Javier Hurtado: FITUR 2026 will be fundamental for the international projection of the Basque Country

What impact does tourism have on the Basque Country?

Tourism is a strategic industry for the Basque Country, not only because of its economic contribution, but also because of its cross-cutting impact on employment, business activity and the territory. Our main attractions are built around three pillars. The landscape ranging from the Basque coast to our natural parks, industrial heritage and greenways. Culture with capitals full of their own identity reflected in their traditions. And gastronomy as one of the backbones of our promotion, present in any tourist experience.

What niche markets are you currently promoting?

With regard to the niche products that we are promoting, the following stand out: sustainable, balanced and deseasonalised tourism; cycle tourism, hiking and nature experiences; wine and gastronomic tourism; industrial, family and urban tourism; and products that diversify flows and extend stays, such as the Euskadi-Basque Country Grand Tour, conceived as an 8-stage route that summarises our commitment to sustainable, distributed and quality tourism.

What figures can you give us and what are your tourist expectations for this year and the following years?

Our aim is not to grow in numbers, but in balance, sustainability and quality. Even so, forecasts indicate that we will continue to exceed 5 million visitors, maintaining a tourist profile characterised by high spending, extended stays, and a growing presence in the international market, which in the Basque Country is already higher than in similar competing destinations.

 What other challenges do you face and what tourism objectives have you set for the coming years?

The main challenges are in line with the major current debates on tourism in Europe, such as guaranteeing coexistence, reinforcing a sustainable model that integrates citizens and visitors; ensuring territorial balance and deseasonalisation; adequately regulating tourist accommodation, in coordination with European, state and regional regulations; and strengthening the competitiveness of the industry, supporting companies, which are the pillar of the Basque Country destination, and promoting professionalism;

We are also promoting a new Tourism Law that adapts to the new regulations approved, such as the European Short-term Rental Regulation; incorporates elements such as Tourism Intelligence, and optimises inspection and sanctioning, among others.

Are you carrying out any actions to promote sustainability and deseasonalisation in tourism?

The promotion of sustainability and deseasonalisation is precisely the core of our model. Among all the actions we are carrying out to promote it, we would like to highlight four: Maitea Tourism, a campaign aimed at Basque citizens to reinforce the idea that our model is based on sustainability, coexistence and the well-being of everyone; Ethical Code of Tourism, with more than 800 member companies, which makes the industry's commitment visible; and the Euskadi-Basque Country Grand Tour, a product designed to be visited at any time of the year, which promotes the distribution of flows, an increase in the average stay and territorial diversification.

 How important will its participation in FITUR 2026 be and what will it mean for the Basque Country?

FITUR is fundamental for the international projection of our tourism offer. It is also a meeting place for institutions and professionals from the different autonomous communities, regions, companies and organisations with which we work on a regular basis. It offers direct prominence to Basque tourism companies, the true stars of our stand.

Each year we expand the space for business work, given its importance to the industry. At FITUR 2025 we achieved 872 meetings (4% more than at the 2024 edition) and attracted a total of 184 participating companies (8.2% more than at the previous edition). In addition, in the 2025 edition, more than 12,000 people were attended to on the stand during the trade fair, 2.5% more than in 2024. This growth is evidence of the growing relevance of the Basque Country as a strategic destination for tourism and commercial exchange; and the business presence demonstrates the attractiveness and confidence of companies in the opportunities offered by the Basque Country. FITUR, in short, is our opportunity to show the world an exceptional, competitive and sustainable destination.