The Basque province invested in tourism promotion in Portugal, the second main source market, with the “Vem Viajar” campaign. By the end of 2023, Álava expects to receive 15 thousand Portuguese tourists.
Álava is one of the three provinces that make up the Basque Country, in the north of Spain, and is a true ambassador of the best that the autonomous community has to offer, with diverse experiences and unique landscapes.
“In 2022 and, predictably, in 2023, Portugal was the second largest foreign market sending tourists to Álava. We have registered an increase in interest from Portuguese tourists, but we are convinced that there is potential for further growth. Álava is a nearby destination with a wide tourist offer, which offers the Portuguese different experiences and landscapes just a few hours away”, says Dira Cristina González Calvar, deputy for Álava Tourism.
This potential was the core of the “Vem Viajar” promotion campaign that the province directed to Portugal in 2023. At a time when the Portuguese tend to look for new experiences and destinations they are unfamiliar with, Álava bet on the attractiveness of a Basque Country that has yet to be discovered. In September, as part of the campaign, the destination presented itself in Porto to travel agents and other players in Portuguese tourism.
Now, it is preparing to close the tourist year and the campaign with a positive balance and good prospects for the year ahead. By December 2023, the Basque province expects to receive 15,000 Portuguese visitors and register 25,000 overnight stays from tourists from Portugal, surpassing 2019 numbers for the second consecutive year. The peak of arrivals and overnight stays by Portuguese tourists took place in July and August 2023.
Álava has a tourist offer for all tastes. The province of the Basque Country has a long history and a diverse natural environment, offering authentic experiences for different types of tourists.
A centuries-old culture and an intact history
Culture lovers will find the province a living centre of history and heritage. Álava brings together the most notable collection of Romanesque art in the Basque Country, with more than 240 churches and hermitages that testify to the province’s medieval history. Through forests, cliffs and historic villages, there are countless temples in this Medieval Álava that can be discovered, such as the Sanctuary of Our Lady of Estíbaliz or the Basilica of Saint Prudêncio, both built in the 12th century. Castles and defensive fortifications also abound throughout the province, resulting from centuries-old disputes between the kingdoms of Navarre and Castile. Dating back to the 11th century, monuments such as Portilla Castle, Lanos Castle and Torre dos Varona constitute unique examples of Basque historical heritage.
To explore the capital, Vitoria-Gasteiz, there are several themed routes, if not for the city featured in the bestseller “The Silence of the White City”. But at this time of year, Vitoria takes on a special beauty with the lighting, markets, ice rinks and parades that bring the Christmas season to life until January.
Throughout the year, there are many other festivities to discover in Álava, from gastronomic events (such as the famous pintxos festival) to the province’s traditional festivals, including music and art festivals.
Natural landscapes to discover by walking or cycling
Álava has a diversity of landscapes that is unparalleled in Spain. From green valleys and rugged mountains to forests, vineyards and river beaches, the province offers a revitalizing experience of contact with nature, both in more isolated places and close to the capital. Vitoria-Gasteiz is surrounded by almost 32 kilometres of parks, the city’s famous “Green Ring”, which forms a natural lung full of trees, ponds and trails that can be followed on foot or by bike, without having to go very far.
But for visitors looking to disconnect and discover distant places, Álava is home to a remarkable set of parks. The Izki Natural Park, in the southeast of the province, and the Valderejo Natural Park, located inside a valley, allow direct contact with the purest nature and exuberant fauna. Landscapes such as the Serra de Entzia and Salto del Nervión (the largest waterfalls in the Iberian Peninsula) promise breathtaking views and invite you to take long walks along paths where the stones are as old as time.
Centennial wine production
Álava is a land of vineyards, wineries and gastronomy. As a good Iberian destination, visitors can delve into the wine history of this province through an extremely developed wine tourism offer with diverse experiences.
In Álava, there are two wine regions. Rioja Alavesa, whose multi-award winning cellars are responsible for the production of DOC Rioja wines. Several wineries in this region have centuries-old histories, but innovation is a constant and is very present in wineries with innovative designs signed by great names in contemporary architecture such as Santiago Calatrava and Frank Ghery. And Ayala, the region where the famous txakoli is produced, a white wine with great personality, certified by the Txakoli Denomination of Origin of Álava.
The discovery of Álava’s wine culture is intertwined with the experience of the province’s natural and cultural landscape, with vineyards stretching between walls, medieval villages and pre-Roman settlements. In the region, it is possible to immerse yourself in the world of wine through guided tours, tastings, wine meals, spas with wine therapy and, of course, harvesting.
Cheese is also one of the protagonists of local artisanal production. Álava stands out for producing one of the best cheeses in the world, Idiazábal cheese, made with pure Latxa or Carranzana sheep’s milk, which visitors can purchase or learn how to make in typical cheese shops in the province.
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