BTL’25 | Beiras e Serra da Estrela Region

**Beiras e Serra da Estrela: Con(c/s)elhos de Paixão — Councils of Passion

The Inter-municipal Community of the Beiras e Serra da Estrela Region (CIMRBSE) took part in the Lisbon Tourism Exchange (BTL’25), held at FIL in Lisbon from 12 to 16 March. This event is an outstanding platform for promoting the region as a landmark tourism destination, highlighting the authenticity, cultural richness and range of experiences it offers visitors.

The Beiras e Serra da Estrela Region is recognised for its ability to combine natural beauty with a unique historical and cultural heritage, with a diverse offer that meets the expectations of every kind of tourist. With a strategic positioning that values the credibility and maturity of our identity, CIMRBSE is committed to respecting and promoting local history, culture and know-how, consolidating the brand as a benchmark in the national and international tourism landscape. In line with these values and principles, the Beiras e Serra da Estrela Region stand was built on a concept conveying credibility, maturity and professionalism. The positioning aimed to consolidate the “Beiras e Serra da Estrela Region” brand as a tourism reference of real value, ensuring a presence at national and international fairs with an educational and informative approach. The strategy focused on modernising communication and diversifying the stand's programme, which featured tastings of the region's endogenous produce, workshops, presentations, talks and lectures.

The Beiras e Serra da Estrela Region pulses with a singular energy, rich in culture, tradition and dynamism, where past and present intertwine harmoniously. The Interior is not a byword for age or neglect, but for authenticity, for an identity that stays alive and constantly renews itself. It is a place where experience has joined forces with youth, creating a unique bond between generations, where older and younger people share knowledge, stories and ways of life.

In this territory, made up of 15 municipalities, there are many places, flavours, scents, skills, culture and stories to discover — still hidden, but which you will find if you follow our advice. It is advice that comes from the heart, meant for anyone who wants to know, and to share, the best this region has to offer. It is an invitation to visit us, to feel how the energy of youth balances with the experience of the older generations, in a dance of sharing and discovery. And, seen from above, there is something that unites this region: its people. They are the true treasure of this territory, the guardians of its history, culture, gastronomy and traditions, proudly protecting and preserving every fragment of this land.

Visitors were able to discover unique offerings from this region, engage with local specialists and live the authentic experience that only the Beiras e Serra da Estrela region can provide.

The organisation of this activation was run entirely by Ruris.