Ur SL and Troka Abentura SL, sums that multiply
Ur SL and Troka Abentura SL, sums that multiply
Troka Abentura has been working directly on active tourism activities and adventure sports in the Basque country for the last 20 years. We can consider ourselves as one of the landmark companies in the sector. Over the years, and currently, we are working on proposals and adventure programs for schools, for families, multi-adventure activities for groups of friends, … a wide range of activities and experiences enjoyed by thousands of people who visit the Basque Country and decide to participate in our activities.
Like seasoned adventurers, a few years ago now, we started a new journey, thinking, reflecting, we saw ourselves prepared and took the decision to start working methodologies and proposals aimed at company events, activities for companies and experiences for companies. New challenges, new energies, new methods, new ideas, we were looking for innovation in the products and services. All of this has been one of our key or principal lines of work over the last few years.
On this path, like in the mountains, we came across people who followed the path up to the summit. We began talking, sharing experiences and exchanging anecdotes. We realised we were not alone, that there are others that work in the same way, that have similar experiences, sharing the same point of view, a way of portraying our country to those that visit, similar methods of working, a shared understanding of the region, of living the active tourism sector – natural tourism.
Like in many relationships between people, there is always a starting point, a ‘spark’ that turns into something that starts to shine. There is always a moment when, in a more or less human way, between two companies the ‘and why not?’, ‘shall we give it a go?’, ‘does it really work?’ happens.
And this is where we are at, where active tourism companies with experience like UR and TROKA have taken the step to jointly analyse their strategy looking at MICE tourism, tourism for companies, events and incentives.
After more than a year of reflecting, meetings, analysis, gatherings, trials, teamwork, strategy development, comparisons, brainstorming … a lot of work that often takes time to shape into something defined, we are finally there and we are ‘on fire’.
What is emerging is an entity which is the multiplication of services from both companies, but not only that, it’s not only services but also ideas, methodologies, new proposals. They are spaces and places for events, they are contacts with companies, with receptive agencies, hotels, venues and with other companies in active tourism.
Two companies once seen as competitors in this sector are now working together. We have created a work dynamic that shapes us as a human group pulling in the same direction, looking for new experiences and activities for companies in a growing MICE tourism sector in the Basque Country.
As two companies coming together, having validated each other’s work, we recognise that by combining our resources and possibilities we will reach places previously impossible to get to. Moving on from seeing ourselves say ‘not possible’ to being empowered to say ‘Yes (Bai)’. We achieve the positive factor needed by the sector and take on the challenge of working to reach it, to put a ‘yes’, a ‘BAI’, as part of our dynamic and in our projects.
And speaking of challenges, these are the ones we set out to deal with as a new entity and using the same words, how we present ourselves to the pubic.
Provide an Active Tourism product related to culture and Basque sports, aimed at the MICE segment, with a referential trademark.
Place the MICE product offered by Basque Country’s very own businesses at the forefront of potential companies that come to carry out activities in the region; offer local people to show the best from here.
Create a line of important collaboration to best position the MICE products with collaborators, products and local services. We also think about the entire sector and its wider context.
Create a working team centred on market research and innovation that permits us to develop new activities aimed at the MICE segment.
Initiate tools for the marketing plan designed during the analysis phase (brand, web, social networks, catalogues, etc.). Together, be able to get to places where alone was previously impossible.
All of this from an area of active tourism and nature tourism, which in the end forms the backbone of our proposals and dynamics.
An adventure that counts on the support of institutions like the Diputacion Foral de Bizkaia (the Bizkaia County Council) through the Elkarlanean programme, that serves to set deadlines, design the dynamic and strategy. Support that is also perceived from other public institutions and private companies that day after day encourages us to continue adding, to continue multiplying.
This is also good news for activities offered for companies in Bilbao, Gasteiz, Donostia, Urdaibai, Lea, Artibai, Uribe, Getxo, Enkarterri, Bizkaia, Gipuzkoa, Araba, Rioja, Alaves, in a nutshell, all the destinations in the Basque region.
It provides good opportunities as well for collaboration for the multiple spectacular places that exist in our country and that can offer accommodation to these types of events, meeting centres, museums, hotels, restaurants, local landmarks, wine cellars, cider estates, Txakoli wine cellars and all those that we slowly want to begin working with and building attractive proposals for MICE tourism, interesting for all of us.
Finally, we’d like to give thanks that to all our staff, from both companies, for the effort they are putting into the development of this initiative. And to the directive teams in facilitating in the collaboration, honestly, this makes things much easier.
We continue working and are sure we will meet each other on the way, BAI noski! (Of course!)