Puebloastur, a luxury hotel located in Cofiño, Parres, owned by the Asturian-Mexican group Nature, has become the first Asturian establishment selected by Forbes Travel Guide.
The recognition, in the "Curated" category, not only awards the hotel but projects Asturias as an international luxury destination based on authenticity, nature and local culture.
With a decade of experience and recently elevated to five-star Grand Luxury status — the first in Asturias — the hotel represents a new standard of excellence for the region.
Forbes Travel Guide is one of the world's most prestigious independent authorities in luxury hospitality, with inspectors evaluating anonymously and in person, applying up to 900 criteria. The selection of Puebloastur in the "Curated" category places the Asturian hotel in the company of establishments such as Bless Hotel Madrid, Four Seasons Hotel Madrid, JW Marriott Hotel Madrid, Hotel Arts Barcelona, Nobu Hotel Marbella and Six Senses Ibiza. This is the first time an Asturian hotel has been included in the guide, marking a significant milestone for the region's positioning in the international luxury market.
The hotel is part of Grupo Nature, led by the Asturian-Mexican Tomás Álvarez Aja, which accumulates more than 15 years of experience in the luxury segment, including the management of restaurant services on luxury tourist trains. The group has four hotels in Asturias. According to the hotel's directors, Ricardo Silvestre and Begoña Álvarez, international operators already demanded this category to include the establishment in their commercialisation circuits. The typical client of Puebloastur is predominantly international (85%), seeks genuine experiences, and finds in the hotel not only accommodation but the gateway to Asturias: the landscape of the Sueve mountain range and the Picos de Europa, Asturian hospitality, wine from the Palacio de Nevares winery — with the "Orígenes, el Norte del Norte" experience — and art, with a permanent collection featuring works by Dalí, Picasso and Miró, plus the impulse of Arteastur with an exhibition open this month.
Puebloastur directors:A hotel can be the protagonist of a recognition, but the true strategic value lies in what that recognition projects onto the destination.
Asturias does not compete for urban luxury, sun and beach or holiday resort. It enters with its own category: luxury of nature, authenticity, security, the north, wine, art and local customs.
The recognition by Forbes Travel Guide is significant not only for the hotel but for what it signifies for Asturias as a destination. As the directors of Nature group emphasised, the region is not competing for the same type of luxury as the Mediterranean coast or major urban centres. It enters the market with its own category: a luxury defined by nature, authenticity, safety, wine, art and local culture. This distinction is not a marketing claim but a reflection of the qualities that Puebloastur offers to its international clientele: a setting that combines the landscapes of Sueve and the Picos de Europa with an artistic collection of global significance and a culinary and wine offering rooted in the region's traditions.
PUEBLOASTUR: FORBES-SELECTED LUXURY HOTEL
› Recognition: First Asturian hotel selected by Forbes Travel Guide (Curated category).
› Category: Five-star Grand Luxury — first in Asturias.
› Ownership: Grupo Nature (Asturian-Mexican), four hotels in Asturias.
› Client profile: 85% international, seeking genuine experiences.
› Art collection: Works by Dalí, Picasso, Miró — permanent collection.
› Setting: Sueve and Picos de Europa landscapes, Palacio de Nevares winery.
This recognition by Forbes Travel Guide reinforces the positioning of Asturias as an international luxury destination — a trend that directly impacts the premium property market. InasTour, acting exclusively as a buyer's agent, assists international clients in identifying properties in areas that embody this new category of luxury: authenticity, nature and local culture — from rural estates near Parres to homes with views over the Sueve and the Picos de Europa, where the qualities that Forbes has recognised in Puebloastur are also present in the residential market.
The selection of Puebloastur by Forbes Travel Guide is not an isolated accolade. It reflects a broader recognition of Asturias as a destination that offers a distinct form of luxury — one based not on ostentation but on authenticity, landscape, art and culture. As the hotel's directors noted, the real value lies not in the recognition itself but in what it projects onto the destination. For international buyers, this projection is a signal: Asturias is not only a place of natural beauty but a region that meets the highest standards of international excellence. The presence of Puebloastur alongside the world's leading luxury hotels places the region in a new category — one that is likely to attract increasing attention from discerning investors and residents alike.