Comprising the municipalities of Azkoitia, Azpeitia, Zestoa, Errezil, Beizama, and Aizarnazabal, Urola Erdia is a region located in the heart of Gipuzkoa, defined by the Urola River valley and characterized by the harmonious blend of its rural identity, industrial heritage, and strong Basque cultural roots. It exemplifies the preservation of the Basque language (Euskera), local traditions, and a historical heritage spanning from prehistory to modernity, with such outstanding sites as the Sanctuary of Loyola, the Ekainberri caves, and the Basque Railway Museum. Its natural surroundings, including areas like Izarraitz, Hernio, and the Urola Greenway, offer an ideal setting for hiking, cycling, and outdoor activities.

Despite its appeal, tourism remains an emerging sector, characterized by a limited offering and a smaller economic impact compared to other sectors. However, this still-developing development presents an opportunity to promote sustainable, collaborative, and transformative tourism. Urola Erdia envisions itself as an authentic, tranquil, and easily accessible destination, capable of attracting visitors interested in Basque culture, Ignatian spirituality, nature, heritage, and local gastronomy. Its challenge is to consolidate a distinct, cohesive tourism identity that is connected to the rest of the Basque Country.