1. TOURISM AND LEISURE SCIENCE
AND TECHNOLOGY PARK
ISSUE No. 1/3 2011
2
CONTENTS Enotur: a new tool for
4
Competing wine information on wine tourism
tourism detinations:
La Rioja
This newsletter is published under the aegis of the Wine Tourism
Competitiveness Reinforcement Plan for the province of Tarragona (CENOTUR -
6
Pla de Reforçament de la Competitivitat de l’Enoturisme a les comarques de
Leading wine tourism Tarragona) and co-financed by ERDF Priority 1. It aims to become a leading tool
services for communication in the field of wine tourism, providing strategic information
to local businesses and institutions to aid in the decision-making process and
to promote wine tourism assets. The publication will be offered in Catalan,
Spanish and English to further this objective.
8
Wine tourism in the The newsletter will be published every four months and will provide information
counties of Tarragona on the main wine tourism destinations worldwide as well as examples of good
practices in the industry with detailed information on the wine tourist
destinations in the 6 DOs in the province of Tarragona. It will describe market
10
characteristics and trends based on analysis of a wide array of statistical
sources. Furthermore, the newsletter will summarize any tourism management
The profile of the wine
and policy issues which may affect the sector and recommend any reports or
tourist
studies which may be considered relevant.
Several sources will be used to create the report: local, regional, national and
international wine tourism organizations, including corporate, institutional, and
European wine mixed sources; expert wine tourism blogs; workshops and conferences; travel
tourism strategy agencies; specialized media; observatories; market research companies, and
more.
HIGHLIGHTS
Characteristics of a leading international Studies providing information
PUBLISHED BY:
wine tourism destination: the on the new profile of the wine tourist
Autonomous Community of La Rioja (p. 2) (p. 8)
Diversity of demand profiles and the Europe’s wine tourism strategy (p.
tourist experience, two key elements for 10)
adapting the supply (p. 4)
Primary conclusions of the Vilafranca
Distinctive features of wine tourism in the del Penedès Wine Tourism
province of Tarragona (p. 6) Conference (p. 12)

2. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
2
COMPETING WINE
TOURISM
DESTINATIONS La Rioja
TABLE 1: Comparison of the three La Rioja is considered to be the foremost wine tourism destination in
zones which comprise the Rioja Spain and a world leader in the field1. It encompasses the territories
Qualified Designation of Origin (DOCa).
of the Autonomous Community of La Rioja, but also parts of Álava
No.
municipalities
No.
hectares
No.
wineries
and Navarre. This issue presents what the Autonomous Community
La
118 42,247
305 of La Rioja offers wine tourists and its wine tourism policy
Rioja
Part of
18 13,143 280 The area of the Rioja Qualified con nombre de vino (the land with the
Álava
Designation of Origin (DOCa Rioja) name of wine) are two of the
Part of
Navarre
8 6,570 15 does not precisely match the borders promotions that have helped position
Total 144 61,960 600
of the Autonomous Community of La La Rioja. Other actions taken in the
Rioja. The DOCa also includes some 2005-2010 period include plans to
municipalities in the Basque province stimulate wine tourism clusters such
Source: Regulatory Board of DOCa Rioja. of Álava, and part of Navarre. In fact, as the ones in Haro and Logroño,
although there are relatively few demand satisfaction studies, the
hectares of Rioja in Álava, it has Vinobus, the San Asensio Centro
nearly as many wineries as the entire Sensorial del Vino (Sensory Wine
Autonomous Community of La Rioja, Centre), and open house days at
and has a high degree of wineries. Future policy will follow
CHART 1: Distribution of hotel beds fragmentation (TABLE 1). The DOCa these same tenets. This course was
by category in the Autonomous of Rioja Regulatory Board has defined chosen by the present government’s
La Rioja, 2010.
three distinct areas based on climate, electoral programme, which set out to
boarding 5*
soil composition and location: La Rioja strengthen and maintain the La Rioja
Alta, La Rioja Baja and La Rioja
houses
10.5% hotels wine tourism brand, especially in
0.0%
1 and
2* 4*
Alavesa. These factors have defined foreign markets, and proposed the
hostels
16.2%
hotels the morphology of the vineyards’ design of oenogastronomic, cultural
24.8%
cultivation. The designation may be and nature-based microproducts.
