Equestrian sports have always carried a certain tinge of aristocratic allure about them. Yet, the Government of Andalusia believes that it is time to popularize the artistry that is involved in riding horses, and promote it as a tourist and leisure option to the wider public of Seville. This is part of a strategy, which seeks to attract a new tourist market that has been previously untapped – locals.
To that end, on 21 December a promotional campaign was launched on the T1 tramway line of the Andalusian capital with the goal of making the Royal Andalusian School of Equestrian Art in Jerez de la Frontera better known in the eyes of the people.
What is turismo de cercanía?
The abovementioned equestrian academy is one of the most prestigious of its kind in the world. It is dedicated to preserving all things horse-related but at a very high quality level. This includes not only riding classes and dressage, but also courses on breeding, blacksmithing and making saddles.
In a way it also serves as the home-base of the famed Andalusian breed, a beautiful and much-prized horse that is renowned all over the world. The best showcase of the intelligence and grace of these animals is ‘How the Andalusian horses dance’ show, which is a big tourist attraction. It is a cultural tradition which preserves the Spanish style of horsemanship among other things.
The academy is located in the city of Jerez de la Frontera, which itself is located not that far from Seville. Probably for many Sevillians this cultural icon has been a given, but now the regional government would like to garner their enthusiastic support by offering them attractive turismo de cercanía options. The term itself means ‘nearby tourism’ in Spanish and it reflects a growing trend to turning tourist establishments’ eyes towards their immediate neighbours. It is also a sign of the adaptability of the industry in the difficult conditions caused by sanitary restrictions and closed borders.
Source: TheMayor.EU
