1 We realized that many of the fair’s elements were already aligned with good practices in sustainable tourism, but we had not yet framed them that way. The tool helped us recognize these strengths, giving us a clearer sense of purpose and a language to communicate our work and a boost to see other parts of the work as integrated parts in our sustainability journey. When we looked at the fair through the self-assessment framework we uncovered the basis of a platform for supporting local entrepreneurship and economic inclusion. The fair provides a direct sales channel for artisans, nougat makers and micro enterprises. The spillover effects are also clear from logistics to hospitality. The inclusive structure of the fair, the participation of community associations, and the opportunities it provides for small producers and artisans stood out as areas where we were already contributing to local economic development and social equity. Moreover, our efforts to promote local gastronomy and responsible food consumption offered a strong foundation for linking tourism with cultural identity and sustainability as well as dealing with the sustainability complexities and strong seasonality inherent in producing nougat. THE JOURNEY OF “SELF-DISCOVERY” THROUGH THE UST PROJECT Through the UST project, we experienced a shift in how we perceive our role as a municipality in developing tourism. Rather than focusing solely on attracting visitors, we began to ask: how can tourism contribute to the well-being of our residents, and how can it reinforce local identity and cohesion? The Christmas Fair became a lens through which we could see this transformation. It emerged on the other side of UST not only as a commercial event but as a shared community process. Associations from different sectors, like neighbourhood groups, cultural organisations, and educational entities, now co-create the event, making it a living expression of Xixona’s values and traditions. Traditions that now includes a broader spectrum of Xixona’s food culture and better ways of showcasing and creating inclusive experiences around it, for example through workshops, tastings and experiences that strengthens the bond between food, tradition and place. The project also allowed us to connect this community-driven approach to sustainability. By integrating environmental measures, like reducing waste and promoting sustainable mobility, and by creating programming that is intergenerational and inclusive, the fair and tourism has taken on a more holistic role in our place development strategy. These reflections deepened our understanding of sustainability as something that can happen not only through policy, but more so through everyday community engagement and celebration of traditions and place. CHANGES TO STRATEGIES, POLICIES OR WAYS OF WORKING Thanks to the UST approach, our way of working has become more integrated and reflective. On top of changes in how we work with planning, inclusion and policies, we have made important shifts in how we frame, communicate, and plan around our tourism-related activities. FINAL HANDBOOK 27
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