​Ascarioja Celebrates 30 Years of Rural Development

https://eldiadelarioja.promecal.es/Publicacion/125874

CLAUDIA MANGADO / LOGROÑO

Three decades ago, in 1995, a small group of thirteen rural accommodation owners gathered at the Parliament of La Rioja with a simple yet ambitious idea: to join forces to protect rural communities. That meeting marked the birth of ASCARIOJA, the Association of Rural Houses of La Rioja, with a clear objective: to preserve the population, promote economic development and safeguard the traditional architecture of Rioja's villages at a time when rural depopulation was already becoming a growing concern.

The project was originally conceived as a complement to the primary sector, the traditional activities that had long sustained life in rural communities. Over the years, however, what began as an economic alternative has evolved into a tourism sector with its own distinct identity.

From Word of Mouth to the Digital Era

In its early days, promotion was straightforward. It was enough to appear on the official website of the Government of La Rioja or rely on word-of-mouth recommendations. "Thirty years ago, everything was much simpler," recalls José Joaquín Sanz, the current president of ASCARIOJA.

Today, the situation is completely different. Digitalisation and the emergence of online booking platforms have transformed the relationship between accommodation owners and their guests. "It feels like skating on ice without ever reaching the finish line. We should be spending more time on what really matters: welcoming our guests with open arms," says José Joaquín.

This transformation has been accompanied by other challenging moments for the sector, including the 2008 financial crisis, the pandemic and the latest technological changes. Even so, the association has continued to grow, expanding from its original 13 rural houses to nearly 80 members today.

The Pioneers and the Spirit of Rural Tourism

Among the pioneers is Ricardo Ochoa, owner of La Tahona rural house in Enciso. He served as president of the association for many years and witnessed its evolution firsthand. Today, he still defends the importance of personal attention: "I answer every email myself, but I avoid automated bookings because I want to offer a more personal experience."

This philosophy reflects the original spirit of rural tourism: authentic experiences closely connected to the local territory and its people. Nevertheless, many owners believe that this model is increasingly under threat.

Luis Birigay, owner of La Posada de Urreci in Aldeanueva de Cameros, explains the situation clearly. In a village of barely 25 inhabitants, his rural house not only attracts visitors but also helps keep the community alive. "If this rural house didn't exist, I'd dare say the village would have disappeared," notes José Joaquín. However, Luis points out a paradox: "What was born as a solution could become a problem if the traditional rural economy disappears." In his opinion, the future lies in offering unique, distinctive experiences rather than following the standardisation imposed by large booking platforms.

A Privileged Natural Environment and New Opportunities

The greatest strength of rural tourism in La Rioja remains its exceptional surroundings. Nature, gastronomy, cultural heritage and tranquillity create a diverse tourism offering that ranges from wine tourism and hiking to cycling and birdwatching.

Astrotourism is now emerging as one of the sector's most promising opportunities. The quality of the night skies across Rioja's villages allows visitors to enjoy unique stargazing experiences, including the solar eclipse expected on 12 August, which is set to attract visitors from around the world. "Astrotourism is available all year round; all we need are clear skies, and that's exactly what our villages can offer," highlights José Joaquín.

Challenges for the Future

ASCARIOJA's priorities are clear: stronger national and international promotion throughout the year and equal regulatory standards for all tourism operators, particularly tourist rental properties. "The greatest strength of our rural houses is our small villages, their people, traditions and local services," concludes its president. "La Rioja is welcoming, surprising and rich in nature, gastronomy, some of the world's finest wineries and an enormous variety of experiences that we must continue to promote."

Thirty years after its creation, ASCARIOJA continues to move forward by combining tradition, digital innovation and sustainability. Like rural life itself, the association continues to adapt to constant change while preserving the essence that has defined it from the very beginning.