Some destinations don’t just invite you in—they reach out and meet you with open arms. The Basque Country is one of those places. A land of striking identity, captivating landscapes, and culinary artistry, it has a way of getting under your skin in all the best ways.

At Jamie Wake Travel, we’ve always believed that holidays should reflect who you are and what you value. For our customers, that often means more than just beaches and resorts—it means rich experiences, real stories, and genuine connection. That’s why the Basque Country stands out. This is a region that knows exactly who it is—and after spending time here ourselves, we’re excited to help you discover it too.

This isn’t just a beautiful corner of Spain. It’s a destination where heritage and hospitality meet. Let us take you there.

A Region With a Story to Tell

The Basque Country—or Euskadi, as it’s known locally—isn’t your average Spanish region. It straddles northern Spain and southwestern France, but it holds a fierce sense of identity all its own. This is a place with its own language, culinary traditions, festivals, and customs—and they’re proud of it.

That sense of cultural pride runs through everything here. From the iconic txapela berets worn in the countryside to the traditional music echoing through old-town squares, the Basques live and breathe their heritage. But don’t mistake that pride for insularity—what struck us most was how warmly visitors are welcomed into that story. You don’t just observe Basque culture. You’re invited to experience it.

San Sebastián: Where Elegance Meets the Everyday

Our journey began in San Sebastián (Donostia), a city that’s somehow both glamorous and deeply grounded. Nestled between golden beaches and green hills, it’s known worldwide for its food scene, but it’s the feeling of the place that really stays with you.

Waking up to the view of La Concha Bay—twinkling turquoise waves, morning walkers on the promenade, cafés coming to life—sets the tone for a day of exploration. The Old Town is a vibrant maze of pintxo bars, boutiques, and quiet squares, where you can spend hours sampling small bites and soaking up the atmosphere.

But San Sebastián is also home to world-class cultural events, from film festivals to classical music performances, all set against the backdrop of Belle Époque architecture and dramatic coastal cliffs. It’s a city where tradition and sophistication walk hand in hand.

Jamie Says:

“The Basque Country surprised me more than any destination I’ve visited this year. There’s something special about a place that’s so confident in who it is—yet so welcoming to travellers who want to understand it. You don’t just take pictures here. You feel part of it.”

Our Experience of the Basque Country

We were fortunate to take part in a recent familiarisation trip through the Basque Country, and what we experienced was nothing short of extraordinary.

Our base in San Sebastián was the iconic Hotel de Londres y de Inglaterra—a stunning 19th-century building right on the seafront. Waking up to the sight of La Concha Bay each morning was pure magic. But it was what happened beyond the view that left the deepest impression.

We explored the Old Town through its food—on a guided pintxos tour that took us to five of the best local bars, tasting small dishes that were big on flavour and tradition. Each stop felt like a different chapter in the city’s culinary story.

From there, we travelled to Getaria, a charming fishing village with deep roots. It’s the birthplace of explorer Juan Sebastián Elkano and designer Cristóbal Balenciaga, and it balances its historical significance with a thriving food and wine culture. A visit to the Balenciaga Museum gave us a glimpse into local artistry, followed by wine tasting at a Txakoli vineyard overlooking the coast—complete with local cheeses, tuna, and jamón.

We then visited Zumaia, famous for its otherworldly Flysch cliffs and geological formations (and as a Game of Thrones filming location!).

That evening, we retreated inland to the stunning Iriarte Jauregia Hotel—a beautifully restored 17th-century palace nestled in the Basque countryside. Surrounded by green hills and tranquillity, this boutique property offered a perfect balance of heritage and modern comfort. Every room felt like a story, with original stone walls, wooden beams, and luxurious touches throughout. The highlight was dinner in the Bistró Restaurant, where local flavours were elevated into an unforgettable three-course culinary journey. If you’re after a countryside stay with real character, this is the place to unwind and reconnect.

The journey continued in Ordizia, where the weekly produce market is a feast for the senses. We met a sixth-generation cheesemaker on his family’s sheep farm and tasted award-winning Idiazabal cheese in a 17th-century setting that felt frozen in time. We ended our day in true Basque fashion—with a traditional cider house meal, complete with the Txotx ritual and a hearty menu of grilled meats, omelettes, and cider poured straight from the barrel.

From there, we made our way to Bilbao, where we were based at the Axel Hotel for the remainder of the trip. Set in a central location just a short walk from the Old Town and riverfront, the hotel combines stylish design with great service and a relaxed, welcoming atmosphere. With a rooftop bar and wellness area, it’s ideal for both city explorers and those who want to unwind between outings. It made the perfect base for discovering everything Bilbao has to offer—from art and architecture to food and fashion.

