UST Project The biggest change has been our recognition that the Christmas Fair is part of a broader strategy for sustainable development. We no longer see it as a stand-alone event. Instead, it has become a cornerstone in a set of interrelated initiatives that reflect our community values and strengthen our economic and social fabric. New yearly initiatives born out of this way of working with events as drivers for sustainable tourism promotion include the Almond Blossom Route, which reconnects residents and visitors with the agricultural landscape of Xixona through nature-based experiences, the Sustainable Artisan Market, which promotes proximity consumption and supports the circular economy, and annual culinary celebrations like World Nougat Day and European Artisan Ice Cream Day, which elevate Xixona’s gastronomic heritage. As a part of these initiatives, events like Artisan Nougat Ice Cream Exhibition are currently being planned with PGI. These activities were not created solely for tourism. They emerged from a process of local dialogue and reflection, supported by UST and the self-assessment framework, about how to connect sustainability, identity, and economic inclusion. The tools offered by the project helped us articulate these connections and gave us confidence in the direction we were already taking. THE WAY FORWARD We now have a stronger understanding of how our local initiatives contribute to broader sustainability goals. The UST project has helped us see tourism and sustainability not as goals in themselves but for community development and place-based identity. Through these policies are merging into key pillars of a framework focused on people, sustainability and place. Through integrating tourism and sustainability we can draw on strengths from many parts of our community and way of life to build resilience and strengthen identity. Moving forward, we aim to strengthen the participatory elements of our work even further. The success of the Christmas Fair has shown us the power of collaboration. Not only among municipal departments but also with civil society organisations, producers, and residents. Our next steps involve ensuring that these partnerships remain at the centre of our strategy, especially as we continue to evolve and expand initiatives like the Almond Blossom Route and the Sustainable Artisan Market. We also recognize the importance of continuing to work across sectors, making sure that environmental considerations, economic opportunities, and cultural heritage remain interlinked. While we are still early in this transformation, the UST project has helped us lay the foundation for a more just, inclusive, and sustainable tourism model – one that places people, territory, and shared identity at the heart of development 28
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