Spain strengthens rural tourism as UN Tourism accolades for Agaete and Ezcaray boost authentic-stay strategy; Accor and Iberostar expand investment, while NH Hotel Group advances premium openings.

Spain strengthens rural tourism as UN Tourism accolades for Agaete and Ezcaray boost their authentic-stay strategy; major hotel groups and airlines are now looking inward for growth. In October 2025, the UN Tourism announced that two Spanish villages — Agaete in Gran Canaria and Ezcaray in La Rioja — have been selected among the “52 Best Tourism Villages 2025”, recognising their commitment to cultural heritage, sustainability and community-based tourism.

Spain’s Rural Revival: Two Villages Shape a New Travel Chapter

According to emerging reports, Spain is expanding investments in its rural hospitality and tourism sector, which is now receiving accolades from the UN. The hospitality chains Accor and Iberostar have expanded their investments in Spain, while the NH Hotel Group continues to enhance its collection with new premium openings in the country.

The tourism narrative for Spain is shifting, with the sun and beach offering being complemented by the country’s charming, untouched, and rural inland villages. Spain is gaining official recognition for its tourism villages, as the UN acknowledges Agaete in Gran Canaria and Ezcaray in La Rioja as “Best Tourism Villages 2025.” ([pre-webunwto.s3.eu-west-1.amazonaws.com][1]) This is a sign of the tourism industry not just adapting to the lingering effects of the pandemic, but embracing positive transformation and innovation. Rural destinations in Spain are poised for discovery, and the country is expected to surpass the €260 billion tourism revenue mark for 2023. ([wttc.org][2]) For the discerning and adventurous traveler, this combination means rich landscapes, local culture, and premium stays. All without the crowds.

Agaete: Atlantic Charm and Valle Verde Scenes

Agaete is an attractive coastal village on the northwest coastline of Gran Canaria, located thirty kilometers away from the island’s capital. Agaete is an attractive coastal village on the northwest coastline of Gran Canaria, located thirty kilometers away from the island’s capital. Despite being this close, it feels like the capital and Agaete lie worlds apart. Agaete is a region of exuberant greenery. ([grancanaria.com][3])

Agaete has a beautifully relaxing old town, the harbor of Puerto de las Nieves, and a wonderfully dense, green valley that is home to an array of tropical fruits. You can soak in the Atlantic for free at the region’s famous rock-cut pools, the Salinas Natural Pools. ([visitagaete.com][4])

Agaete can be reached via Las Palmas de Gran Canaria Airport (LPA). You can pick up a rental car or take a local bus from the airport to Agaete. You can island hop to Tenerife via a ferry that operates from Puerto de las Nieves. ([Wikipedia][5])

Agaete is a prime target for large hotel chains. As rural tourism expands, large hotel chains are shifting their focus to more remote regions, like Agaete, that have previously been avoided in favor of busier tourist regions.

What to do:

• Hike the Tamadaba Pine Forest and savor the sweeping vistas. ([visitagaete.com][4])
• Visit the Maipés necropolis, a volcanic-stone ancient burial site offering deep heritage insight. ([Wikipedia][6])
• Taste local coffee grown in the valley—Agaete’s coffee is among Europe’s few on the continent. ([Wikipedia][7])
• Relax in the seaside village, sample fresh seafood at Puerto de las Nieves, and soak in the authentic Canary culture.

Most guests appreciate a minimum stay of three nights to enjoy the peaceful, unhurried atmosphere.

Ezcaray: La Rioja’s Alpine Village With Rustic Elegance

Nestled in the upper Oja Valley of La Rioja at around 800 m above sea level, Ezcaray embodies Spain’s quest for authentic rural tourism. ([lariojaturismo.com][8])

Here you’ll find a compact historic centre with arcaded streets, traditional architecture, and access to mountain trails of the Sierra de la Demanda. It’s ideal for travellers seeking nature, gastronomy and a slower pace. ([spain.info][9])

Flight & access tip: The nearest major airport is Bilbao (BIO) or Madrid (MAD). From Bilbao, drive approximately 1½ hours to Ezcaray; from Madrid expect about 3 hours by car. Car rental is recommended for countryside flexibility.

Stay & hospitality angle: The area is mostly home to home converted into boutique rural hotels, heritage stays, and larger rural hotels that tend to be more on the larger scale. Bigger hotel operators also branch out into these markets to satisfy travellers who seek a better balance of authenticity and hospitality.

What to do:

• Walk the trails in the Sierra de la Demanda and take in the views of the forested peaks and the fresh mountain air.
• Visit the village centre and learn about the region’s La Rioja cuisine and quality wines while also observing textile craft traditions that have been passed down through the generations.
• Change of seasons: Summer offers hiking while for spring, the flowers bloom. In the winter, a ski resort is accessible for those who enjoy the snow.