1* 3* the oldest in Spain. It was officially Other projects slated for the long term
hotels hotels
36.9%
recognized in 1925 and received the include the development of the Barco
5.1%
2* DOCa title in 1991. del Vino (wine boat) in Haro and the La
hotels
6.4%
Rioja wine landscape’s candidacy as a
Policy and governance UNESCO World Heritage Site in the
Source: Compiled by author based on data
Cultural Landscape category. Another
from the La Rioja Statistics Institute. The Autonomous Community of La example of La Rioja’s institutional
Rioja’s tourism policy (below) has over commitment to wine tourism is El
the years aimed to strengthen and Rioja y los 5 Sentidos (Rioja wine and
consolidate wine tourism as a leading the 5 senses), a cultural programme
Further information: tourism product. Proof of this can be developed by the regional government
seen in the creation and which since 1996 has promoted wine
Official website of the La Rioja
implementation of the Strategic Plan culture in different areas (wine
Turismo
for the Development of Wine Tourism landscape, literature, theatre, cuisi-
Regulatory Board of DOCa Rioja ne), through activities such as con-
in La Rioja (Plan Estratégico para el
El Rioja y los 5 Sentidos project desarrollo del Turismo del Vino en La certs, lectures, plays and dance. This
El Barco del Vino project Rioja). The regional government and initiative was awarded Great Wine
Vinobus service Rioja Turismo, a public company Capital’s Best of Wine award in 2006.
Museo de la Cultura del Vino founded in 2000, have implemented
Dinastía Vivanco several measures to develop the Tourism product
Tourism enterprises active in
sector, improve infrastructure, and
wine tourism: Riojatrek and create and promote wine tourism Accommodation offered in the
Enoviajes products. In terms of audiovisual community is mainly concentrated in
Wine therapy
materials, the television series Gran camping sites (45.7%) and hotels,
Reserva and the campaign La tierra hostels and boarding houses (46.5%).
Sources consulted:
¹ Cámara de Valencia (2010). El Enoturismo (Wine tourism).

3. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
3
COMPETING WINE
TOURISM
DESTINATIONS
Accommodation in rural areas is vines, and flying over the vineyards in
relatively insignificant (7.8%). a hot air balloon.
The majority of accommodation is in 3 In recent years the number of tourism
TABLE 2: Comparison of wine tourism
in the Autonomous Community of La
and 4 star hotels. (CHART 1). companies has increased, from 9 in
Rioja and the Province of Tarragona. 2006 to 23 in 20103. Although there
One of La Rioja’s differentiating are no specific details, it would be
Autonomous
Community of
Province of features is its specialisation in wine logical to postulate a link with the
Tarragona*
La Rioja tourism products. La Rioja Turismo growth of wine tourism. La Rioja is
5 DOs and
places special emphasis on also home to a number of museums
No. DOs 1 part of DO accommodation (hotels and rural which complement wine tourism,
Penedès
accommodation) that have a including the Dinastía Vivanco Wine
No. hectares 42,247 25,277 differentiated product, whether for its Culture Museum, the Sensory Wine
No. wineries 305 296
location in a wine-growing area, the Centre and the collection of popular
No. visitable
architecture, or services. This unique La Rioja ceramics of Las Bodegas
wineries of 26.1 28.0 group of accommodation makes up Darien.
total (%)
8.6% of the total.
No. hotel beds 4,664 60,255
La Rioja’s key assets, its wineries, are Local demand
No. rural
tourism beds
1,067 2,334 classified into three different types2:
No.
the large estates with traditional late The different sources consulted2,4 are
322,415 808,420
inhabitants nineteenth-century architecture in agreement that demand in La Rioja
No. km2 5,045 6,303 which are taking measures to adapt to is primarily domestic and local, mostly
wine tourism; the small family from Madrid, Catalonia, and the
Source: Compiled by author based on official data from vineyards some of which are Basque Country, and primarily for
the Rioja DOCa Regulatory Board, the DO Penedès
Regulatory Board, the Catalan Institute of Vines and committed to wine tourism; and newer weekend and extended weekend stays
Wine (INCAVI – Institut Català de la Vinya i el Vi), the
Catalan Tourism Observatory (Observatori de Turisme de wineries which have a clear (1.75 days is the average) (TABLE 3).
