'Spain Through Its Wineries': the collaborative model that promotes premium wine tourism and the internationalization of the sector

 

The initiative Spain Through Its Wineries (STIW), driven by the Foro de Marcas Renombradas Españolas (FMRE), presented in Fitur Its new digital strategy and unified offering. The project brings together 32 leading wineries to position Spain as a premium and sustainable wine tourism destination in the international market, fostering business complementarity in the face of competition.

 

Evolution towards a high value-added wine tourism model

 

Under the umbrella of activity 'Spain Brand Experiences', the project Spain Through Its Wineries has consolidated its value proposition geared towards international travelers. During the presentation, which included the participation of Ana Cristina Gozalo, Head of MICE Marketing at Turespaña, and Pedro Vargas, Director of International Projects of FMREThe need to offer a clear and diverse structure of the national wine heritage was highlighted.

 

In a round table moderated by Amaia López de Heredia, director of AkimuThe managers of the participating wineries emphasized the collaborative dimension. María Vecino, Communications Director of Marqués de VargasHe pointed out that "unity is what amplifies the message; this project demonstrates that we are not competitors, but complementary, and that together we can make a difference." España something culturally unique."

 

For its part, Enrique Valero, CEO Abadía RetuertaHe emphasized the paradigm shift in the offering: "We don't sell wine or tours, what they give us is their time, and our challenge is that whoever enters as a visitor leaves as a true ambassador of the experience."

 

Project overview: participating wineries and institutions

 

The project brings together companies with diverse backgrounds but united by quality standards, spanning various autonomous communities. The participating entities and the supporting institutional framework are detailed below:

 

Category	Key Entities and Data
Winery Network (Selection)	Abadía Retuerta, Barbadillo, Bodegas Aragonesas, Bodegas Fundador, Gargalo, González Byass, José Pariente, Marqués de Cáceres, Marqués de Vargas, Matarromera, Méndez-Rojo, Osborne, Pago de los Capellanes, Pagos del Rey, Terras Gauda, Vivanco, Zamora Company.
Other Entities	Fundación Juan Ramón Guillén (only olive oil mill).
Funding and Support	Unión Europea NextGenerationEU, Ministerio de Industria y Turismo (Spain Tourism Experiences Program), Turespaña.
Total Wineries	32 representative wineries.

 

Digitalization and a focus on the MICE segment

 

One of the highlights presented is the redesigned official website, conceived as a shared showcase that allows direct booking with wineries. The platform facilitates exploration through interactive maps and segmentation by experience type, targeting a mid-to-high-income visitor profile seeking authenticity.

 

In addition to holiday tourism, STIW has strengthened its business line for the corporate sector and MICE tourismWineries are positioning themselves as unique spaces for business meetings and incentives, offering infrastructure that fosters "dialogue and the building of trust relationships" in environments that reinforce brand values.

 

Integration into the 'Brand Spain' strategy

 

This initiative does not operate in isolation, but rather forms part of the ecosystem of FMRE along with Spain Designed for FeelingBoth projects share the mission of the activity 'Brand Spain'To provide international travelers with an accessible way to experience the country through its leading brands. The ultimate goal is to reduce the seasonality of tourism and direct visitor flows to less crowded regions, using wine as a common thread.

 

 

Key points and frequently asked questions about Spain Through Its Wineries

What is the main objective of the STIW initiative?
Their goal is to position Spanish wine tourism as a high value-added product, attracting international travelers interested in culture and gastronomy, and promoting sustainable tourism distributed throughout the year.

How is this internationalization project financed?
The initiatives are funded by Unión Europea through the funds NextGenerationEU, managed by the Ministerio de Industria y Turismo within the Spain Tourism Experiences Program, in addition to the support of Turespaña.

What differentiates this model from other wine routes?
It is based on a collaborative model between renowned brands that do not compete, but rather complement each other. Furthermore, it integrates a specific MICE offering for businesses and uses a unified digital platform for the direct marketing of experiences throughout the country.