Ascarioja promotes rural tourism at Fitur 2026

Ascarioja, the Association of Rural Houses of La Rioja, has actively participated in Fitur 2026, consolidating its role as a leading organization in the promotion of rural tourism in La Rioja and strengthening its collaboration with institutions and professionals in the sector.

The fair, held at IFEMA Madrid from January 21 to 25, featured an institutional stand by the Government of La Rioja, notable for its unique design that recreated a village with various corners reflecting everyday life, heritage, and the region's identity. This presentation projected an image of authenticity and closeness, values that directly resonate with the essence of rural tourism.

In this context, Ascarioja highlighted the quality, uniqueness, and professionalism of rural houses as accommodations that allow visitors to immerse themselves in the surroundings, enjoy local cuisine, landscapes, and culture, and experience personalized and sustainable stays. The Association maintained contacts with travel agents and online booking platforms to further increase the destination's visibility and strengthen the influx of visitors to La Rioja’s rural areas.

This year’s edition was also marked by the presentation of the Intelligent Destination Platform by the regional government, a digital tool designed to improve both tourism management and the visitor experience through data analysis and utilization. This focus on innovation opens new opportunities for the rural accommodation sector, enabling targeted promotion, better decision-making, and more efficient marketing.

For Ascarioja, promoting rural tourism is not merely a positioning strategy but a key tool for the economic and social development of La Rioja’s villages. Rural houses create employment, stimulate local commerce, support hospitality services, and help retain population in the territory, contributing to the fight against depopulation and keeping communities vibrant.

Amid sustained tourism growth in the region, Ascarioja’s presence at Fitur 2026 reaffirms its commitment to a tourism model based on quality, sustainability, and the preservation of rural identity. The Association will continue working to ensure that rural houses remain a strategic pillar for the development of La Rioja’s villages and for positioning La Rioja as an authentic and high-quality destination.