Valle del Jerte: Spain’s Best Rural Destination
This week, we woke up to a piece of news we had already felt deep down: the Valle del Jerte has been awarded the 2025 National Tourism Award for Best Rural and Nature Destination. The jury met on November 25 in Madrid and said out loud what locals experience quietly every day. No explanation is really needed if you’ve ever been here. The valley is understood by walking slowly. In spring, white isn’t just a color—it’s a feeling. In summer, the water becomes home. In autumn, the mountains speak in tones no photo could ever capture. And when the cherry season arrives, the village fills with red hands and long conversations.
This award recognizes a way of being in the world—a delicate, carefully cultivated balance between caring and living, between receiving and sustaining. It honors a place that shows itself as it truly is, without masks, when visitors come.
The award is presented by the Spanish Federation of Tourism Journalists and Writers in collaboration with Lassart Tourism, acknowledging the Valle del Jerte as a benchmark for sustainable rural tourism and authentic nature experiences. It highlights a management approach that sees tourism as a tool to protect the land and support local life. The valley maintains its agriculture, preserves its natural spaces, and embraces tourism that respects the rhythms of the place. This forward-looking perspective, without breaking what already works, is part of its strength. As the president of the Mancomunidad, Julián Elizo Muñoz, emphasizes:
“The Valle del Jerte shows every day that growth is possible without giving up our essence; this award belongs to our people and their way of understanding the land.”
La Toza, in the Heart of the Valley
La Toza is born and grows here, as part of this living landscape. We are a rural coliving and coworking project in the Valle del Jerte, designed for remote workers, artists, and creators who want to develop their projects in a place with roots.
Our impact happens in everyday life. Socially, because the community is built with many hands. Economically, because the village thrives when people stay. Environmentally, because caring for the surroundings moves from being just a statement to becoming a routine.
The Valle del Jerte moves forward without losing its character.
And La Toza accompanies this journey from within.
