In the heart of the Basque Country lies the Basque Highlands region, known as Goierri. Nature, gastronomy, and a culture that embodies the legacy of centuries of history amaze visitors. Since 2015, the Basque Highlands have been a European Destination of Excellence, an award granted by the European Union that recognizes the commitment to sustainable tourism development.
Gastronomy, nature, and culture are the three great attractions of Goierri.
Idiazabal cheese has made the region famous. This product is made using traditional methods, just as it was centuries ago. Also a must-see is the Wednesday Ordizia market, held since 1512.
The Goierri region is nestled between the Aizkorri-Aratz and Aralar Natural Parks. Both parks have an Interpretation Center, in Zegama and Ataun respectively, where activities are offered.
Goierri is a region of great cultural significance within the Basque Country. The Camino de Santiago and the Camino Real cross its terrain, which is rich in points of interest, such as museums dedicated to historical figures, monuments declared Sites of Cultural Interest, and the medieval towns of Ordizia and Segura.
| Incorporación al proyecto Destinos Inteligentes |
The destination will join the DTI Network in June 2022 and will complete the Diagnostic Report and Action Plan for its transformation into a Smart Tourism Destination in spring-summer 2022. The renewal of its distinction will be completed in May 2025. |
| Iniciativas destacadas
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GOITUR, the Goierri regional tourism development agency, is a public-private agency dedicated to three main areas:
- Goierri’s competitiveness and governance (supply): After being a national pilot project as a DTI region, we continue to work alongside SEGITTUR and Basquetour to develop Goierri as a DTI region.
- Promotion and creation of Goierri’s tourism products (supply): Strengthen the gastronomy and nature tourism products and services and consolidate the “Territorio Idiazabal” and “Basque Highlands” projects.
- Promotion and marketing of Goierri (demand): Organize press trips, fam trips, blog trips, and info trips, continue with the online promotion and communication strategy, and increase the promotion of tourism products and activities, working together with various organizations and incoming tourism providers, as well as with the various European tourism sector networks.
Since governance is a cross-cutting axis within our activity, and after conducting the second assessment as a DTI region, following which we have been provided with a new action plan by SEGITTUR, the following actions will be undertaken over the next two years:
- Development of the actions included in the Strategic Tourism Plan and the 2023-2030 Tourism Marketing Plan for the Goierri region, prepared following the assessment and initial adhesion to the DTI.
- Renewal and adaptation of promotional channels (website) to ensure accessibility.
- Greater digitalization of promotion.
- Collaboration with university entities in the development of ROI (Return on Investment) estimates for the two main sporting events held in the region: the Zegama-Aizkorri Marathon and the Ehunmilak Ultra-Trail.
- Collaborative innovation projects related to tourism with the Gipuzkoa Provincial Council’s Hub.
- Level of technical expertise and coordination in regional tourist offices.
- Planning and managing tourism sustainability in the Goierri region, in line with the SDGs.
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Technical data
VAT number:
B20694782 Address: Calle Arranomendia 5, edificio NBF 2ºplanta Postal code: 20240 Telephone: 943 161 823 Region: País Vasco Province:
Gipuzkoa Population:
Ordizia Country:
España Local entity type: Comarca Date of membership:
20220610 Diagnosis: Sí Diagnosis date:
14/05/2025 Destination Type:
Rural de interior Population:
43,219 Area (km²):
271.30 Density (inhab/km²):
163.40
Level in the Network: Nivel 3
