The “Cuenca Biosegura y Sostenible” campaign positions the city in two ways. The first as Biosegura, where citizens and later tourists, adapt to the new normal; and the second as Sustainable, where territorial planning, green area management, water treatment and purification, solid waste management, recycling and active, inclusive and ecological mobility are highlighted for all its citizens.

Added to this are the good actions in tourism, such as obtaining the "certification of services and the Cuenca destination" with TOUR CERT, rescue and enhancement of the customs and traditions of the city's neighborhoods, nature as a source inspiration and relaxation, rurality as a new point of visit, and other characteristics that make Cuenca attractive to new trends in travel and leisure.