Catalunya), and others. commitment to wine tourism. These However, in recent years (2006-2010),
*Note: data for the Province of Tarragona is for the DO
Tarragona, DO Conca de Barberà, DOQ (DOCa in Spanish) last are characterized by innovative the number of foreign visitors has
Priorat, DO Terra Alta, DO Montsant and part of DO
Penedès. Data on accommodation, number of designs, sometimes by leading increased by 13.8%. To complement
inhabitants, and square kilometres is for the entire architects. An example of the this more specific data, it should be
province.
commitment of these wineries to the noted that the wine tourism profile in
new business strategy2 is the La Rioja is in line with the profile for all
investment being made to offer new of Spain, i.e. adults who travel in
services and facilities such as wine groups with family or friends, who are
sampling menus in the wineries’ often used as a source of information.
TABLE 3: Distribution of number of restaurants. Their level of satisfaction is high and
tourists in hotels in the Autonomous La Rioja is also home to other they generally do complementary
Community of La Rioja by
architectural resources related to the activities during their stay.
autonomous community of origin,
2010 (%). world of wine, like its calados
(underground wine cellars), Although some of its production is in
Community of Madrid 19.4
guardaviñas (rural buildings similar to other communities, La Rioja has
Catalonia 18.3
other dry-stone constructions in implemented a tourism policy which,
Basque Country 14.6 Spain) and lagares (wine presses). using its long tradition of wine
Community of Valencia 7.3 In addition to offering specific production, specifically targets wine
Aragon 6.2 accommodation, businesses tourism. Its government type (an
Castile and León 5.7 specialising in other complementary autonomous region) and the fact that
activities (wine therapy, etc.) have it has a single DO have been
Source: Compiled by author based on Survey of begun to appear. Some of the favourable factors in the development
Hotel Occupancy of the Spanish National Statistics
Institute (INE). activities on offer include being a of wine tourism in this leading tourist
farmer for a day, sport among the destination (TABLE 2).
Sources consulted:
2
Sistema Riojano de Innovación and Turespaña. La Rioja Alta Innovative Business Group Strategic Plan (Plan Estratégico Agrupación
Empresas Innovadoras La Rioja Alta).
3
La Rioja Institute of Statistics.
4
2010 Spanish National Statistics Institute Survey of Hotel Occupancy.

4. 4
4
ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
MERCATS
GOOD
PRACTICES Leading wine tourism
services
Competition in supply and pressure in demand is forcing the
industry to innovate in wine tourism services and facilities
“The sector not only At a time when there is clearly more must be offered on weekends, both
supply than demand in the tourist morning and afternoon. Personalised
needs to adjust to market, the sector not only needs to service is generally an attraction for
adjust to the market, but also to visitors who are usually in the medium
the market, but also define the specific segment it wants / medium-high purchasing power
to define the to target.” The choice of this segment range. In addition to regular group
will depend on its growth potential, tours, Viña Real (La Rioja Alavesa)
specific segment it prior knowledge, and the investment offers Premium Tours (at a cost of €
wants to target” the company wants to make as well as 25) as well as picnics in the winery’s
other factors. vineyards, and VIP Tours of the Torres
Below are some examples of how Winery for people with some
businesses have been able to deal knowledge of the wine world (at € 235
with changes in the level of demand. for groups of from 1 to 5 people).
These are a few examples of this kind
More demanding visitors of specialization.
Tourists are aware of the wide variety The degree of knowledge that
of options available on the market prospective visitors have is another
through multiple marketing channels element that should be considered
(travel agents, online activities search when developing tourist services
engines, experience packs, etc.). The (tours, tasting courses, etc.).
result of this exigency in the wine The sector needs to ensure that the
tourism sector has been more quality of service is sufficiently high in
languages offered for guided tours, all aspects, everything from tourist
longer opening hours, personalised provision as such to the services and
visits, and a higher quality of service. facilities provided by the destination
In terms of languages, although the (signage, public transport, etc.). This
“Premium Tour of majority of wine tourism in Catalonia was one of the conclusions of a
Viña Real and VIP and Spain is principally domestic, conference held in Vilafranca del
leading tourist destinations focus Penedès2.
