At FITUR 2026 in Madrid (21-25 January), La Rioja presents an innovative stand designed as a symbolic “pueblo” (village), exceeding 500 square metres with a central plaza, traditional elements like a front√≥n (pelota court), gastrobar, shop, and bar. This immersive space recreates rural life, showcasing municipalities, cultural heritage, gastronomy (managed by the Escuela de Hosteleria y Turismo), and key pillars: wine, nature, active tourism, and traditions. It aims to project La Rioja’s immense global potential, inviting visitors to “pause” and savour the territory slowly.
Additional enhancements include promotion of active pursuits (hiking in natural areas, Camino de Santiago segments), cultural routes (origin of the Castilian language, monasteries), and gastronomic experiences blending Rioja wines with local products. The strategy emphasises deseasonalisation, rural moda (rural appeal), and sustainability to foster balanced growth.
La Rioja, the renowned Spanish region in northern Spain celebrated for its world-class vineyards, Rioja wine denomination, historic monasteries (such as Yuso and Suso, UNESCO World Heritage sites), medieval towns like Santo Domingo de la Calzada, and scenic landscapes along the Ebro River, is elevating its visitor experience in 2026. The focus centres on premium enotourism (wine tourism), cultural immersion, gastronomy, and sustainable rural appeal, positioning the region as an authentic, high-value destination for discerning travellers seeking depth beyond coastal hotspots. La Rioja has gained international recognition, featuring in ABTA’s “Destinations to Watch 2026” for its enogastronomic and cultural potential, highlighting monasteries, unspoilt nature, and active tourism.
La Rioja’s hospitality sector welcomes a significant luxury addition in 2026, reinforcing its status as a premier wine and heritage destination.
The Palacio de los √Ångeles La Rioja in Haro is scheduled to open in March 2026 as a member of The Leading Hotels of the World. This boutique property, rooted in heritage and thoughtfully reimagined, features 38 rooms within a historic palace and 10 residences in a new building. It blends classic architecture with contemporary comforts, offering an immersive stay amid the heart of Rioja Alta’s wine country, with emphasis on personalised experiences tied to local vineyards and traditions.
This opening aligns with broader trends towards upscale, boutique accommodations that integrate with the region’s wine culture, supporting year-round visitation and higher-spending guests. Existing icons like the Marqu√©s de Riscal Hotel (with its striking Frank Gehry design) and other vineyard-linked properties continue to benefit from refinements, though no additional major chain debuts are prominently announced for 2026.
La Rioja enhances its offerings in 2026 through immersive promotion, events, and a deepened focus on authenticity, sustainability, and rural charm, without major new physical attractions but with strengthened experiential layers.
Wine tourism remains the cornerstone, with continued growth in Rioja Alta (over 316,000 visitors in recent years) via vineyard tours, tastings, historic bodega visits, and festivals like the Batalla del Vino in Haro (June) and Noches de San Lorenzo. The region hosts the 7th World Conference of the World Tourism Organization (UNWTO) on Wine Tourism, underscoring its global leadership.
