| Sumario: | Tourism industry has become one of the pillars of economic growth in developed societies. Until the 20th century it did not reach the top of the range in development but a new model is being attended, since the end of the last century. Economic development and social changes have resulted in new types of tourism, destinations diversification, innovative tourism packages, as well as the reappraisal of items which had fallen into oblivion. The transformation has been significant in traditional destinations; but additional areas have put their hopes in becoming desirable resting places for demanding visitors, highlighting natural resources as well as natural and cultural heritage. This is the case of La Rioja. In this paper, a tour through tourism industry of an autonomous region which can serve as an illustrate example of emerging destinations is proposed.
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