Tour of the Torres more on the international market1. It
is worth noting that audio-guided The fact that there is no “Q” (for
winery: examples of
tours of the Torres Winery are offered quality) certification specifically for
specialisation” in seven languages, tours at the wine tourism facilities is important,
Marques de Riscal Winery (La Rioja since this does exist for restaurants
Alavesa) in three foreign languages and rural tourism establishments. This
and at Buil&Giné in Priorat in Russian, situation is due to the relative
demonstrating the potential of this newness of the sector. However,
emerging market. Wineries’ schedules making a standardised certificate
also have to adapt the behaviour of available would provide a competitive
visitors. advantage for the sector.
It goes without saying that service
Sources consulted:
1
Great Wine Capitals, key figures in world wine tourism, 2011.
2
INNOVI and the Vilafranca del Penedès Town Council. Conference entitled “Success of Californian wine tourism due to the cooperation of
companies and institutions” (L’èxit de l’enoturisme a Califòrnia a través de la cooperació dels agents), Vilafranca del Penedès, 14
November 2011.

5. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
5
GOOD
PRACTICES
Discovering new experiences Alta and one in Baix Penedès have
facilities adapted to meet this
“Other segments, This is an activity that is not generally demand.
such as meeting and well known by the general public and
one of the tourist products most 100% online
incentive tourism, associated with the senses and
sensations. Marques de Riscal has The Internet has become the most
and the organization made good use of this concept by important communications media for
of weddings have creating a complex wine tourism both supply and demand. Mobile
model with the help of a great devices provide instantaneous
been identified and architect. Around the winery they have communication when the current and
created a resort with an innovative potential clients find a destination. It
developed at several design which is an experience for the is vital that wineries have a presence
wineries” senses. It includes a hotel of the in social networks so that customers
Starwood hotel chain, three can have more information (videos of
restaurants (one of which recently facilities on YouTube, reviews on
received a Michelin Star), a spa with TripAdvisor, Facebook, and Twitter
treatments based on grapes and wine, pages which offer special deals to
a wine cellar, and a library. However, followers, are a few examples that are
other strategies for smaller budgets, already used in the industry). The
TABLE 1:Evolution of the number of such as the creation of innovative need for this can be seen in a search
visitors to the Marqués de Riscal activities based on the concept of for wineries with Wi-Fi (5 wineries in
winery (2005-2011). developing sensory aspects, may be La Rioja do) as well as the
used in the operation of any winery. personalised services established, for
70,000
60,000 example, between Marqués de Riscal
59,500
A wide range of profiles and its Preferred Customers through
56,000
54,000
the special promotions offered by the
30,000
Although group visits with family and Starwood Preferred Guest Rewards
9,300 friends is the segment with the most Program. Tours are complemented
demand, other specific segments with other activities such as
2005 2006 2007 2008 2009 2010 2011 should also be given consideration. In discovering cultural, culinary, and
Source: general data provided by the Marqués de
the medium term the market share of natural assets of the destination. The
Riscal Public Relations Department. seniors and multi-generational sector is well aware of this facet of the
Note: the new wine tourism complex was inaugurated
in October 2006. families segments is expected to market and most winery websites
increase3. Other segments, such as already offer tourist information about
meeting and incentive tourism and the their region.
organization of weddings, have
already been identified and developed Investing is not everything
at several wineries.
Further information: Although in recent years a number of
Demand for the limited mobility Spanish wineries have made
Marqués de Riscal winery, Rioja segment is another element to significant investments in
Alavesa
consider. On the official Turismo de la infrastructure (Marques de Riscal,
Castello Banfi, Toscana Rioja website, potential customers Ysios, Darien), a winery’s success in
Ysios, Rioja Alavesa can search for wineries that have wine tourism does not necessarily rest
Viña Real, Rioja Alavesa facilities to meet the needs of solely on improving its facilities.
