt to current trends in the sector, boost online visibility, and strengthen the destination’s presence on digital channels. The strategy includes the opening of a digital transition office for SMEs, active listening tools on social media, and an institutional communication plan aimed at promoting the destination. Smart Tourism Plans These include investments in technologies applied to the destination that enhance the visitor experience and digital tourism management. OleotourJaén Product Club, which integrates digitalisation, the circular economy and the promotion of olive oil tourism, of which Baeza is a key city in this experiential segment. |