The Foral Deputation of Álava and the City Council of Vitoria-Gasteiz have presented their tourism offerings in Barcelona to more than 50 travel agencies, tour operators, and specialised media, featuring former gymnast, actress, and presenter Almudena Cid. Cid emphasised the region as an 'authentic' destination, rich in nature, heritage, and high-quality gastronomy.
Expressing her 'pride' in serving as an honorary ambassador for the territory and its capital, following her appointment at the recent FITUR tourism fair, Cid stated, 'Travelling around the world has given me the perspective to appreciate my homeland and what we have right next to us: tranquility, nature, magical beech forests, flavours that introduce you to towns and regions, and a Medieval Almond in Vitoria-Gasteiz that few cities can boast.'
This presentation is part of a coordinated promotional strategy by the Foral Deputation of Álava and the City Council of Vitoria-Gasteiz, aimed at establishing Álava as a quality, sustainable, and accessible destination while reinforcing tourism as a driver of wealth and employment in the region. Earlier this summer, the campaign was showcased in Madrid and Toulouse, France, and will also target other key European markets such as Belgium and Italy.
Felipe García, Director of Employment, Commerce, and Tourism, and María Nanclares, Councillor for Economic Promotion, Employment, Commerce, and Tourism, opened the event by offering attendees a 'journey' through the main attractions and experiences of Álava and Vitoria-Gasteiz, including Rioja Alavesa, Valle Salado, natural parks, medieval towns, the Nervión waterfall, Santa María Cathedral, the Medieval Almond, and the Green Ring.
'We are the perfect setting for enjoying a gentle way of travelling and practising a different, sustainable, and respectful form of tourism,' they explained.
The second part of the event focused on direct engagement with the attending travel agencies and tour operators, encouraging them to include Álava and Vitoria-Gasteiz in their offerings. A Catalan professional who recently visited Álava shared insights about the region's tourism resources, highlighting its appeal as a 'very attractive' destination largely unknown to the general public, its authenticity, lack of overcrowding, direct flight connections between Barcelona and Vitoria-Gasteiz, competitive accommodation rates, and its suitability as a base for exploring Álava and neighbouring provinces.
Additionally, the Catalan sector of agencies and tour operators was introduced to an online platform launched in 2025 for marketing travel packages to Álava, developed with the support of the Foral Deputation. This platform is already utilised by around twenty agencies across Spain and other countries, featuring a professional website that provides information and tools for selling these packages to end travellers.
Almudena Cid concluded the presentation with an emotional speech, stating, 'I have travelled around the world, which has given me the perspective to appreciate my land and what it offers to locals and visitors: comfort, tranquility, contact with nature, magical beech forests at our doorstep, and gastronomy that allows you to discover Álava, its towns, and regions through its flavours.'
She provided a tour of the territory, from the mountains of the Gorbea massif in the north to Rioja Alavesa and Valle Salado in the south, with a special focus on the Medieval Almond of Vitoria-Gasteiz. 'The Medieval Almond allows you to learn about the city's history in a very small space and time. Very few cities offer this opportunity; perhaps strolling through Florence gives me the same feeling,' she remarked.
The event concluded with a cocktail reception where attendees could sample wines from Rioja Alavesa and txakolis from Aiaraldea. Catalonia ranks as the third largest regional market for travellers to Álava, following the Basque Country and Madrid, accounting for 12% of annual entries and overnight stays. In 2025, a total of 49,000 Catalans visited Álava, booking nearly 106,000 nights in hotels, agrotourism, rural houses, and tourist apartments in the region, with an average stay exceeding two nights.
