In recent years, Baena has seen significant efforts in urban renewal and cultural initiatives aimed at preserving its historical heritage while improving the quality of life for residents and visitors. The town has invested in modernizing infrastructure, improving roads, and expanding services for tourists, including better signage and guided tours of historical sites. Additionally, Baena has embraced sustainability, particularly in its agricultural sector, with many olive oil producers adopting eco-friendly practices.
The city is also working to boost its tourism industry by promoting its olive oil heritage and expanding its cultural offerings, such as art exhibitions and music festivals. These developments make Baena an increasingly attractive destination for both visitors and event organizers seeking a blend of tradition and modernity.