La Rioja: Spain's Destination to Watch for 2026
La Rioja, Spain’s celebrated wine heartland, has been named as one of ABTA’s Destinations to Watch for 2026, yet the region remains relatively under-explored by British travellers. Bordering the sought-after Basque Country and divided only by the River Ebro, La Rioja is ideally placed to benefit from growing UK interest in northern Spain. With world-class vineyards, historic towns, dramatic landscape and a culinary scene that rivals its more famous neighbour, the destination offers a compelling alternative for those in search of authentic and slower-paced experiences.
International appeal in La Rioja is already rising. In 2025, the region welcomed 142,848 overseas visitors, up 16% year on year. UK arrivals, however, remain notably low. Just 13,000 British travellers visited La Rioja in the first eleven months of 2025, making it the least visited Spanish region by the UK market. With fewer than 0.1% of the 18.1 million Britons travelling to Spain choosing La Rioja, the region currently trails behind Navarre and Castilla-La Mancha, underlining the opportunity for growth in 2026.
For those looking to discover the region in 2026, UK tour operators are responding with a range of tailored itineraries showcasing the very best of La Rioja. Three standout examples include:
A taste of authentic Spain with Kirker Holidays
Kirker Holidays’ five-night La Rioja escape puts food and wine centre stage. Based first in Peñafiel, one of Spain’s great wine cities, and then at the 4* Hotel Eguren Ugarte in the foothills of the Sierra Cantabria, expert Tim Clarke will introduce some of the finest winemakers in Northern Spain. Highlights include the innovative Viña Ijalba, who pioneered the revival of Rioja’s classic grape Graciano, the state-of-the-art Viña Real winery and lunch at the farmhouse of Contino, the oldest ‘single estate’ Rioja bodega. There is also a day in Haro, the wine capital of La Rioja, and Briones to visit the Vivanco Museum of Wine Culture, one of the best wine museums in the world.
For more details, visit www.kirkerholidays.com
Cycling through La Rioja culture and history with Headwater
Headwater’s six-day itinerary explores the heart of Spain’s celebrated Rioja wine region, following quiet country lanes past vineyards and wine museums. The route allows for discovery of UNESCO World Heritage-listed monasteries in San Millán de la Cogolla and includes part of the Camino de Santiago. Other highlights include the medieval towns of Laguardia and Ezcaray, tastings at renowned bodegas and soaking up the sun in lively pintxo bars.
For more details, visit www.headwater.com
Nature awaits with Audley Travel
La Rioja’s scenery is as dramatic as it is diverse. The Sierra de Cebollera Natural Park is a haven of mountains, forests and wildlife, home to deer, wild boar and birds of prey. In the Parque Natural de las Lagunas Glaciares de Neila, a series of glacial lakes – including Laguna Negra, Cascada and Tejera – create one of the northern Spain’s most beautiful high-altitude settings. For walkers and photographers, Las Calderas Gorge provides waterfalls, rock formations and natural pools in a dramatic canyon environment.
For more details, visit www.audleytravel.com
For more information on Spain as a tourist destination, visit https://www.spain.info/en/
For all press enquiries contact Jessica Harvey Taylor on Jessica.harvey@tourspain.es or the Spanish Tourist Office’s PR agency LOTUS on spain@wearelotus.co.uk