Torres wineries, Alt Penedès disabled visitors. Also, Turisme de Perfecting services, personalised
Catalunya’s Turisme per a tothom treatment, image, and the
Turisme per a tothom, Turisme de
Catalunya
(tourism for everyone) programme has development of new activities are
certified that two wineries in Terra other avenues.
La Rioja Turismo
Sources consulted:
3
World Tourism Organization (WTO), the European Travel Commission, European Cities Marketing, and the University of Vienna
International Seminar on Demographic Change and Tourism, 2010.

6. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
6
OUR TOURIST
Wine tourism in the region
DESTINATIONS
of Tarragona
Ten counties are home to 5 DOs and part of the DO Penedès. This
article presents an overview of the wine tourism industry in this
area
TABLE 1: Comparison of variables in 6 The Province of Tarragona, which
DOs.
their potential for tourism, these
includes the tourist brands Costa “cathedrals” form a distinguishing
Total
No. of
capacity Daurada and Terres de l’Ebre, is feature, as does the unique
No. (hotels and
ha.
visitables
rural
characterized by a remarkable level of architecture of the newer wineries.
wineries
accommod specialisation in the wine industry.
ation)**
DO Eight of the ten counties that make up Differentiating the territory can be
1,888 25
Priorat
the province are part of different wine achieved not only through the
DO
Montsan 1,840 14 designations of origin. Landscapes grandeur of its buildings, but also
t
DO
covered with vineyards are ubiquitous. through the diversity and quality of its
Conca de 4,200 16
21,066 This has led to initiatives such as the wines and the land where they are
Barberà
DO idea to name the Tarragona region the grown. The wine tourism experience
Penedès 4,461 1 País del Vi (the Wine Country). This must not be limited to the inside of the
*
DO area would encompass all of the vineyard; it must also include the
Tarragon
a
6,598 13
territories of designations of origin natural beauty of the surrounding
DO Terra
6,290 18 825
(DOs) in the region. landscape and the rural enclaves
Alta
among its assets. The value of this is
*Note: data for DO Penedès refers to the part within the The number of DOs in the territory is demonstrated by the fact that the
Province of Tarragona.
**Note: data is for municipalities that are part of the DOs. quite high considering its size. It is region’s networks of rural roads are
Source: INCAVI and internal sources of “Think Tank,
Tourism and Leisure Science and Technology Park” (Parc
home to the DOs of Terra Alta, Priorat, often included in the wine tourism
Cientific i Tecnològic de Turisme i Oci). Montsant, Tarragona, Conca de products presented to tourists, and
Barberà, and part of the DO Penedès promoted by specialized wine tourism
(TABLE 1). To these we must also add operators.
the Catalunya and Cava DOs. This
unique situation is the result of the The regions’ unique wines are the
region’s history, landscape, climate, result of its combination of soils,
and soil. However, this has resulted in microclimates, and vine varieties,
DO territories of a size which limits some of which are exclusive to the
their ability to achieve international area. These wines have gained
recognition, unlike larger European international recognition in recent
TABLE 2: Comparison of competing wine tourism destinations such as decades, which has positioned some
European tourist destinations.
Burgundy, Bordeaux, and Rioja of DOs in the territory, especially the
Hectares
Visitable No. (TABLE 2). Viewed in this context, DOQ Priorat, among the most
wineries DOs
creating an integrated wine tourism prestigious in the world.
Burgundy 25,800 349 99
area seems like a very reasonable
Chianti 10,500 313 1 idea. In addition to territory’s attractiveness
as a wine tourism destination, it is
La Rioja 61,960 79 1
Each of the DOs has several important to also emphasize the
El
Penedès
24,248 32 1 distinctive features which help to tourism aspects, which are
Region of differentiate them. However, there are consolidated under the Costa Daurada
25,277 87 6
Tarragona common assets that add value to the and Terres de l’Ebre brands. The
entire territory, including historical region’s long tradition of welcoming
Source: INCAVI and official tourist destination sources. assets, specifically some of the older visitors has fostered a significant level
cellars known as the Catedrals del Vi of expertise, especially on the coast
(Cathedrals of Wine). These are and in the province’s DOs.
