Seven Belgian tour operators are currently exploring La Rioja’s tourist attractions

The Government of La Rioja, through the Directorate-General for Tourism and Regional Promotion, is hosting a group of seven Belgian tour operators who have been on a familiarisation trip around the region since last Monday, 20 April, and will remain until tomorrow, Thursday.

Through a comprehensive itinerary, during which they are accompanied by staff from the Promotion and Markets Department of La Rioja 360, these international tourism professionals are discovering La Rioja’s unique tourist attractions. They are also experiencing first-hand that the region is a destination renowned for its wine, gastronomy, culture, natural beauty, sports and rural charm, and much more.

During this familiarisation trip, the participating travel agencies and tour operators are visiting various tourist attractions in La Rioja via an itinerary aligned with the JOMO (Joy of Missing Out) philosophy. Tranquillity as a priority aspect of the trip, and leisurely activities in uncrowded settings that encourage the enjoyment of quality time, form the core of this exploratory visit to the region.

Specifically, the international travel agents visiting our destination at present are: Chili & Pepper, DTS-OTC Travel, Travel Bee, ULT – Luxembourg, Amazing Destinations, Zuiderhuis and JetExpress.

This trip has been organised by the Government of La Rioja in collaboration with the Spanish Tourist Office in Brussels as part of the Annual Action Plan signed with Turespaña for 2026.