The Association for the Comprehensive Development of the Sierra Oeste de Madrid (former Consortium Sierra Oeste de Madrid) was founded in 1995 following the decision of the European Union to promote significant development of its country. rural areas through the involvement of the population themselves.
He ecological, nature tourism or ecotourism is an approach to tourism activities in which the observation of the natural environment is offered and promoted. It is an alternative, responsible and ethical form of tourism, completely different from mass tourism or traditional tourism.
Ecotourism in the Sierra Oeste of Madrid
The Association for the Comprehensive Development of the Sierra Oeste de Madrid (ADI Sierra Oeste) is preparing to show the world the best of its territory during the 45th edition of the International Tourism Fair (FITUR), which will be held from 22 to 26 January at IFEMA Madrid. Of a clear focus on sustainabilityADI Sierra Oeste will bring its rich cultural, gastronomic and natural diversity to the fair, offering visitors a comprehensive vision of a destination committed to responsible and environmentally friendly tourism.
The main event will take place on Thursday, January 23 at 3:30 PM on the stage of the Community of Madrid (Pavilion 9, C03), where Juan Antonio de la Morena, President of ADI Sierra Oeste, and Leonard Pera, CEO of Open-Ideas will host the present the brand’s new image. This visual identity, which symbolizes the values of the region, reflects the perfect balance between sustainability, culture and nature that defines Sierra Oeste.
Commit to sustainability
At the ADI Sierra Oeste stand (9A21), visitors can discover innovative initiatives and groundbreaking projects that They position the region as a reference in the field of sustainable tourism. Among them, the Night Landscape (Slowlight) project stands out, a proposal that highlights the starry sky of the Sierra Oeste as a tourist resource and promotes ecotourism and the enjoyment of the natural environment in a responsible way. Smart Tourist Signage will also be presented, an initiative that uses technology to improve the visitor experience and provide real-time information about the area’s tourism potential.
In addition, the collaboration with MadRural (stand 9A13) and the Community of Madrid will further enrich the offer, with gastronomic proposals that include kilometer 0 products and a sample of authentic local cuisine. Participants can enjoy tastings of artisanal cheeses, local chocolates and wines from the region reflect the winemaking tradition of Sierra Oeste. There will also be an olive oil tasting, highlighting the quality of the region’s olive products. On the other hand, La Garbancera Madrileña will present an innovative gastronomic proposal that combines tradition and modernity, in tribute to the emblematic stew from Madrid and the chickpea from the Sierra Oeste.
Art and culture will also be protagonists, with a dance exhibition from the municipal dance school Villa del Prado. In addition, a new tourism product will be presented that focuses on the history and heritage of the region, highlighting the traditions and stories that They form the identity of Sierra Oeste.
Juan Antonio de la Morena, President of ADI Sierra Oeste, emphasizes: “This is a key moment to position Sierra Oeste as a reference destination for ecotourismnot only for its beauty and authenticity, but also for its strong commitment to sustainability and respect for the natural environment. Travelers in the 21st century are looking for destinations that not only offer unique experiences, but also respect and appreciate the place they are visiting.”.
ADI Sierra Oeste’s participation in FITUR 2025 marks an important step towards sustainable, authentic and culturally enriching tourism, consolidating itself as an essential tourist destination for those who They seek connection with nature and local traditions.