wine tourism in spain

Wine tourism: An appealing factor for the MICE sector

In the last few years, Spain and MICE tourism have found in the field of wine tourism the perfect attraction for a professional public also interested in wine and gastronomy. The trend to be interpreted is an upward one in the Spanish sector, which has taken off vigorously since the Covid 19 crisis, a trend which is expected to grow further in the coming years.  

The quality and popularity of Spanish wines abroad along with the liking for this sector in the national market, has allowed enotourism to stand out as an attractive option for corporate events for both Spanish and overseas clients  

What is wine tourism ?

Wine tourism , or enotourism is a tourist activity focused on bringing the tourist close to its origin, discovering the dimensions and activities of the vineyards, learning about its production process, understanding its cultural, historical and natural context, and getting to know the product at first hand in both its gastronomic and geographical setting. 

Enotourism embraces a series of leisure and cultural activities which allow the user to approach the world of wine and its history and traditions of the area where it is produced, defining the winery in a general context which explains its existence.

What are the activities of Wine Tourism?

The most common activity in enotourism is the visit to vineyards and wineries where the wine is produced, later to be served at a wine tasting or festival where the tourist can try not only  each of the wines but also understand the product in depth through its aroma and taste.  

In this way we can discern two phases in wine tourism : that which embraces the product from its origin and production (visits to the vineyards or tours of the wineries) and that which admires the final product (tastings, festivals or private sales) 

Enotourism in the MICE sector

In certain geographical areas of Spain, enoturism is an activity increasingly in demand in the sector of company events, fairs and congresses on both national and international levels. This is particulary so knowing the incomparable setting which the geography of Spain represents for the wine sector: leader in surface are of vineyards (more than 15% of global total) , third country in volume of production and third also in volume of exports. 

It is no surprise to affirm that in the national territory and above all abroad, a strong demand exists for these types of activities, and which the MICE sector can promote by generating a winning combination of both sectors. 

It can do this not only under the umbrella of a culture of gastronomy admired and in demand all over the world , but also by bearing the standard of an example of sustainable economy which in addition favours the development of rural communities and gives an impulse to the local economy. 

This fact is especially important in an area like the Costa Blanca, posessing a great wine-producing tradition in the rural setting of the Baix  Vinalopó, with the Monastrell grape, and in the Marina area with the Moscatel grape. 

Promoting wine tourism via the MICE sector and viceversa , not only improves one´s knowledge of the rural environment of Alicante but it also develops the “ground zero“ or proximity, key for a sustainable economy.

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