Discover Rioja: Medieval Villages, World-Class Wines and Remarkable Architecture

There are places best discovered slowly, beyond the main roads and the familiar names on a wine label.

During a recent scouting trip for Euskal Motivo, I travelled through the Rioja region, exploring historic towns, medieval villages and two of its most remarkable wineries: Bodegas Ysios and Marqués de Riscal.

My route took me from Estella-Lizarra and Logroño to Laguardia, Briones and Haro, crossing landscapes where wine is much more than an agricultural product. It is part of the local identity, the architecture, the gastronomy and the rhythm of everyday life.

As a private chauffeur and tour guide based in the French Basque Country, I believe that exploring a destination personally is essential before recommending it to travellers. This journey was an opportunity to discover how the different places fit together and how the region could become part of a memorable private itinerary.

Estella-Lizarra: A Historic Gateway to Northern Spain

My journey began in Estella-Lizarra, a historic town in Navarre with strong connections to the Camino de Santiago.

The town developed around the pilgrimage routes that crossed northern Spain, leaving a rich architectural heritage of churches, historic buildings and medieval streets. Its location makes it an interesting cultural stop when travelling between the Basque Country and the wider region of Navarre and La Rioja.

Estella also provides a useful reminder that a journey towards Rioja need not focus exclusively on wine. The history of this part of Spain is closely connected to pilgrimage, trade and the movement of people across the Iberian Peninsula.

For travellers who enjoy understanding the places they visit, adding a historic town to a wine-focused itinerary can create a more complete picture of the region.

Logroño: The Gastronomic Heart of Rioja

Logroño, the capital of La Rioja, offers a different atmosphere.

Here, the wine culture is closely intertwined with everyday life. The historic centre, lively streets and traditional tapas bars make the city an appealing destination for anyone interested in Spanish gastronomy.

One of the best-known areas for food lovers is Calle Laurel, where visitors can move from one bar to another, sampling small dishes and local specialities. Rather than treating food as a simple stop between visits, Logroño invites you to make gastronomy part of the experience itself.

It is also an important place to understand Rioja as a wine region with a strong identity of its own, rather than simply a collection of prestigious wineries.

For visitors travelling from the Basque Country, Logroño can be a worthwhile stop on a longer journey into northern Spain, particularly when combined with vineyard landscapes and smaller historic towns.

Laguardia: A Medieval Village Surrounded by Vineyards

If I had to identify one place that captures the character of Rioja Alavesa, Laguardia would be high on the list.

Perched on a hill overlooking the vineyards, this walled medieval village offers a striking combination of historic architecture and wine-country scenery. Its narrow streets, stone buildings and views towards the surrounding countryside invite visitors to slow down and explore on foot.

Laguardia is also closely associated with the traditional underground wine cellars known as calados. These cellars, found beneath parts of the historic villages, illustrate how deeply wine production has shaped the built environment and local traditions.

What makes Laguardia particularly interesting is the contrast between its historic centre and the contemporary wineries scattered throughout the surrounding vineyards.

Within a relatively compact area, visitors can experience medieval heritage, rural landscapes, wine culture and bold contemporary architecture.

For me, this combination is one of the strongest reasons to include Rioja Alavesa in a carefully planned itinerary.

Briones: Discovering the Quieter Side of Rioja

Briones offers another perspective on the region.

Its historic streets and traditional architecture reflect the long relationship between the local communities and the surrounding vineyards. The village is a reminder that Rioja is not defined solely by internationally recognised wine brands or spectacular winery buildings.

Smaller historic places provide opportunities to appreciate the region at a different pace, away from the emphasis on tastings and cellar visits.

Briones can also be a useful stop for travellers interested in the wider cultural landscape of Rioja, where villages, agricultural traditions and wine production have evolved together over generations.

When designing a private journey, I find it important to consider this balance. The most rewarding itinerary is not necessarily the one with the greatest number of stops, but the one that allows each place enough time to be appreciated.

Haro: A Town Shaped by Wine

Haro is one of the historic centres of Rioja’s wine industry.

