A lesser-known region of western Spain has been crowned the best rural holiday destination.
The green corridor was praised by travel experts at the National Tourism Awards for its stunning cherry trees and rivers that carve out deep, cold pools.
The winner of the Best Rural and Nature Destination, announced in November, is the Jerte Valley in Extremadura.
The award is backed by the Spanish Federation of Tourism Journalists and Writers together with Lassart Tourism, and was decided by a jury of nine specialist reporters.
They praised the Jerte Valley for protecting its natural and cultural heritage while still managing to grow.
What won the jury over was the valley’s character, boasting steep slopes, waterfalls and gorges – and an incredibly biodiversity.
Crucially, the Jerte works in every season. In summer, travellers spread out along rivers and natural pools.
In spring, cherry trees turn the hills white, pulling visitors into the orchards and giving a push to agritourism.
Come autumn, the forests flare red and gold. Even winter suits the valley’s quiet villages and slower rhythm.
Local councillors say they’ve learned to use each season without losing sight of what makes the valley tick.
The balance between attraction and preservation is what pushed the destination ahead of dozens of others.
What you get in the Jerte is an entire way of travelling. Nature walks, traditional food, craft culture, swimming spots, birdwatching, family-run guesthouses and outdoor adventures all fit together without feeling packaged.
According to the local association of municipalities, this mix has helped keep visitors close to the rural landscape rather than separating them from it.
High-quality accommodation and a strong commitment among local businesses to protect the environment have also helped the valley stand out.
Julian Elizo Muñoz, president of the Jerte Valley municipalities, said the award reflects the people who live there.
‘The Jerte Valley proves every day that it’s possible to grow without giving up our essence. This prize belongs to our people and to their way of understanding the land,’ he said.
