Aiaratur (the Tourism Association of Valle de Ayala and Alto Nervión) is a non-profit association of public-private tourism integrated within the City Halls of Artziniega, Ayala, Amurrio, Laudio-Llodio, Okondo and Orduña. Representatives of these City Halls and private entities from this geographical area participate in this association, such as the Association of rural accommodation "Aiaran" and business associations from Laudio-Llodio (APILL), Orduña (ACCOR) and Amurrio (APYMCA). It is also open to other partners not included in these entities.
Its headquarters are at Cuadrilla de Ayala, an institutional body in which, by means of an agreement, collective work is carried out with the aim of achieving common objectives in the scope of tourism.
Its purpose is to revitalize and promote tourism in these locations together under the umbrella of Basque institutions. That is, management, promotional activities and research conducted towards the revitalization and development of tourism in these territories while following the current tendencies and tourism and leisure demands.
Aware of the tourist potential of this region and the magnitude of its resources (cultural, natural, heritage and gastronomic), a series of actions have been planned in two directions: on the one hand, the conservation and adjustment of said resources, and on the other, its circulation and promotion.
Therefore, amongst the Association's objectives, awareness, environmental protection and sustainable development actions are encouraged, actions that redound directly on our rich and precious natural environment and landscape.
The preservation of our artistic and historical heritage is also considered, both to attract tourism and as a sign of identity.
Likewise, our culture and customs will be promoted and widespread, paying special attention to our traditional homemade products, without forgetting gastronomy, typical products and specialities.
Aiaratur recognizes that the condition of our resources, both in preservation and preparation, is the basis for tourism development. In addition, it requires the aid of the multiple services offered and that can be offered by the citizens.
Stimulating the tourism sector as the emerging driving force is undoubtedly a reality and an opportunity for businesses as well as for public and private initiatives. Therefore, the different initiatives and activities originating from the public or private sector have to be coordinated, as they tend to generate attractive offers and provide an optimum service to current and potential users.
In this respect, it is worth mentioning that despite the latter being the end user, actions carried out related to tourism have a favourable effect on the quality of life of the citizens by improving the facilities and services, accesses, communications, etc...
On the other hand, tourism products will be created and commercialized by means of different tools, such as the Tourism Stimulus Plan.
Forward-looking strategies as well as coordination strategies will be defined together with other entities and public administrations.
With this philosophy in hand, and through Aiaratur, the bases and lines of action will be established in a collective task that guarantees the appropriate development of these and other objectives.