Aturnex, the new Tourism Association of Northern Extremadura, is born with an inter-regional vision with the aim of consolidating the north of Extremadura as a powerful tourism brand, like other recognised regions. Its approach is to join forces, support and reinforce the initiatives of the existing regional associations. The association is integrated in FEXTUR, linked to the Tourism Council and CREEX. Aturnex aims to create a common tourism brand, promote administrations, support county associations and combat seasonality and intrusiveness in the tourism sector. The diversity of differentiating elements, from nature to local hospitality, supports the idea of a popular destination in the north of Extremadura. The association seeks to represent professionals committed to improving the sector and highlights the active participation of women on the board, reflecting the importance of their contribution in a sector where their presence is significant.