The ENJOYPYR project, led by the Catalan Tourist Board and co-financed by the European Union through the Interreg VI-A Spain-France-Andorra Territorial Cooperation Programme (POCTEFA 2021-2027), began in January 2024 and runs for three years.

The project brings together key tourism promotion agencies from Spain, France and Andorra—including Turismo de Navarra, L’Agence des Pyrénées, ADT 66 (Pyrénées-Orientales), ADT 09 (Ariège) and collaborating partners ADT 64 (Béarn-Pays Basque), Andorra Turisme and the Directorate General for Tourism of Catalonia.

With a budget of nearly €1 million and 65 % co-financed by the EU, ENJOYPYR aims to promote the sustainable development of the Pyrenees as a unified destination. The project will develop and market 12 cross-border tourist routes that traverse the mountain territory by foot, bicycle or motorised vehicle, thereby fostering cross-border travelling, enhancing destination governance and supporting the green transition of tourism in the region.

The project rests on three pillars:

• Shared Vision of the Pyrenees: For the first time, all partner agencies will agree on a joint narrative and a cross-border action and marketing plan, integrating priority products from each territory.

• Public-Private Collaboration: Receptive agencies and local businesses will co-create the routes, ensuring adaptation to demand, diversification of visitor flows, extended stays, increased local spending and benefits for resident communities.

• Joint Promotion: The public sector and private agents will promote a single destination image for the Pyrenees, coordinated across markets and supported by digital tools, sustainable mobility options and cross-border marketing campaigns.

Timeline and recent progress:

• 2024: Development of a joint marketing plan by all partners to unify the destination narrative and strategy.

• 2025: Finalisation of the 12 routes, including route design, partner engagement, business products and digital support tools.

• 2026: Launch of international promotion activities targeting source markets and driving demand for the new routes.

Through this initiative, ENJOYPYR intends to strengthen local economies, support business innovation, counteract depopulation in mountain territories and set a benchmark for sustainable, cross-border tourism offers in the EU. The project welcomes collaboration from tourism SMEs, local stakeholders and other mountain destinations interested in replicating the model.