“Bizit Euskadi”: Experience and visit the Basque Country this Easter

The Minister of Tourism, Trade and Consumer Affairs, Javier Hurtado, has presented the Easter Week campaign for tourism in the Basque Country, "Bizit Euskadi", which is aimed at a national audience, as well as including the south of France and part of Portugal, making a visit to the Basque Country "a unique experience".

The slogan of Euskadi's new Easter tourism campaign combines the concepts visit (visit in English) and bizi (life in Basque) to invite you to live an experience in Euskadi.

The Minister explained that we started with good expectations for tourism in 2022 after a 2021 in which "we recovered 1.2 million travellers compared to 2020, with a growth of 83%. We managed to mitigate the fall in international tourism and attract 32% more domestic tourists, especially with a good second half of 2021 compared to 2019, with higher figures in August and October in arrivals, overnight stays and average rates".

Likewise, the Councillor considered that the invasion of Ukraine and the economic and mobility effects will affect various sectors, including tourism and transport, although it is not yet known to what extent. Despite this, experts' expectations remain positive for Easter bookings.

Councillor Javier Hurtado at the presentation
Councillor Javier Hurtado at the presentation

For an eminently national campaign, where knowledge of the Basque Country is already medium-high, "we have considered how to express what we are in a more emotional way. We know that tourists increasingly want to live unique experiences, to feel the immersion of the place they are visiting in a more local way, like the inhabitants themselves. And we, who welcome them, want to make them feel like one of us, because that is the best way to make them want to come back and become true ambassadors of our destination. We want them to experience Euskadi".

"With this mainly audiovisual campaign we are showing the Euskadi that we are, a plural Euskadi, with a great wealth and variety of tourism, with an internationally recognised gastronomy and an environment that offers us an immense diversity of plans in just 2 hours away. And we also show the strength of our tourism, a sustainable and responsible tourism, respectful of the environment and that wants to make its visitors feel part of it".

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