On the morning of January 17th, Fitur hosted the presentation of Spain Through its Wineries, the brand behind a new tourist offer resulting from the union of some of the most outstanding Spanish wine producers. Promising tourists an innovative and more comprehensive product than those available in the past, it aims to generate a new source of wealth and tourist attraction based on three pillars: sustainability (environmental, economic and social), the reduction of tourism seasonality, and rural development.

The presentation was attended by José Luis Bonet, president of the Leading Brands of Spain Forum and Freixenet, Santiago Vivanco, president of Spain Through its Wineries and the Vivanco Foundation, Yolanda Perdomo, director of the World Tourism Organization Affiliate Members Program, Antonio Nieto, deputy general manager for Cooperation and Competitiveness at Spain Secretary of State for Tourism, and Carlos Espinosa de los Monteros, High Commissioner for Marca España.

“We offer a unique experience,” said Santiago Vivanco, who spoke at the event. The main point of differentiation is that this is the first time in Spain that tourism products are being jointly marketed and sold to enable travelers to discover Spain through the lens of the 31 wineries that will host them.

The project is the result of a partnership between the World Tourism Organization and the Leading Brands of Spain Forum, which are spearheading this initiative to position Spain as an international benchmark for wine tourism. “Spain is sixth today on the global ranking of wine tourism destinations, and our goal should be to position ourselves among the top three in the coming years,” said José Luis Bonet during his speech.

Spain Through its Wineries also has the support of the Secretary of State for Tourism, as confirmed by Antonio Nieto at the presentation of the project. For his part, Carlos Espinosa de los Monteros expressed his support for the program and congratulated everyone who has worked to bring it to fruition.

This new tourism offer brings together nine of Spain’s most important wine producers: Barbadillo, Bodegas Familiares Matarromera, González-Byass, Grupo Freixenet, Osborne, Pagos del Rey (Grupo Félix Solís), Ramón Bilbao (Zamora Company), Terras Gauda and Vivanco, which, along with Innova Taxfree, an honorary partner and promoter of the project, make up the nucleus of companies leading this project. During her speech, in addition to the participating companies, Yolanda Perdomo praised the people who “have come together to do something great and ensure the project’s success.”

Other members of this development group include companies committed to the expansion of domestic tourism with high added value, such as Cajamar, Guillén Foundation / Hacienda Guzmán, Paradores, Gastropass and Madison.

Spain Through its Wineries has its own stand in Hall 9 at Fitur and a calendar full of activities throughout the fair.

You can find more information about the project and the experiences it offers at: https://www.debodegas.com/

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