Costa da Morte took centre stage this Thursday at FITUR with the official presentation of its campaign “COSTA DA MORTE: WHERE THE LAND SPEAKS AND THE SKY RESPONDS”, at an event that brought together institutional representatives and tourism professionals at the Galicia stand.
The presentation was led by José Manuel López, president of the Costa da Morte Asociación Turística (CMAT), who welcomed attendees and highlighted the geodestination as a truly authentic territory with a strong sense of identity—one with its own way of understanding tourism and a clear commitment to a sustainable model that is consistent with what Costa da Morte is: “We are committed to a respectful and sustainable tourism model, where landscape, heritage and people go hand in hand.”
In his speech, the CMAT president stressed that this identity is not an abstract concept, but something built every day through people’s relationship with the land, its history, its culture, and the way its communities live and express themselves. An identity that can be felt in the power of the landscape, its heritage, its seafaring tradition, its gastronomy, its hospitality, and also in the way people speak about and narrate the territory.
In this context, he underscored the campaign as a commitment to showing Costa da Morte as it truly is—without make-up or artifice—through a distinctive story within both the Galician and national tourism landscape. The main video screened during the presentation is an audiovisual piece that travels through emblematic locations across Costa da Morte and portrays the territory through an honest, close-up lens: the strength of its scenery, its natural and heritage diversity and, above all, the real voices of its people. The video features contributions from local residents and professionals linked to the area, such as journalists Josiño Mira and Fran Rodríguez; Tania, a cultural officer in Zas; and Virxina, from the Costa da Morte Astrotourism Association. Their voices bring authenticity and reinforce the idea that cultural identity also lives in the way people speak, feel and inhabit the territory.
In addition, the geodestination’s representative expressly thanked Turismo de Galicia and the Deputación da Coruña for their continued support, highlighting the key role both institutions have played since CMAT’s creation in consolidating a shared project built on quality, identity and sustainability.
The event then featured remarks by Xosé Manuel Merelles, director of the Axencia de Turismo de Galicia, who highlighted the quality of Costa da Morte’s promotional actions in positioning the destination prominently within Galician tourism, and Xosé Regueira, vice-president of the Deputación da Coruña and provincial deputy for Tourism, who, as always, emphasised the value of local people and how visitors return thanks to the experience they receive. Together, they recognised the work carried out by CMAT and the potential of Costa da Morte as a distinctive and emerging tourism destination.
As a token of recognition for the institutional support received, both representatives were presented with the CMAT emblem: a personalised piece from Buño, presented by José Manuel López, president of CMAT, and Margarita Lamela, vice-president of the organisation.
The event continued with the presentation of the book “A Costa da Morte. Naturalmente única”, delivered by Pepe Formoso, CMAT board member and president of APTCM. The publication gathers and celebrates the territory’s natural, cultural and landscape uniqueness—created from within the territory to showcase the very best of it. A go-to reference that will allow visitors to discover even more of what Costa da Morte has to offer.
The presentation concluded with an institutional photograph of representatives from the local councils and the CMAT board alongside Xosé Manuel Merelles and Xosé Regueira. An image symbolising the collective commitment of public administrations and all members of the organisation to continue working in a coordinated way to build a shared tourism model. CMAT today represents a joint project supported by local administrations, entities and professionals who believe in collaborative promotion based on cooperation, identity and respect for the territory.
With this presentation at FITUR, Costa da Morte reaffirms its position as a destination that does not seek to resemble others, but rather to project with pride what it has always been: a living, inhabited and deeply authentic territory, with a voice of its own that today resonates more strongly than ever.
