In 2026, Turisme Garrotxa celebrates its 30th anniversary, reaffirming its commitment to a tourism model based on sustainability, public-private collaboration, and the enhancement of the region’s natural and cultural assets.
The organisation is preparing a range of commemorative activities throughout the year, with the main celebration taking place on 10 November at the Teatre Principal in Olot.
In 2026, Turisme Garrotxa celebrates its 30th anniversary, marking three decades of collaboration between the public and private sectors to promote a tourism model based on sustainability, territorial cooperation and the preservation of the region’s natural, cultural and social values.
Founded in 1996, the organisation has grown into a shared governance platform that brings together public administrations, businesses and local stakeholders. Over the years, it has become a benchmark for sustainable tourism management not only in Catalonia, but also at national and European level.
Thirty years after its creation, Turisme Garrotxa is recognised as one of Catalonia’s leading examples of collaborative tourism governance and as a European reference in the implementation of sustainable tourism models.
Today, Turisme Garrotxa brings together more than 290 members. The organisation is governed through a General Assembly made up of representatives from its public members — all municipalities in the Garrotxa region, the Garrotxa County Council, the Alta Garrotxa Consortium and the Garrotxa Volcanic Zone Natural Park — together with private members, including the region’s main tourism and business associations. Turisme Garrotxa provides services to nearly 260 accommodation providers, restaurants and activity companies.
Today, every municipality in the region, the main territorial management bodies and a significant proportion of tourism businesses are part of the Turisme Garrotxa network. This unique public-private partnership has enabled the development of a shared tourism strategy for the entire region.
Turisme Garrotxa was established in 1996 under the name Associació la Garrotxa, Terra d’Acolliment Turístic, following an initiative led by the Garrotxa County Council, the Garrotxa Volcanic Zone Natural Park and the Garrotxa Hospitality Association. It was created in response to the need to bring together the public and private sectors around a shared sustainable tourism development strategy for the region.
The organisation succeeded the Tourism Advisory Council of the Garrotxa County Council, established in 1994, which played an important role in coordinating the sector and fostering cooperation among local stakeholders. The Advisory Council helped raise awareness of the benefits of working together at regional level and laid the foundations for a more effective organisation capable of leading Garrotxa’s tourism strategy with a shared long-term vision.
From the outset, Turisme Garrotxa has worked to build a destination based on quality, sustainability and cooperation. This pioneering governance model has brought together public administrations, businesses and organisations around a common vision: making tourism a driver of local development that creates opportunities, protects heritage and improves the quality of life of local communities.
This anniversary comes at a particularly significant moment for the destination. It coincides with the consolidation of a pioneering tourism model linked to the European Charter for Sustainable Tourism (ECST), which has been implemented continuously in Garrotxa since 2001.
This long-standing commitment makes Garrotxa one of the European destinations with the longest experience in applying this sustainable tourism framework, based on cooperation between public authorities, businesses and civil society.
At the same time, the destination is about to embark on a new strategic cycle with the Garrotxa and Alta Garrotxa ECST Strategy 2026–2030. This new period will officially begin once the renewal report from the EUROPARC Federation has been received, following an evaluation process that has recognised the quality of the governance and collaborative working model developed in the region.
Over the past thirty years, Turisme Garrotxa has promoted hundreds of initiatives related to sustainability, visitor mobility, destination promotion, digitalisation, tourism intelligence and the development of tourism products focused on nature, gastronomy and cultural heritage.
This collaborative approach has also enabled the organisation to secure several million euros in external funding in recent years, mainly invested in sustainable mobility, accessibility, digitalisation, conservation of natural and cultural heritage and improvements to the visitor experience.
Turisme Garrotxa’s mission is to strengthen the competitiveness of the region’s tourism sector by providing advisory services, training, sector information, destination marketing and the management of strategic territorial development projects.
Destination promotion is another key area of work. Through a consistent and shared narrative, the organisation strengthens Garrotxa’s positioning as a distinctive tourism destination.
Over the past year, this has included the launch of a new marketing and communication strategy featuring the creation of the OH!Garrotxa destination brand, the complete redesign of the destination website, the development of a new merchandising range and the renewal of the region’s main tourism publications.
Today, Garrotxa has established itself as one of Catalonia’s leading nature tourism destinations, maintaining a model that seeks to balance tourism activity, environmental conservation and the well-being of local residents.
The organisation has operated continuously throughout its thirty-year history, including during the COVID-19 pandemic, when it launched a range of initiatives to support local tourism businesses and maintain the destination’s visibility and competitiveness.
This year marks the organisation’s 30th anniversary. To commemorate this milestone, Turisme Garrotxa has created a special anniversary logo that will accompany its communication activities throughout the year.
The main commemorative event will take place on 10 November at the Teatre Principal in Olot.
The event aims to become a shared celebration and an opportunity to recognise all the people, businesses and institutions that have contributed to Turisme Garrotxa’s journey over the past three decades.
Thirty years after its creation, Turisme Garrotxa enters a new phase shaped by the challenges of climate change, digital transformation, universal accessibility, sustainable mobility and the ongoing commitment to developing a tourism model that generates prosperity while preserving the values that make Garrotxa unique.
Further details and the full programme of the anniversary celebrations will be announced in the coming months.
Throughout 2026, Turisme Garrotxa will carry out a range of commemorative activities, culminating in the main anniversary event on 10 November at the Teatre Principal in Olot.
© Turisme Garrotxa
