Donostia / San Sebastián is launching Gurera, a new citizen-centric tourism management model.
The city is moving forward in tourism management with Gurera, a model that focuses on the residents of San Sebastián and commits to protecting their quality of life in light of the new tourist challenges that cities are facing. A disruptive and realistic proposal that integrates tourism in the city’s global strategy in a participatory and cross-cutting way, with specific measures and ensuring transparency for citizens.
Donostia / San Sebastián, 30 January 2026
Tourism is a global phenomenon that is here to stay as part of the daily life of many cities. Its impact is reflected in areas such as the public space, mobility, housing or business, which has led to many urban destinations rethinking their management models.
San Sebastián is thus committing to a new way of addressing tourism. With the launch of Gurera, the city is responding to the changes that it is experiencing and to the need to embrace more balanced models, able to make tourism compatible with the quality of life of the residents.
Gurera was set up from a realistic approach, that does not consider tourism as a phenomenon to be rejected, but rather a reality to be managed responsibly so that it contributes to the wellbeing of the city and of its inhabitants.
The new model represents the evolution from an approach focused on promotion to comprehensive management of tourism, as part of the city’s global strategy. Thus, tourism ceases to be an isolated sphere to become a public policy in line with the urban project overall.
It is not a one-off campaign or seasonal initiative. It is a new way of acting, a new model which is structured via shared governance, cross-cutting decision making and the involvement of all tourism stakeholders. A way of working that is committed to collaboration and cooperation among the administrations, the sector, the business fabric and citizens, on the basis of shared responsibility.
Tourism is a global phenomenon that is here to stay as part of the daily life of many cities. Its impact is reflected in areas such as the public space, mobility, housing or business, which has led to many urban destinations rethinking their management models.
San Sebastián is thus committing to a new way of addressing tourism. With the launch of Gurera, the city is responding to the changes that it is experiencing and to the need to embrace more balanced models, able to make tourism compatible with the quality of life of the residents.
Gurera was set up from a realistic approach, that does not consider tourism as a phenomenon to be rejected, but rather a reality to be managed responsibly so that it contributes to the wellbeing of the city and of its inhabitants.
The new model represents the evolution from an approach focused on promotion to comprehensive management of tourism, as part of the city’s global strategy. Thus, tourism ceases to be an isolated sphere to become a public policy in line with the urban project overall.
It is not a one-off campaign or seasonal initiative. It is a new way of acting, a new model which is structured via shared governance, cross-cutting decision making and the involvement of all tourism stakeholders. A way of working that is committed to collaboration and cooperation among the administrations, the sector, the business fabric and citizens, on the basis of shared responsibility.
San Sebastián, a city to be lived
The main goal of the model is clear: San Sebastián is to be lived. Gurera has citizen wellbeing as the mainstay and focuses tourism management on protecting daily life, bolstering coexistence and safeguarding local identity.
Therefore, the model drives a 360º management approach to tourism, in line with the urban strategy and based on active listening, cooperating with the sector and coordinated work between the different municipal departments.
The management is based on data, indicators and measurable results, which will be published regularly, with the commitment to transparency and ongoing communication about the measures adopted and their impact.
Therefore, the model drives a 360º management approach to tourism, in line with the urban strategy and based on active listening, cooperating with the sector and coordinated work between the different municipal departments.
The management is based on data, indicators and measurable results, which will be published regularly, with the commitment to transparency and ongoing communication about the measures adopted and their impact.
Measures for balanced management
Gurera is underpinned by specific measures aimed at improving coexistence and urban wellbeing. These include reducing the number of tourist dwellings, restricting new hotel licences, limiting the size of groups on tours, or introducing a tourist tax, where the revenue raised will be used for measures to benefit the citizens.
The model also boosts sustainable mobility policies, with impetus given to park and ride car parks and the low-emission zone; it also fosters analysis and anticipation via the Tourism Observatory and studying the tourism carrying capacity.
Furthermore, Gurera commits to the local economic fabric – mainly comprising small companies –, to better distribution of events in the city (restricting the events in the Old Quarter and Centre), and to tourist segments that generate value, such as MICE tourism linked to innovation, expertise and talent.
The model also boosts sustainable mobility policies, with impetus given to park and ride car parks and the low-emission zone; it also fosters analysis and anticipation via the Tourism Observatory and studying the tourism carrying capacity.
Furthermore, Gurera commits to the local economic fabric – mainly comprising small companies –, to better distribution of events in the city (restricting the events in the Old Quarter and Centre), and to tourist segments that generate value, such as MICE tourism linked to innovation, expertise and talent.
Participation and shared commitment
Participation is one of the cornerstones of the model. Gurera opens up active listening spaces and fosters the real involvement both of the residents and the tourist sector and visitors, by fostering a shared debate on the present and future of tourism.
San Sebastián City Council and Donostia San Sebastián Turismoa are thus encouraging citizens and the sector to sign up to the Gurera Commitment and to take part by submitting proposals using the forms available on the official website:
www.donostiaGurera.eus
San Sebastián City Council and Donostia San Sebastián Turismoa are thus encouraging citizens and the sector to sign up to the Gurera Commitment and to take part by submitting proposals using the forms available on the official website:
www.donostiaGurera.eus
Gurera: a name with meaning
The name Gurera captures the spirit of the new model. It has a double meaning in Basque. On the one hand, “gure erara” – in our way –, because it is a tourism management model tailor-made for San Sebastián and the city’s residents. On the other hand, ‘ongi etorri, Gurera” – welcome to our home –, an invitation to everyone who visits the city to join in local life based on respect and coexistence.