Our Model

Are we a destination or a home? Tourists or travelers? Enjoyment for those who visit us or peace of mind for local citizens? Prosperity or rootedness? #Euskadi or Euskadi?… In the end, it all comes down to one question: what kind of tourism model do we want to be?

Since 2014, when we joined UN Tourism, we’ve been answering that question and have become one of the most highly rated destinations by both visitors and residents. In 2019, we took it a step further by creating the Ethical Code of Tourism of the Basque Country.

An agreement between tourists, residents, and tourism agents. A sort of quid pro quo of rights and responsibilities. A handshake that seals a pact. The Basque way. As it should be. Is there a nobler way?