One of the most rewarding aspects of the trip was the opportunity to connect with other travel professionals from around the world. There’s something truly special about spending time together on the road—sharing meals, exploring new places, and experiencing the heartbeat of a destination side by side. It brings people closer, builds genuine relationships, and sparks ideas that go beyond the itinerary. By the end of the journey, we weren’t just fellow travellers—we were collaborators and, in many cases, new friends.

What stood out most wasn’t just the scenery or the food—it was the people. Proud, generous, and open-hearted, they reminded us that travel is at its best when it’s rooted in connection.

Bilbao: Art, Architecture, and Soul

Bilbao is the Basque Country’s largest city, and it’s a city of transformation. Once industrial, now boldly creative, it blends urban grit with architectural elegance. The Guggenheim Museum put it on the global culture map, but Bilbao is much more than its museums.

Wander through the Casco Viejo (Old Town), and you’ll find hidden plazas, artisan shops, and pintxo bars filled with laughter and clinking glasses. The riverfront promenade invites leisurely strolls, and the city’s culinary scene rivals that of San Sebastián.

There’s a rhythm to Bilbao that’s hard to describe but easy to fall into. It’s a place that rewards curiosity, whether you’re exploring the riverside galleries or popping into a local café for coffee and conversation.

Rural Roots and Mountain Moments

One of the greatest joys of visiting the Basque Country is discovering what lies beyond the cities. The inland regions—filled with rolling hills, working farms, and timeless villages—offer a quieter kind of travel. But they’re no less rich in experience.

Staying in the countryside brings a sense of stillness and authenticity. Whether you’re sampling cider straight from the source, walking ancient forest trails, or simply listening to cowbells echoing through the hills, rural Euskadi offers a deep breath in a busy world.

It’s also where many of the region’s food traditions originate—from the cheese to the apples to the honey and mushrooms you’ll see at market stalls. These aren’t just ingredients. They’re a way of life.

Food as a Way of Life

If food is important to you when you travel, the Basque Country is paradise. This region doesn’t just have good food—it has a culture of eating that’s woven into every part of daily life.

You’ll find Michelin-starred restaurants sitting next to humble pintxo bars, and both are celebrated equally. Meals are social, leisurely, and full of pride. Whether you’re dining at a formal bistró or nibbling octopus skewers at a market stall, the emphasis is always on local, seasonal, and lovingly prepared.

And of course, the region’s wine and cider are just as important as the food. Txakoli—a lightly sparkling white wine—is as crisp as the sea air, and cider is enjoyed in long, chatty sessions among friends. It’s all part of the rhythm of Basque life.

Culture, Connection, and Character in the Basque Country

What makes the Basque Country special isn’t just the sights—it’s the sense of soul that runs through everything. There’s a confidence here, a pride in tradition, and a deep respect for heritage that never feels forced or touristic.

You’ll hear the Basque language (Euskara) spoken in cafés and classrooms. You’ll see folk dances at town festivals and modern art installations in city squares. It’s a region where old and new live comfortably side by side.

For travellers who want more from a holiday—more depth, more flavour, more story—the Basque Country offers an experience that’s both grounding and unforgettable.

Travel That Feels Personal

At Jamie Wake Travel, we tailor-make every itinerary to fit the traveller. Whether you’re a food lover, a nature enthusiast, a culture seeker, or someone who just wants to explore somewhere different, we’ll help you build the perfect Basque escape.

And because we’ve been there ourselves—walking the cliffs, tasting the cider, chatting with the cheesemaker—you’ll benefit from our first-hand knowledge and carefully selected partners on the ground.

Ready to Discover the Basque Country?

If you’re looking for a holiday that goes beyond the usual, the Basque Country is waiting. It’s scenic, soulful, and filled with experiences that stay with you long after you’ve returned home.

Let us craft your perfect escape—whether it’s a foodie adventure through the pintxo bars of San Sebastián, a scenic retreat in the rolling hills of the countryside, or a cultural deep-dive through Bilbao’s museums and markets.

Get in touch with Jamie Wake Travel to start planning your Basque Country holiday today.
Email: hello@jamiewaketravel.co.uk
Phone or WhatsApp: +44 (0) 7500 123456
Instagram & Facebook: @jamiewaketravel

Let’s create a holiday as unique as you are.