Plan to improve and optimise the "Fira de l’Aixada" and "Festa de la Llum" festivals in Manresa

The Fira de l’Aixada has become the most popular event in Manresa's festival of light or "Festa de the Llum", the town's winter festival. This festival, which recreates a medieval fair based on events occurring in the 14th century, has become increasing successful, both in terms of the public (several thousand visitors) and its organisation. The fair's promoters were considering the possible future for the event, with the aim of improving its financial profit and its contribution to Manresa's tourist attractions as a whole.

The study carried out by Transversal took advantage of other large festivals that have contributed greatly to generating a tourism brand and to promoting a more global range of resources. The festival's potential was therefore analysed and its evolution over the next few years was planned, including some new activities that would complete the current set-up, already very successful, without introducing big changes but attempting to achieve a greater return in tourism terms. Particular emphasis was placed on encouraging economic agents and associations to become more involved, so that the fair would become an example of the town's possibilities for tourism.

Finally, a management proposal was drawn up, suggesting a more substantial reform in order to provide a more stable, more professional organisation that finds it easier to attract external sponsors.