Spain’s Rural Gems Agaete & Ezcaray Shine as UN Tourism Accolades Boost Authentic Travel

Spain is actively strengthening its rural tourism sector, marked by significant recognition from UN Tourism which named Agaete in Gran Canaria and Ezcaray in La Rioja among the “Best Tourism Villages 2025.” These accolades highlight Spain’s commitment to authentic, sustainable rural tourism, showcasing local heritage, culture, and natural beauty. This shift is complemented by major hotel groups such as Accor, Iberostar, and NH Hotel Group expanding their investments and premium offerings in rural areas, aligning hospitality growth with sustainability goals.​

Agaete offers a unique blend of volcanic landscapes, coastal paths, and tropical nature, attracting visitors seeking tranquility and a break from crowded urban centers. Its accessibility via Las Palmas de Gran Canaria Airport, along with ferries to Tenerife, makes it both remote and reachable for travelers. Meanwhile, Ezcaray in La Rioja embodies authentic rural charm with a historic center, mountain trails, and renowned gastronomy, accessible from Bilbao or Madrid airports with car rentals recommended for flexible exploration. Boutique rural hotels and heritage stays dominate the accommodation scene, offering guests immersive local experiences.​

Spain’s growing focus on rural tourism reflects wider trends towards sustainable travel and economic diversification beyond traditional sun-and-beach tourism. Airlines including Iberia, Lufthansa, and Vueling are increasing connectivity to regional airports, supporting rural accessibility. The tourism sector’s expanding footprint in rural Spain is expected to boost local economies, create jobs, and help address challenges like depopulation. Spain’s tourism strategy embraces a blend of authentic stays, responsible practices, and increased infrastructure investment to sustain this vibrant rural tourism growth.​

Key Points:

• Agaete (Gran Canaria) and Ezcaray (La Rioja) recognized by UN Tourism as “Best Tourism Villages 2025,” emphasizing cultural heritage and sustainability.
• Growing investments from large hotel groups (Accor, Iberostar, NH Hotel Group) in rural Spain’s hospitality sector.
• Agaete features volcanic landscapes, Atlantic sea views, and natural pools; accessible via Las Palmas airport.
• Ezcaray offers historic architecture, nature trails, and culinary experiences; accessible from Bilbao and Madrid airports.
• Airlines expanding regional flights to support rural tourism access and growth (Iberia, Lufthansa, Vueling).
• Rural tourism aids economic diversification, job creation, and challenges rural depopulation.
• Strategy promotes authentic, sustainable stays and infrastructure development in rural destinations.