PRESS RELEASE
Boosting the tourism sector in Northwest Murcia through a business mentoring program funded by NextGenerationEU
The Northwest Region of Murcia, under the tourism brand “Tierras de la Veracruz,” continues to advance its positioning as a sustainable and innovative tourism destination thanks to the implementation of an ambitious business mentoring program within the framework of the Destination Tourism Sustainability Plans (PSTD).
This project, funded by NextGenerationEU and coordinated by the Northwest Tourism Services Association, has been developed by the company Ocio en Verde Ecogestión, with the participation of a team of six senior mentors, each with more than 25 years of experience in key areas such as ecotourism, religious tourism, tourism marketing, technological innovation, and entrepreneurship.
The program kicked off in August 2025 with an initial phase of technical meetings and outreach activities, notably the awareness-raising event held in Mula in November 2025, which brought together 27 tourism companies from the region.
Subsequently, online training sessions were conducted through specialized webinars, supplemented by an individualized assessment using a business maturity test.
As a result of this selection process, 16 companies advanced to the final mentoring phase, of which 13 have successfully completed the strategic support program, which took place between January and April 2026. This process has enabled each company to design its own business roadmap, with guidance from up to four mentors specializing in different areas.
Among the program’s key achievements are the consolidation and development of new tourism business lines focused on wellness, gastronomy, and accommodations for families and groups, as well as nature-based experiences such as hiking and innovative cultural offerings.
These initiatives help diversify the destination’s tourism offerings and strengthen its competitiveness in the market.
It should be noted that participation in this program has been completely free of charge for the beneficiary companies, thereby facilitating access to strategic tools with high added value.
This initiative is part of the “Tierras de la Veracruz” PSTD, which has a total investment of 3 million euros and is scheduled to run through June 2026. The funds have been distributed among the municipalities of Bullas, Calasparra, Caravaca de la Cruz, Cehegín, Moratalla, and Mula.
The funds were distributed among the municipalities of Bullas, Calasparra, Caravaca de la Cruz, Cehegín, Moratalla and Mula.
