Javier Hurtado: basque-country-results-participation-fitur-2026 stand hosted more than 170 companies, 700 meetings and 6,000 visitors.

What is your rating of the Basque Country's participation in FITUR 2026?

Our assessment of the Basque Country's presence at FITUR 2026 is very positive. The Basque Country once again stood out at the International Tourism Trade Fair with a great deal of business activity at the professional meetings held in its work area during the professional days and a large number of visitors from the general public over the weekend.  

The visibility, design and capacity of our stand to attract professionals and the general public have contributed significantly to reinforcing the image of the Basque Country as an attractive, diverse and quality tourist destination. 

What institutional meetings did you hold at your stand and with what objectives?

The institutional agenda has served to exchange synergies between the Basque Country and the different autonomous communities in the territory. Meetings were held with the Department of Enterprise and Employment of the Government of Catalonia; the Vice-Presidency and Department of the Presidency, Demographic Challenge, Equality and Tourism of the Principality of Asturias, and with the Department of Culture, Sport and Tourism of Navarre, which sought to analyse common issues in the field of tourism, as well as to explore new avenues of collaboration.

The stand also hosted the annual meeting of the directors of the overseas Delegations of the Basque Country (OETS), with the presence of the Spanish Minister of Industry and Tourism, Jordi Hereu, and the Secretary of State for Tourism, Rosario Sánchez, as well as the President of Turespaña, Miguel Sanz.  This meeting served to strengthen coordination in the field of international tourism promotion.

How was your professional agenda?

As for the professional agenda, more than 170 companies participated on the Euskadi stand, in line with the previous edition, although there were some slight scheduling adjustments due to various reasons, such as the official mourning decreed for the railway accidents and the cancellation of flights and trips due to the stormy weather. Even so, the balance is positive, with nearly 700 meetings held.

The Euskadi themed desks attended to a total of almost 6,000 people over the course of the trade fair. Among the most requested information on our tourism products are car and motorbike routes, weekend, cultural or family plans, followed by gastronomy, with queries related to pintxo routes, gastronomic experiences and, as a new addition, questions relating to traditional cider houses. Another noteworthy product was ecotourism (hiking and nature, activities in the natural environment, options for motorhome routes) and consultations on the solar eclipse in August. Finally, it is worth mentioning the request for information related to locations for films and series shot in the Basque Country.

The perception of representatives and people in charge of the stand highlighted the growing interest of visitors, who sought very specific information about the destination in order to better plan their trips. 

What attractions were promoted from the stand and what presentations and events took place?

The Basque Country stand was attended by a large number of institutional representatives, professionals from the tourism industry and the media, consolidating the stand as a benchmark space for meetings, dialogue and collaboration between administrations and companies.

The presentations included that of the Basquetour 2026 Action Plan, coinciding with the 20th anniversary of the Basque Tourist Agency, which highlighted the work carried out over the last decade to position the Basque Country as an ethical, sustainable and competitive destination. As well as the presentation of the "Euskadi Travels with Values" guide, a tool aimed at promoting responsible travel, aligned with sustainability, respect for the environment and coexistence with the local population.

Also noteworthy was the Ambassadors of Alava and Vitoria-Gasteiz 2026 event, which highlighted the role of the people and entities that contribute to projecting the identity of the territory inside and outside the Basque Country. Thus, Almudena Cid, Jokin Castellón and Belinda Washington were appointed as the new tourist 'ambassadors' for Alava and Vitoria-Gasteiz, which reinforces the positioning of the capital of Alava and the region as a top tourist destination, taking advantage of the external projection of the television festival and the endorsement of renowned professionals from the audiovisual sector, both locally and nationally.

Another of the activities was the presentation of the Smart Tourism Destination (STD) awards, promoted by Segittur, which recognised the commitment of Basque destinations to innovation, governance and sustainability.

This year, for the first time, the Euskadi stand hosted a sensory gastronomic experience (Experiencia gastrosonora – Euskadi Gastronomika) which was very well received by the public, allowing around 100 professionals to enjoy this groundbreaking immersive proposal: a sound tour of the Basque Country, accompanied by a surprise tasting of wine and pintxos.

As for the weekend's activities, designed to actively involve visitors, the Pintxo Pote Solidario (solidarity tapas event) at the bar attracted more than 1,600 people and raised 4,800 euros for the NGO Médecins Sans Frontières to help fund projects in Gaza. In addition to this, other activities such as the tamborrada (traditional drumming); the Magialdia  Vitoria-Gasteiz magic exhibition; contemporary Basque dancing and pintxo workshops from the three territories all enriched the visitor experience and contributed to the positive projection of Euskadi. 

What has your presence at FITUR 2026 meant for the Basque Country?

The Basque Country's presence at FITUR 2026 is not just another tourism event: it represents a strategic opportunity to boost our economic activity, strengthen our positioning and attract both professionals and tourists from different areas. Our participation in the trade fair allows us to reinforce the Euskadi brand as a destination that is not only attractive, but also sustainable, diverse and of high quality, which opens doors to new alliances and projects. Through the presentations made at the stand by the different institutions, it serves to highlight the Basque Country's commitment to sustainability, digitalisation and responsible tourism.

The work space at the Euskadi stand, which hosts meetings with operators, agents, tour operators and the media, allows our companies to expand their portfolio of clients and partners, contributing directly to improving their business. In addition, the weekend activities, which include cultural, gastronomic and immersive experiences, help to transmit the identity of the territory, a key factor in attracting quality tourism and customers looking for authentic experiences.

In short, the Basque Country's presence at FITUR 2026 acts as a global showcase and connection point that can accelerate short, medium and long-term business objectives for the Basque Country and its tourism professionals, as well as to promote the Basque Country as a sustainable, quality destination.