The Reus City Council recently held a meeting to discuss initiatives for senior tourism as part of the Paisatge dels Genis project, which showcases the links between renowned artists such as Antoni Gaudí, Joan Miró, Pau Casals, and Pablo Picasso with the landscapes of Costa Daurada and Terres de l’Ebre that influenced their lives and works.
One of the key objectives for 2027 is to develop a shared product targeting the growing senior tourism market. The Paisatge dels Genis features five interpretative routes and six museums and cultural centres, including the Gaudí Centre in Reus, Mas Miró in Mont-roig, Casa Nadiua and Museu Pau Casals in Vendrell, Centre Picasso in Horta de Sant Joan, and Casa Pairal Gaudí in Riudoms.
The Technical Office of Paisatge dels Genis, supported by the Tourism Board of the Tarragona Provincial Council and the local councils and tourism boards of the municipalities along the route, is managed by the culture and tourism division of the Eurecat technology centre. The meeting was attended by Reus Mayor Sandra Guaita, Enric Adell, President of the Provincial Tourism Board, and Noemí Llauradó, President of the Provincial Council and City Projection Councillor of Reus, along with representatives from various municipalities, museums, and cultural centres involved in the initiative.
Since its inception, the Paisatge dels Genis has primarily targeted general and family audiences, resulting in the creation of gamified activities, family tours, and culinary experiences. The new focus on senior tourism aims to attract individuals over 60, typically retired, who have more leisure time and cultural interests when travelling. This demographic is considered particularly appealing due to their flexibility in scheduling holidays, which can help alleviate seasonal tourism pressures.
Addressing this challenge, the meeting also set the goal of launching a communication campaign in the Basque Country, Navarra, and Aragón—regions known for their tourism to Costa Daurada and Terres de l'Ebre, often supported by second homes throughout the year. The Technical Office of Paisatge dels Genis will now detail the senior tourism initiatives and the content of this campaign outside Catalonia.
Additionally, the meeting discussed the transition from the Year of Gaudí, which concludes in early 2027, to the celebration of the 150th anniversary of Pau Casals' birth, which has recently commenced. Participants noted the positive reception of the Year of Gaudí and expressed hope that the Casals commemoration will follow a similar path.
