Launched in 2007, Escapada Rural is the reference search portal for countryside vacations in Spain and Portugal. Offering more than 12.000 rural accommodations, the company works closely with proprietors, to ensure that travellers will enjoy unique experiences in natural surroundings.
Aiming to raise awareness regarding rural tourism, Escapada Rural hosts an annual event, the Congreso Europeo de Turismo Rural (Coetur), which acts as a crucial meeting point for those involved in the sector. Each year, the conference event is hosted by a different area in Spain or Portugal, to place a spotlight on the variety of regions. The host for 2021 was the Basque Country, with its beautiful scenery and delicious food.
Our role: Virtual event organisers
Purpose: Transform in-person event to virtual
Goal: Analyse the current moment and address challenges
Attendees: 700+ people
The 7th edition of Coetur was postponed from 2020 to 2021 and would also undergo a change of format, from in-person to online. As countries shut their borders around the world, local travel has enjoyed a surge, which has also led to new situations. Aptly titled: “Challenges and opportunities for rural tourism in 2021”, Coetur was held virtually at Aránzazu, located in the Basque Country.
How do you showcase a landscape or a flavour or a sensation in the online event format? Rural tourism is extremely down to earth, nuanced, based on experiences that involve the five senses. Would it be possible to bring the same experience to attendees on the other side of their screens?