La Rioja tourism reputation declines due to illegal apartments

The tourism reputation of La Rioja declined to a score of 6.7 out of 10 during the second quarter of 2026, according to the LLYC Tourism Perception Barometer. This represents a 0.9-point drop from the previous quarter, although the score remains 0.1 points higher than the same period last year.

Digital conversation analysis reveals that the most frequent negative theme involves illegal tourist apartments and their social impact. There is also growing local discontent regarding the feeling that the regional identity of La Rioja is being excessively adapted to cater to tourists.

Despite these challenges, La Rioja remains the eighth-best perceived autonomous community in Spain for tourism. Positive drivers include premium enotourism, regional festivals, gastronomy, rural tourism, and nature-based activities.