Lucena City Council began its participation in Fitur, the International Tourism Fair held at IFEMA Madrid from 22 to 26 January, by presenting the 15th anniversary of the Aceite de Lucena PDO and promoting the “Paladares del Jueves” tourism experience.
The event took place in the Picasso Room of the Andalusian Government’s Pavilion 5, where the special programme of olive oil tourism activities organised for the anniversary was unveiled. Institutional and municipal representatives attended alongside representatives of the Designation of Origin and its member municipalities.
One of the highlights was “Paladares del Jueves”, an initiative from Lucena’s Tourism Department combining heritage, gastronomy and local products. Its first edition, held last year, attracted almost 800 people, with all 21 sessions fully booked.
Through the promotional video “Lucena Opens Its Doors to Paladares del Jueves”, the city presented this tourism experience at Fitur, inviting visitors to discover its most emblematic places and monuments through guided tours accompanied by olive oil, coffee and wine tastings with food pairings.
For 2025, the experience will introduce new venues, products and pairings to strengthen its appeal and offer an increasingly comprehensive experience for visitors to Lucena.
After the presentation, Fitur’s Live Cooking Area hosted a demonstration of the experience featuring a guided tasting of Aceite de Lucena PDO extra virgin olive oil, accompanied by a gourmet selection of Iberian products from Lucena-based company La Granja de Josele.
