The implementation of a new plan to promote tourism in the Serranía de Ronda mountain range will benefit 20 towns in the Genal and Guadiaro Valleys. With a total investment of 4.53 million euros, this important project has the potential of transforming this area into a micro-destination which combines cultural and artistic heritage with nature, making it a point of reference for inland tourism in Andalusia.

he Tourism Promotion Plan for the Serranía de Ronda (Plan de Dinamización de Producto Turístico de la Serranía de Ronda) will establish a "before and after" for this unique area located in inland Andalusia. This initiative will promote cultural and natural tourism in 20 towns in the Genal and Guadiaro Valleys in the province of Malaga: Algatocín, Alpandeire, Arriate, Atajate, Benadalid, Benalauría, Benaoján, Benarrabá, Cartajima, Cortes de la Frontera, Faraján, Guacín, Genalguacil, Igualeja, Jimera de Líbar, Jubrique, Júzcar, Montejaque, Parauta, Pujerra and the local autonomous entities of Montecorto and Serrato.

The Plan will receive a total investment of 4,530,000 euros, which will be equally funded by the Department of Tourism, Sport and Commerce, the Department of Trade, Industry and Tourism and the Provincial Council, and will be implemented through 2011 in collaboration with the Centre for Tourist Initiatives of the Serranía de Ronda and the Consortium of the Genal Valley.

Planned Activities
The creation of a network of vista points and the adaptation of bird observatories, improvements in recreation areas located in the natural landscape, the designation of swimming areas in rivers and streams, the creation of special areas for sports activities, improvements in signage and access to important natural areas and the creation of tourist information offices, visitor's centres and cultural heritage museums are all activities which have been planned as part of this initiative. Also included in the plan is the adaptation of unique historical buildings for tourist use, the creation of cultural itineraries and the clean-up and improvement of the streets and squares of the city centres. Popular tradition will be promoted through food festivals and by reviving local festivals, customs, crafts and trades. The plan likewise calls for the organization of youth and professional training workshops. It will utilize its own marketing and publicity strategy, website and advertising material, and will send representatives to specialized fairs and conferences within the sector.