# Piñero doubles down on local culture with Cultura Viva

Canonical-URL: https://notitur.com/en/digest/pinero-cultura-viva-purpose-tourism
Text-Version: https://notitur.com/en/digest/pinero-cultura-viva-purpose-tourism.txt
Markdown-Version: https://notitur.com/en/digest/pinero-cultura-viva-purpose-tourism.md
Language: en
Published: 2026-07-27T07:16:15.992Z
Modified: 2026-07-27T07:16:15.992Z
Author: Joan Sanz
Topics: Hoteles
Summary: The hotel group reinforces its cultural immersion program, connecting travelers with local communities.

## Article

Travelers no longer just want a hammock and a buffet. They seek **authenticity**, to immerse themselves in the destination. **Piñero** knows this and has just consolidated its **Cultura Viva** program, a bet on purpose-driven tourism that integrates local communities into the guest experience.

According to [Hosteltur](https://www.hosteltur.com/177537_turismo-con-proposito-pinero-consolida-su-compromiso-con-cultura-viva.html), the hotel group reinforces its commitment to local culture as a differentiating factor. It's no longer enough to place a craftsman in the lobby: it's about creating **real connections** between residents and visitors. I see this as a smart move in a market where differentiation has become elusive.

The interesting thing is that **Cultura Viva** doesn't come from a marketing manual, but from a genuine bet to preserve the identity of the destinations where Piñero operates. A traveler who takes home a story, not a plastic souvenir, is the one who comes back. And that, in terms of profitability, cannot be beaten.

## Sources

- Hosteltur: https://www.hosteltur.com/177537_turismo-con-proposito-pinero-consolida-su-compromiso-con-cultura-viva.html

## Citation

Piñero doubles down on local culture with Cultura Viva. Notitur. 2026-07-27. https://notitur.com/en/digest/pinero-cultura-viva-purpose-tourism