The Basque Country has taken a significant step to consolidate itself as a benchmark for inclusive tourism. With the official launch of its LGTBIQ+ tourism product, Euskadi reinforces its commitment to equality, hospitality and diversity. This new approach not only responds to a market need, but also reflects the values āāof a society that has been working for coexistence and mutual respect for years.
A trend-setting symposium
On May 8 and 9, Bilbao hosted the āLGTBI+ Tourism Symposium ā Basque Countryā, an international event organized together with the global platform OutThere. The event brought together professionals from the tourism sector, specialized media and opinion leaders from ten countries. During the conference, experiences, challenges and good practices were shared to move towards a truly inclusive tourism model.
This meeting is part of a broader strategy promoted by BasqueTour, the Basque tourism agency, in collaboration with Queer Destinations, a leading international entity in LGTBIQ+ tourism. Thanks to this alliance, Euskadi has implemented a specific training model for local agents, aimed at guaranteeing professional and respectful attention to all visitors, without exception.
Open and committed cities
Bilbao, San SebastiƔn and Vitoria-Gasteiz have been demonstrating for years that respect for diversity is not just a motto. These cities have been the scene of key events for the LGTBIQ+ community, reinforcing their image as safe and welcoming spaces. Now, the new tourism product seeks to extend that philosophy to the entire territory, including rural and less known areas, with proposals designed for all identities and orientations.
Daniel Solana Alonso, general director of BasqueTour, summarizes it like this:
“Euskadi has more than just impressive landscapes or prestigious gastronomy. It has a hospitable people, with a deep history of acceptance and fight for diversity. Our goal is to train the entire tourism ecosystem to avoid empty practices and guarantee authentic experiences, without pinkwashing.”
A market with impact and awareness
According to data from IGLTA and WTTC, LGTBIQ+ tourism generates more than 200,000 million euros per year and grows at a rate of 8%. However, beyond the numbers, those who are part of this community prioritize destinations that offer security, authenticity and a real welcome. Euskadi aspires to be among those places that not only open their doors, but also understand the importance of celebrating each identity.
Currently, more than 180 companies in the tourism sector in Euskadi have completed the training process and have the distinctive Queer Destinations Committed, which guarantees an inclusive quality standard.
The challenge of making inclusion a reality
Although the launch of this tourism product is excellent news, it also raises questions: what mechanisms are being applied to evaluate the real impact of these actions? Are all companies prepared to serve in an inclusive manner or have they simply passed a course? Sometimes the risk of turning inclusion into an empty marketing strategy is present. Therefore, monitoring, active listening and long-term commitment are key. Diversity is not achieved only with campaigns; It is built day by day.
Connecting people, creating community
For Oriol Pamies, founder of Queer Destinations, the important thing is to move from speech to action:
“It is not enough to say that a destination is inclusive. It must be demonstrated with training, commitment and a constant attitude of improvement. Euskadi is the first Queer Destinations Committed destination in Europe, and that is no coincidence.”
For his part, Uwern Jong, director of OutThere, highlights the success of the symposium and the connection between international professionals and local suppliers:
“Inclusive tourism is much more than a label. It is the possibility of traveling without fear, of feeling at home anywhere. And the Basque Country has all the ingredients to achieve it.”