The town is particularly well known for its traditional wineries and its long-standing relationship with wine production. Its wine heritage provides a different experience from the striking contemporary architecture of Rioja Alavesa.

Haro is especially interesting for visitors who want to understand the history of Rioja wine and the role that established wine houses have played in the region’s development.

Together, Haro and Laguardia demonstrate the diversity of Rioja. One offers a strong connection with the historic wine trade and established wineries; the other combines a remarkably preserved medieval village with the landscapes and contemporary architecture of Rioja Alavesa.

They complement one another rather than compete for attention.

Bodegas Ysios: Where Architecture Meets the Vineyard

Among the highlights of my scouting trip were Bodegas Ysios, near Laguardia.

Designed by Spanish architect Santiago Calatrava, the winery is recognised for its distinctive undulating roof, which echoes the surrounding landscape and the distant Sierra de Cantabria.

The building is more than an architectural landmark. It illustrates how contemporary design has become part of the identity of Rioja Alavesa, alongside its vineyards and traditional wine cellars.

Even for travellers who are not particularly knowledgeable about wine, Ysios offers a compelling reason to explore the region. Its architecture creates a visual connection between the winery, the landscape and the experience of discovering Rioja.

For those interested in photography, architecture, design or wine tourism, it is a particularly noteworthy stop.

It also demonstrates why a visit to Rioja can appeal to a much broader audience than wine enthusiasts alone.

Marqués de Riscal: A Landmark of Contemporary Wine Architecture

Another major highlight was Marqués de Riscal, in Elciego.

The winery’s striking contemporary building was designed by Frank Gehry, the architect also known for the Guggenheim Museum Bilbao. Its sweeping forms and colourful titanium elements create a dramatic contrast with the traditional village and the surrounding vineyards.

Marqués de Riscal represents a different architectural expression from Ysios. Seen together, the two wineries illustrate how Rioja has embraced contemporary design while retaining its strong connection to wine-growing traditions.

This contrast is one of the most fascinating aspects of exploring the region.

Wine tourism here can combine landscape, architecture, history, gastronomy and the discovery of local products. A visit becomes an opportunity to understand a destination from several perspectives, rather than simply tasting a selection of wines.

For travellers with an interest in design and culture, this is an especially attractive dimension of Rioja.

Why Discover Rioja from the Basque Country?

One of the most interesting conclusions from this trip is how naturally Rioja can complement a stay in the Basque Country.

The two destinations share a rich gastronomic culture, a strong regional identity and a deep appreciation for local produce. Yet they also have distinct landscapes, traditions and architectural styles.

From the French Basque coast, a journey towards Rioja opens up a different side of northern Spain: inland landscapes, medieval villages, renowned wine estates and a slower rhythm of discovery.

However, Rioja is not a destination to rush through.

Trying to combine too many villages, winery visits and tastings in a single day can make the experience feel hurried. The right itinerary depends on the starting point, the interests of the travellers and the amount of time available.

For some visitors, a carefully planned day trip focusing on a specific area may be appropriate. For others, a two- or three-day journey allows for a more relaxed experience, with time for wine tastings, regional cuisine and overnight stays among the vineyards.

The best approach is to build the itinerary around the experience you want, rather than simply counting the places you can visit.

Planning a Private Journey Through Rioja

At Euskal Motivo, I specialise in private chauffeur-driven journeys and personalised discoveries of the Basque Country and neighbouring regions.

My approach begins with exploring destinations on the ground, understanding their character and identifying how they can fit into a rewarding travel experience.

Rioja offers many possibilities, from medieval villages and historic wine towns to contemporary wineries and gastronomic discoveries. The challenge is choosing the right combination and allowing enough time to enjoy it.

A private journey can offer the flexibility to adapt the route to your interests, whether you are passionate about wine, architecture, history, gastronomy or simply discovering places beyond the usual tourist itinerary.

For travellers staying in the French or Spanish Basque Country, Rioja can be a wonderful extension of their journey through northern Spain.

Considering Rioja as part of your next Basque Country trip?

Get in touch with Euskal Motivo to discuss a private itinerary tailored to your interests, travel dates and pace.

Together, let’s create unforgettable journeys.

CGV

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