Discovering the Value of the Sky: LookUP Showcases Innovative Initiative at FITUR MADRID 2023


The LookUP project, a European initiative to support and finance tourism companies in Extremadura, Spain, took center stage at the 2023 FITUR MADRID International Tourismv Fair held in Madrid, Spain from January 18-22, 2023. The fair included professional presentations, showcooking, and gastronomic tastings, as well as presentations of various tourism initiatives, including LookUP. 

The Junta de Extremadura, one of the main partners of the LookUP project, played a significant role in the fair’s events. Francisco Martín Simón, Director of Tourism of the Junta de Extremadura, presented LookUP as a project that highlighted the value of the sky and the birds that inhabit it in rural destinations in Europe. 

LookUP, a project funded by the European COSME call, aims to promote a green and digital transition and a resilient tourism ecosystem in Extremadura and other rural destinations in Finland and Romania. The project’s central theme is sustainability, with a focus on the value of the sky in tourism destinations and the birds that inhabit them. 

During the fair, Extremadura represented Spain in LookUP for the next two years, working together with other European destinations to promote sustainable tourism practices. The project seeks to promote the integration of tourism with local communities, respecting the natural environment and contributing to the economic development of the region. 

The presentation of LookUP at FITUR MADRID 2023 was an opportunity to showcase this innovative initiative to a broad audience of tourism professionals and stakeholders. The project aims to be an example of how tourism can be both environmentally sustainable and economically viable, contributing to the well-being of local communities while preserving natural resources. 

If you missed the presentation of LookUP project at FITUR 2023 you can rewatch it here: