In recent years, Medina Sidonia has seen several urban renewal projects aimed at enhancing its historical and cultural attractions. Efforts have been made to restore and preserve key landmarks, such as the Roman ruins and medieval fortifications, making them more accessible to visitors.
Cultural initiatives, including the promotion of local festivals and gastronomy, have also been a focal point of development, with the town seeking to boost its profile as a destination for cultural tourism. Additionally, there has been a push to develop more eco-friendly tourism options, including rural lodges and sustainable farming tours, which appeal to visitors looking for authentic experiences.