The remote peace and high-valued stays make Ezcaray more attractive and a better option than the mainstream resorts.

Airlines & Hospitality: The Infrastructure Behind the Story

Spain remains one of the world’s top travel destinations, with over 94 million international tourists expected in 2024, and strong aviation and hotel prospects ahead. ([AP News][10]) As per WTTC, Spain’s travel and tourism sector is expected to achieve more than €260 billion in 2025, which is approximately 14 to 16% of GDP. ([wttc.org][2])

Airlines:

Major carriers and low-cost airlines are adapting to serve more regional and secondary destinations, making rural Spain more accessible, which is positive to Airlines such as Iberia, Lufthansa, and Vueling, which are expanding routes into Spain and promoting rural entry points. ([Travel and Tour World][11]) For instance, the supply of seats to the Canary Islands is expected to increase by more than 5 percent come summer 2025. ([dataestur.es][12])

Hospitality:

Hotel groups are responding to the demand for high-quality rural stays and adapting to guests and demand for rural tourism. Companies such as Accor and Iberostar Group are finally beginning to invest in Spain’s Lodging market while chains like NH Hotel Group are advancing with their premium openings. The performance of rural accommodations will significantly improve over the years, helping boost the hospitality sector which is expected to have high long-term growth due to cultivation and regional travel. ([Renub][13])

It is the collaboration of both airlines and hotels which serve to promote and accommodate guests the rural tourism as remote and rural pockets of Spain become more and more accessible.

The Importance of Agaete and Ezcaray

Let’s look at why these two villages are special. They show how Spain is changing its tourism strategy.

• Earned Trust: These two villages are part of the UN’s 2025 “Best Tourism Villages” list. That means that they are recognised for their sustainable tourism options. ([untourism.int][14])
• Spaniards: Spain wants to spread tourism benefits to the travellers who never leave the country, moving it away from just the beaches and city centers.
• Real Experiences: More and more travellers want to experience the local culture, see the landscapes, and leave the tourist traps behind like these villages.

In terms of the visitors, it means more options like boutique hotels in the green valleys, flights to local airports and away from the main tourist spots for unique local experiences.

Travel Tips for Planning Your Visit

Best time to go

• Agaete: Mild climate year-round. North-west Gran Canaria means fewer crowds than south-coast resorts.
• Ezcaray: Spring through autumn for hiking; winter for snow-related activity in nearby ski areas.

Getting there & moving around

• Fly into Las Palmas (LPA) for Agaete. Rent a car or choose the local bus line.
• If you’re heading to Ezcaray, you can fly either to Bilbao or Madrid and then take a drive. You can also decide to stay in the village center and discover the area on foot or by car.

Where to stay

• You can stay in a hotel or accommodation and tag them as “rural luxury” or “eco-resort” in both destinations.
• In Agaete select hotels close to the valley and natural pools; in Ezcaray, select a mountain-view lodge or a historic village.

What to pack & plan

• Have comfortable shoes for hiking and for the trails in both places.
• Bring lots of layers: there is a mountain chill in Ezcaray which gets colder in the evenings, and you’ll want to cover up for the coastal breeze in Agaete.
• Book hotels early, as these places are starting to get popular.
• When planning excursions, avoid the beach-only offerings and instead focus on nature, culture, and food.

Respect the local rhythm

• These places have a rhythm when protecting their culture and nature—work with local guides, eat with local providers, and stay on trails.
• Engage in low-impact and local activities as part of sustainable travel.

Airline & hotel booking insights

• Look for flight opportunities to Las Palmas or Bilbao. Cheap airlines frequently run deals to regional Spanish airports.
• In hospitality, look for rural stay discounts. These “rural/eco-stay” experiences include guided hikes, winery visits, or nature spa options.

Spain strengthens rural tourism as UN Tourism accolades for Agaete and Ezcaray boost authentic-stay strategy; Accor and Iberostar expand investment, while NH Hotel Group advances premium openings. Spain’s latest recognition on the global tourism stage highlights a nationwide move toward sustainable and community-based travel, as airlines and hotel leaders align to connect visitors with the country’s most authentic rural destinations in 2025.

Final Word: A New Chapter in Spanish Travel

Spain’s tourism is changing. The recognition of Agaete and Ezcaray by UN Tourism isn’t just symbolic—this is a real focus on rural, sustainable, authentic stays. For the traveller, it means seeing Spain far beyond the crowded beaches. With strong airline connectivity and hospitality investment supporting the trend, there is no better time to visit villages that tell a different story.

Hiking in Gran Canaria’s pine forests, drinking coffee in a volcanic coffee grown valley, or navigating mountain paths in La Rioja—this new Spain encourages you to slow down, connect, and spend the night in places that seem to belong to the locals.

Book a regional flight, choose a boutique stay, and be among the first to embrace this new wave of Spanish travel.

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