The fire, which began on August 15, 2022, profoundly transformed the landscape of Alto Palancia, impacting municipalities such as Bejís, Torás, Teresa, Viver, El Toro, Barracas, Villanueva de Viver, Fuente la Reina, Sacañet, Jérica, and Altura. Despite the scale of the catastrophe, the region has shown great resilience, and now, in 2026, life is re-emerging with renewed vigor, with a clear commitment to tourism as a driving force for recovery.
The campaign, titled 'Choose Life', seeks to connect visitors' environmental responsibility with the enjoyment of experiences offered by the region. This initiative stems from the need to reorient the tourism strategy after the fire, which significantly altered the territory and the prospects for social and economic reactivation, especially in the northern area.
“"The ashes were not the end, but the beginning of a new story, and that is what we want to tell from the Commonwealth. Nineteen thousand hectares reminded us how fragile nature can be. But Alto Palancia is much more than a number: it is water, it is pure air, it is a natural paradise, it is the effort of its people, and it is a destination that still has a thousand secrets to discover, which is why we want to prevent the memory from remaining in the smoke."
The Commonwealth has produced an audiovisual that invites exploration of the region's natural areas, gastronomy, and heritage, aiming to contribute to the return of greenery. The video is a visual journey from the flames of 2022 to the freshness of waterfalls and the vitality of hiking trails, emphasizing the importance of each visit for the territory's rebirth. This campaign is the result of collaboration with Turisme Comunitat Valenciana, framed within the Tourism Dynamization and Governance Plan, with a focus on promoting responsible tourism and environmental awareness.
