A Unique Cross-Border Destination Set to Iberian and European Travelers
In 2025, this long-standing collaboration between the three regions takes a bold step forward with the launch of a joint international tourism strategy. The vision: to offer an authentic, diverse, and sustainable travel experience rooted in heritage, nature, gastronomy, and wine tourism—away from the overcrowded circuits of mass tourism.
“Three regions, two countries, one heart.” This is the powerful slogan behind a new cross-border tourism initiative that unites Alentejo, Center of Portugal, and Extremadura into a single, compelling destination. Spanning contiguous regions of Portugal and Spain, this alliance aims to position itself as a must-visit cultural and nature-based escape for both the Iberian market and the broader European travel audience.
This innovative partnership was formally introduced in Madrid, during a presentation at the prestigious Royal Academy of Fine Arts of San Fernando.
The goal is clear: to position the three regions as a singular destination, unlocking access to a potential audience of 60 million residents across Portugal and Spain. By aligning their promotional efforts, the regions aim to boost competitiveness and enhance visibility across peak and low seasons alike.
A Strategic Centrality in the Iberian Peninsula
José Santos, president of the Alentejo Regional Tourism Promotion Agency, emphasized the strategic central location of the regions as a crucial advantage. “These territories can become a central tourism axis in the Iberian market,” he stated, highlighting Évora’s designation as European Capital of Culture 2027 as a pivotal opportunity for raising the region’s profile.
His counterpart from Center of Portugal, Rui Ventura, reinforced the value of cooperation: “Together, we transform from peripheral zones into a strategic center with enormous potential. Our joint approach promotes sustainable, inclusive tourism that benefits local communities.” He also proposed the creation of an Iberian Wine Tourism Passport—an innovative tool to inspire visitors to explore vineyards and wine trails across all three regions.
From Extremadura, Victoria Bazaga, regional minister of Culture, Tourism, Youth and Sports, added: “We offer our heart to grow the hearts of all. This territory is a temple of experiences—rich, diverse, and ready to become one of the world’s leading sustainable inland destinations.”
What Makes This Destination Unique?
Stretching across roughly 100,000 km², this cross-border region offers a rare blend of UNESCO World Heritage sites, untouched landscapes, and cultural gems that reflect centuries of Iberian history. From the rolling plains of Alentejo and the wooded dehesas of Extremadura to the river valleys of Center of Portugal, the destination embodies the values today’s travelers seek: authenticity, heritage, and sustainability.
Highlights of the Region Include:
- 10 UNESCO World Heritage Sites, including Évora, Elvas, Cáceres, and the University of Coimbra
- Enchanting towns such as Marvão, Trujillo, and Tomar
- Spiritual landmarks like Fátima and the Monastery of Guadalupe
- Expansive natural parks, perfect for hiking, cycling, and water sports
- A coastal offering of 110 Blue Flag beaches, including 7 inland beaches in Extremadura, 10 in Alentejo, and 29 in Center of Portugal
This tri-regional destination also benefits from a prime location between major urban hubs – Lisbon, Porto, Madrid, and Seville – all equipped with international airports and strong tourism flows. Such proximity enhances accessibility while keeping visitors off the beaten path.
Positioning for the Future of European Tourism
By combining their rich assets and shared vision, Alentejo, Extremadura, and Center of Portugal are not only reimagining tourism within the Iberian Peninsula. They are reshaping the narrative of what it means to travel sustainably and meaningfully in Europe.
This alliance is more than a promotional campaign. It is a strategic, future-focused movement toward a tourism model that respects territory, uplifts communities, and creates unforgettable experiences for travelers seeking something real.
For those looking to explore Europe beyond its crowded capitals, this tri-regional destination offers a slower pace, deeper connections, and stories waiting to be discovered – all under the promise of “Three regions, two countries, one heart.”