LEA ARTIBAI FEST: AN EXAMPLE OF VALUING TOURISM RESOURCES

By project SYSTOUR

Published on 26 April 2024

Spain

País Vasco

Lea Artibai County

About this good practice

Lea Artibai Fest is an action related to the creation of products and experiences linked to cultural, natural and food and wine motivations. During two weekends, the event allows to create an offer in low season and distributes the flow of tourists, avoiding the saturation of spaces. Lesser-known resources are opened up and special visits are organised, which increase the repetition rate. The communication includes the design of its own image, promotion in online media, press and radio.
The objectives are achieved through joint work between the administration and the tourism companies. The resources to be visited are chosen according to the criteria of mobility of flows, tourist interest, products and novel experiences.....The companies are helped to develop pilot visits that are tested at the event, in order to evaluate them to become tourist products.
The objectives have been progressively modified, and the participation of citizens' associations and companies in the first sector has been emphasised in order to encourage citizen involvement and business diversification.
The main stakeholders are the Lea Artibai tourism companies and the destination itself, as the event generates a positioning in the tourism market based on our identity, heritage and specific offer. This means that the motivations for visiting, both for the participants and for those who receive the communication and learn about the event, are focused on our differential values based on sustainability.

Expert opinion

Lea Artibai Fest is a cultural and tourism initiative in the Basque Country that promotes local products, heritage, and identity. Held over two weekends during the low season, it distributes tourist flows, engages citizens, prevents overcrowding, and showcases lesser-known resources through unique activities, workshops, and nature experiences. Supported by the Leartibai Foundation and local governments, the event fosters collaboration among the administration, tourism companies, and citizens. With a €7,000 budget, it features 10 activities focused on local products, slow tourism, and KM0 experiences. This initiative highlights the effectiveness of small-scale, low-budget events in engaging communities and tourism stakeholders to test innovative and sustainable tourism practices.

Arnault Morisson

Works at Interreg Europe Policy Learning Platform

Resources needed

Human capacity to prepare, implement and evaluate the event provided by Leartibai Foundation (staff), with the help of the private sector. The Basque Country Government and the Bizkaia Territorial Government supported the event. 7.000€ for two weekends´ program - 10 activities, including promotion.

Evidence of success

- Distribution of the flow of visitors throughout the region in low season.
- Allows to highlight lesser-known resources.
- Tourist companies collaborate with the destination and improve their competitiveness.
- Unique experiences, workshops and nature activities are offered.
- Slow and KM0 experiences are offered. Primary sector companies diversify their activities.
- The destination is positioned in relation to sustainability values. We work with small groups (max. 30). 170 people/year.

Potential for learning or transfer

Achieves objectives: distribution of flows, presence of sustainable activities, walkability of destinations, enhancement of natural and cultural heritage, slow experiences, KM0 experiences, diversification of the primary sector, enhancement of our food heritage, offer based on experiences, participation and collaboration with the tourism sector, improvement of competitiveness, deseasonalization, positioning of the destination around sustainable values... It is accompanied by a communication and promotion plan, which also allows positioning the tourist destination around sustainability values.
The latest edition has had the novelty of the visit offered by a local association, so that we have strengthened the involvement of citizens in the project. Visits that were previously aimed at the local public are now the vehicle for showing our pride in our identity and ensuring the authenticity of the tourist discourse. Citizen involvement is one of the great achievements of the project.