CeramiTUR: ceramics becomes a tourist experience thanks to Next Generation EU funds

An innovative project promoted by nine municipalities and the Spanish Association of Ceramic Cities will transform ceramic heritage into a sustainable, inclusive and culturally valuable tourist experience, with the support of the Recovery, Transformation and Resilience Plan (PRTR). The municipality of Talavera de la Reina is part of CeramiTUR, an ambitious collective project born with (…)

An innovative project promoted by nine municipalities and the Spanish Association of Ceramic Cities will transform ceramic heritage into a sustainable, inclusive and culturally valuable tourist experience, with the support of the Recovery, Transformation and Resilience Plan (PRTR).

The municipality of Talavera de la Reina is part of CeramiTUR, an ambitious collective project born with the desire to place ceramics at the heart of tourism experiences in Spain. This initiative is financed by the European Union through the Next Generation EU funds and the Recovery, Transformation and Resilience Plan of the Government of Spain, within the Tourism Experiences Spain 2023 program, in its INNOVA line.

A commitment to tourism innovation based on traditional craftsmanship

CeramiTUR’s main objective is to turn ceramic know-how -traditionally linked to the history, identity and economy of many municipalities- into a structured, accessible, digital and high quality tourism product, capable of attracting national and international visitors and generating new opportunities for local development.

The project is jointly led by the Spanish Association of Ceramic Cities (AeCC) and the City Council of Talavera de la Reina, in coordination with eight other municipalities with a consolidated ceramic tradition: Agost, Alba de Tormes, Bailén, La Bisbal d’Empordà, La Rambla, Manises, Mota del Cuervo and Onda. Together, these territories represent a wide mosaic of techniques, styles, narratives, trades and spaces dedicated to ceramics that are now integrated under a common strategy.

A national route to discover ceramics with all the senses
The cornerstone of the project is the creation of the Ceramics Route, a cultural and tourist proposal of national scope that will bring together experiences such as:

Visits to museums, traditional ovens and interpretation centers.
Demonstrative and participatory workshops with local ceramists.
Educational and family activities.
Thematic itineraries linked to clay, clay and fire.
Each municipality will design experiences adapted to its singularities, generating a joint story that positions ceramics as a central element of a different way of traveling: more authentic, creative, local and conscious.

Technology and sustainability for 21st century tourism
CeramiTUR incorporates a strong technological and sustainable dimension. It is planned to create a multilingual web platform that will centralize the entire ceramic-tourism offer, allow for planning trips, consulting activities, making reservations and accessing inclusive multimedia content. This platform will also include a professional intranet for AeCC members.

Likewise, a homogeneous system of signage, QR codes and interactive maps will be implemented, facilitating access to information and improving the visitor experience in Usico environments. At the same time, actions to improve accessibility (Usic, sensory and cognitive) and energy efficiency in cultural spaces will be promoted.

Social commitment, identity and future

One of the differential values of CeramiTUR is its strong inclusive and social component. The project includes accessible workshops and activities adapted to people with functional diversity or at risk of social exclusion, promoting tourism that is truly open to all.

In addition, tribute will be paid to the fundamental role played by women in ceramic art through a traveling exhibition on their historical and contemporary contribution to the craft. This approach seeks not only to make visible, but also to dignify and perpetuate the knowledge and sensibilities that have shaped an essential part of Spain’s intangible cultural heritage.

A strategy with a European outlook

The AeCC, as the coordinating entity, represents 25 ceramic cities spread over 12 autonomous communities and is part of the European Association of Ceramic Cities (AEuCC). This European dimension offers CeramiTUR an international projection, while strengthening the links between tradition, innovation and cooperation between territories.

Talavera de la Reina thus joins a transforming initiative that will turn ceramics into an engine of tourist, cultural, social and economic development for our towns and cities.

CeramiTUR in Talavera de la Reina

Within the framework of the project, Talavera has already implemented and plans to implement the following local actions:

Accessible and inclusive pottery workshops, aimed at people with functional diversity or at risk of exclusion
Participatory pottery workshops aimed at families, professionals and the general public
Guided tours of the route of ceramic murals.
Recording of Master Classes given by expert potters, both on pottery and ceramic painting, for Ceramitur’s digital platform.
Comprehensive ceramic courses (pottery and painting) aimed at the general public.
Specialized ceramic courses (pottery and painting) designed for groups with functional diversity or at risk of social exclusion or disability.

These actions reinforce the municipality’s commitment to a model of cultural and sustainable tourism, which boosts local pride, promotes employment and projects its ceramic legacy into the future.