The festive calendar is especially full. Over the past two decades, the Carnival has acquired special significance and the Holy Week celebrations, in which numerous devout brotherhoods take part, are a main event. The May Fair, the September festivities for the town's patroness, the Virgin of Grace, and the pilgrimages are other important dates.
Traditional forms of craftwork which were dying out after centuries of existence in a town which was always important agriculturally have now been revived.
The town offers a considerably wide variety of eating places and accommodation and has popularised a singular "tapas route" talking in the taverns and bars of its historical quarter, as well as a "good food route".