The Vitoria-Gasteiz City Council and the Provincial Council of Álava have presented their tourism offer in Barcelona to over 50 travel agencies, tour operators, and specialized media, with the collaboration of former gymnast, actress, and presenter Almudena Cid. Cid highlighted the destination as 'authentic,' emphasizing its abundant nature, rich heritage, and top-tier enogastronomy.
Almudena Cid expressed her 'pride' in acting as an 'ambassador' for the Territory and its capital, noting that traveling the world has given her the perspective to better appreciate her homeland and what lies close to home: 'tranquility, nature, magical beech forests, flavors that introduce you to towns and regions, and a Medieval Almond in Vitoria-Gasteiz that few cities can boast of'.
This promotional strategy aims to consolidate Álava as a quality, sustainable, and accessible destination, and to strengthen tourism as a driver of wealth and employment in the Territory. The campaign was previously presented in Madrid and Toulouse (France) before the summer and also includes actions in other strategic European markets such as Belgium and Italy.
The event was opened by María Nanclares, Councilor for Economic Promotion, Employment, Commerce, and Tourism, and Felipe García, Director of Employment, Commerce, and Tourism. They offered attendees a 'journey' through the main attractions and experiences of Álava and Vitoria-Gasteiz: Rioja Alavesa, Valle Salado, natural parks, medieval towns, the Salto del Nervión, Santa María Cathedral, the Medieval Almond, the Green Ring, etc. 'We are the perfect setting to enjoy a gentle way of traveling and practice a different, sustainable, and respectful tourism,' they explained.
The second part of the event focused on direct work with the attending travel agencies and tour operators to encourage them to include Vitoria-Gasteiz and Álava in their client catalogs.
Almudena Cid closed the presentation by sharing her experience on the advantages of the Territory's offer: 'I have traveled all over the world, and that has given me the perspective to better appreciate my homeland, what it offers to the people of Álava and visitors: comfort, tranquility, being in contact with nature, magical beech forests on my doorstep, and a gastronomy that gives you the opportunity to discover Álava, its towns and regions, through its flavors'.
The actress and presenter toured the Territory, from the mountains of the Gorbea massif in the north to Rioja Alavesa and the Valle Salado in the south, with a special stop in the Medieval Almond of Vitoria-Gasteiz. 'The Medieval Almond allows you to discover the city's history in a small space and in a very short time. Very few cities offer this possibility; perhaps walking through Florence gives me the same sensation,' she noted.
The event concluded with a cocktail reception where attendees could taste wines from Rioja Alavesa and txakolis from Aiaraldea.
Catalonia is the third largest regional source market for travelers to Álava, behind Euskadi and Madrid, and generates 12% of the annual entries and overnight stays. A total of 49,000 Catalans visited Álava last year, 2025, booking nearly 106,000 nights in hotels, rural tourism accommodations, and tourist apartments in the Territory, with an average stay of over two nights.
