Basque Country launches ‘Guide to Responsible Travel’ campaign for Basque tourists at Fitur 2026

• The Basque Country unveils its ‘Guide to Responsible Travel’ campaign at FITUR 2026, cementing its commitment to sustainable, respectful, and ethical tourism.
• Minister for Tourism, Trade and Consumer Affairs Javier Hurtado and Basquetour Director Daniel Solana outlined the Basque Country's agenda for Fitur 2026, spotlighting the new ‘Guide to Responsible Travel’ campaign launching at the international tourism fair in Madrid (21-25 January).

This new campaign forms the third pillar of the tourism awareness strategy driven by the Department and Basquetour. It completes the comprehensive approach initiated by the Turista Maitea campaign targeting visitors and Turismo maitea, which engaged the local population.

Through the ‘Guide to Responsible Travel’, the Basque Government addresses Basque citizens travelling abroad, calling for consistency and reciprocity. "If we ask those who visit us to respect our culture, our environment, and our way of life, we must act in the same way when we travel to other destinations," stated the Minister.

The campaign champions respect for natural, cultural, and social environments, fosters coexistence with local populations, and encourages individual and collective responsibility in tourist behaviour. "Our goal is to transform Basque travellers into ambassadors for responsible tourism, cementing the idea that sustainability is a universal value extending far beyond the local sphere," he stated.

Through this campaign, the Basque Country strengthens its commitment to tourism that drives economic and social value, grounded in responsibility, ethics, and mutual respect between visitors and citizens, both at home and abroad.

The Basque Country at FITUR 2026

The Basque Country's presence at Fitur 2026 marks a pivotal moment for Basque tourism, driven by progress in regulation, sustainability, and institutional coordination. The Basque Country's stand, retaining the design recognised as the best institutional stand in 2025, is once again inspired by a large txalaparta, symbolising a plural, open, and welcoming Basque Country.

Throughout the three industry days, the stand will host a comprehensive programme of institutional presentations, sector meetings, and professional gatherings, continuing into the weekend with activities open to the public. Provincial councils, town councils, counties, and development agencies will showcase projects spanning sustainability, accessibility, digitalisation, active tourism, cycle tourism, cuisine, and culture.

The Basque Country stand also incorporates a major meeting hub for the tourism industry, hosting strategic presentations including Basquetour's 2026 action plan, smart tourism destination initiatives, partnership agreements, and international promotion activities.

Throughout the weekend, the stand will deliver a cultural and gastronomic programme featuring tastings, workshops, Basque dance displays, charity activities, and family events, cementing the Basque Country's status as a sustainable, diverse destination with a distinct identity.