Gastrotourism
Gastronomy plays a key role in shaping the tourism experience in Leioa, connecting visitors to the region through its local flavors, traditions, and innovative culinary practices. According to Jagoba Martínez, tourism technician of tourism at Jata Ondo, the association supporting farmers in the area, promoting local gastronomy is not only about taste — it's about sustainability, seasonality, and supporting the local economy.
By highlighting products like the Leioa pepper, efforts are being made to recover traditional crops and give them new life through value-added products such as jams, marmalades, and even pepper-based ice creams used creatively in savory dishes. These innovations allow for a de-seasonalized tourism model, where local ingredients can be enjoyed and marketed all year round.
Gastrotourism in Leioa is a living example of how food can become a bridge between agriculture, culture, and tourism — offering a meaningful, livable, and delicious way to experience the region.
Tourism in Leoia
Jagoba Martinez (tourism technician at the Jata Ondo association) talks about how Leioa is growing as a tourist destination by combining gastronomy, culture, and nature. Video: Aritz Laguardia. Sound: Jezabel Álvarez.
From strategy to success: once late to embrace tourism, Leioa is now thriving thanks to a clear plan centered on gastronomy, culture, and nature. With landmarks like Mendibile Jauregia and initiatives blending txakoli with comics, music, and international cuisine, the town is carving out a vibrant and innovative tourist identity.
Relation between
Tourism and Pepper
Reviving the Leioa pepper connects tradition with innovation—turning local crops into year-round products that support sustainable tourism, local cuisine, and the entire community.
Jagoba Martinez (tourism technician at the Jata Ondo association) explains how local food can promote year-round, sustainable tourism. Video: Aritz Laguardia. Sound: Jezabel Álvarez.
Jagoba Martinez (tourism technician at the Jata Ondo association) talks about growing Leioa peppers to boost local food and tourism. Video: Aritz Laguardia. Sound: Jezabel Álvarez.
Tourism Strategy and LeioaGastro+KOM
The Leioa Gastro+KOM project is a clear example of sustainable tourism, promoting local cuisine products that help de-seasonalize tourism and highlight the value of consuming what is produced locally throughout the year.
Marmelade Options
From jam to pepper ice cream: innovative products like pepper ice cream, used creatively in dishes rather than as a dessert, show new ways to incorporate local ingredients like the red pepper into gastronomy.
Jagoba Martinez (tourism technician at the Jata Ondo association) talks about how the pepper can get incorporated in other products. Video: Aritz Laguardia. Sound: Jezabel Álvarez.
To sum up...
Video production, video edition and voice-over by Brianna Roberts
