Amurrio is home to a population of approximately 10,000 residents. The city is part of the larger Álava province and reflects the broader demographic trends of the Basque Country, with a strong emphasis on Basque language and culture. The population is primarily Spanish-speaking, but Basque is widely spoken and celebrated, with many residents being bilingual.
The city has seen steady growth in recent years, particularly due to its strategic location between major cities like Bilbao and Vitoria-Gasteiz. While the population is predominantly local, Amurrio has also attracted people from other parts of Spain and Europe, contributing to its diversity. This blend of local tradition and modern influences gives the city a dynamic and welcoming atmosphere for visitors.