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Gernika: a sustainable destination

Gernika-Lumo's tourism policies are based on 3 key elements: a strategic roadmap, a scorecard and a local tourism observatory. As a destination, the town has been drawing up strategic tourism plans since 2015.

The current plan (2022-2025) contains quantitative monitoring indicators, SDG alignment, and targets for the year 2025. One of the tenets of the plan and indeed a fundamental principle to ensure that tourism and local citizens can live in harmony with one another, is the defence of Gernika's identity.


The development and promotion of activities that facilitate visits to the destination by providing an excellent service to the visitor; the promotion of awareness of the “Gernika” brand, contact with the industry and local citizens in order to contribute directly or indirectly to the development of sustainable tourism in the municipality of Gernika-Lumo.


To improve the positioning of Gernika as a brand and tourist destination.

To endow the Gernika brand with content that will make it possible to arouse expectations that will encourage and help customers to plan their trip, guarantee longer stays, and increase the economic impact of tourism in the municipality.

To drive the economic development of the industry in a sustainable way.

To maintain the balance between visitors and citizens, safeguarding the way of life and quality of life in Gernika-Lumo and generating business opportunities that provide the service sector with a competitive advantage.

To achieve a sustainable activity that is beneficial for the entire community.

To valorise resources that preserve our identity, history, culture and traditions, enhancing those aspects that make us unique and set us apart from our competitors, helping to generate a sense of pride in belonging to Gernika among the citizens.

To achieve more satisfied visitors who become ambassadors of the Gernika Brand

To position Gernika-Lumo as a must-see destination in Vizcaya and the Basque Country, one that provides memorable experiences that exceed the expectations generated by the Gernika brand in all aspects of the visit, from the very moment the visitor arrives at the destination, when they are in contact with the townspeople, strolling through the streets, visiting its attractions and taking part in its activities, and when they are eating, shopping and overnighting.

Gernika-Lumo: committed to the environment

A greener future is dawning in Gernika-Lumo: The continuous improvement in our municipality’s waste collection and recycling service statistics demonstrates that the citizens of Gernika-Lumo understand how important it is to work towards a greener and healthier future. It is a success story of which we can be proud.

Good practices

  • The best waste is no waste
  • Re-use things whenever you can 
  • If something can be repaired, repair it 
  • Only consume what you need 
  • Recycle our waste

If we all pull together, these are all simple habits that can make a world of a difference. Literally.

Let’s keep working for a greener future!

Dear traveller:

“The Responsible Tourist and Traveller” is a practical guide designed to help you make your trip an enriching experience. The following tips are based on the World Tourism Organisation’s Global Code of Ethics for Tourism.

Gernika - Lumo is a member of the European Charter for Sustainable Tourism.


Travel and tourism should be conceived and practised as a means to personal and collective development. If undertaken with an open mind, they are an invaluable instrument for self-education, mutual tolerance and learning about the legitimate differences between peoples and cultures and their diversity.

We all have a role to play in the expansion of responsible travel and tourism. Governments, businesses and communities must of course strive to achieve this by all means at their disposal, but, as a visitor, there are many ways in which you too can make a significant contribution to this goal:

  1. Be open to cultures and traditions that are different from your own: your experience will be transformed, you will gain the respect of local people, and they will be more willing to welcome you. Be tolerant and respectful of diversity; observe local traditions and social and cultural practices.
  2. Respect human rights. Any form of exploitation violates the fundamental objectives of tourism. Sexual exploitation of children is a punishable offence, both in the place in which it takes place and in the offender’s country of residence.
  3. Help to conserve the natural environment. Protect wildlife and their habitat, and do not buy products made from endangered plants or animals.
  4. Respect cultural resources. Tourism activities should be carried out with due respect for the artistic, archaeological and cultural heritage.
  5. Your trip can contribute to economic and social development. Buy local handicrafts and products to support the local economy and abide by the principles of fair trade. If it comes to bargaining, keep the concept of fair wages in mind.
  6. Before you set off on your trip, find out what the current health situation in your destination is and whether or not you will have access to consular and emergency services there. Make sure that your health and personal safety will not be at risk. Before you decide to travel to any given destination, make sure that your specific needs (food, accessibility or medical care) are covered there.
  7. Gather as much information as you can about your destination, and take time to understand its customs, standards and traditions. Do not behave in any way that may offend the local population.
  8. Find out about the laws in force so that you do not commit any act that is considered criminal in the country you are visiting. Do not deal in drugs, weapons, antiques, protected species nor products or substances that are dangerous or prohibited by regulations.