Modernista (Catalan Art Nouveau)
buildings from the turn of the last The counties of Tarragona have an
century which demonstrate the enormous potential as an attractive
historic importance of wine growing in wine tourism destination, a resource
the region. From the point of view of for and development of tourism
activity.

7. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
7
OUR TOURIST
DESTINATIONS
The combination of these two key in the markets. The success of a wine
factors is behind the structuring of tourism destination lies in knowing
one of the most promising wine how to adapt its uniqueness and
tourism products in Spain and in ability to receive tourists to a tourism
Europe. The core principles on which project. These wine tourism
this is based and which are being destinations cannot mimic each
applied are as follows: others’ development model. Every
destination has to define its own
 Conditioning supply and model and the level of tourist activity
developing services for visitors in it wants. The different DOs in the
province need to define a joint
the wine region.
development model; this is what has
 Developing qualified personnel to
“The diversity and driven initiatives such as the País del
manage the wine tourism Vi.
number of wine experience, both in the wine areas
and general tourism. The diversity and sheer number of
tourism wine tourism destinations worldwide
 Developing tourist products
destinations... has has encouraged the creation of a
related to wine culture. These
supply structure policy based on
encouraged the include health treatments using generating tourism products that are
wine, already common in spas and easily identifiable by clients, such as
creation of a policy health centres in the region, and its wine routes that are grouped to
of structuring adoption by some local restaurants highlight key aspects of the activity
to showcase wine products. (TABLE 3). Right now, this type of
supply based on grouping is spearheading the
 Implementing marketing and
development of wine tourism
generating tourism communication campaigns, both at
products.
products that are the DO and tourist product level, to
help promote wine tourism TABLE 3: Examples of wine routes.
easily identifiable products among specialized
by clients” tourism operators. Scale Name of route
European Wine
Promoter
Europe RECEVIN
Route
Wine tourism is an activity that has Spain
Wine Routes of
Spain
ACEVIN
seen rapid growth worldwide. But the Catalonia * *
wine growing areas of Europe,
Provincial Lleida Wine Route Mixed association
America, Oceania, and Africa first Turisme Priorat
became leading tourist destinations in Priorat Wine Route (DOQ Priorat+ DO
Montsant)
their local markets and only later Regional La Route The Dijon and
international tourist destinations. Touristique des Beaune Chambers
Grands Crus de of Industry and
Many of these tourist destinations are Bourgogne Commerce
in advantageous competitive positions Municipal
Ruta Postals de
Vinya (Vine
Consorci Promoció
Turística Alt
and have become first choices for tour Postcards Route) Penedès
operators and leaders in potential Source: Compiled by author based on official websites.
markets. This is the result of years of
developing tourist projects related to
the quality of their wine tourism
product. The wine tourism The Excellence in Wine Tourism
destinations of the Province of Awards is a recent local initiative
Tarragona are on different levels in organised by the Business
terms of their positioning in the Confederation of the Province of
domestic and international markets. Tarragona (CEPTA - Confederació
So while some DOs are well positioned Empresarial de la Província de
as important destinations, others are Tarragona).
still in a nascent stage of recognition

8. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
8
STATISTICS
AND MARKETS
The profile of the wine
tourist
The importance of the domestic market and certain segments of
market demand such as women or seniors and the preference for 4-
CHART 1: Primary source of wine star hotels are a few of the defining characteristics of this tourist
tourists by autonomous community.
The wine tourism sector is currently (45.0%). The senior segment (56+) is
conducting studies to determine what also quite significant. For Spain2, the
Catalonia 19.3%
the differentiating characteristics of figures are similar.
Madrid 12.2%
the typical wine tourist are. Below are
Andalusia 9.7% some of the more significant findings In international wine tourism, two-
Community of Valencia 9.7% of two reports on wine tourism at the thirds of tourists are men and the rest
Basque Country 9.4% territorial level. Las cifras clave del women. In Spain, this difference is not
Aragon enoturismo mundial1 (key figures in as pronounced (55.0% men and 45.0%
7.9%
wine tourism) created by Great Wine women). The market for women wine
Castile and León 7.6%
Capital describes the views of wine tourists is proving to be a strategic
industry professionals on new wine segment with growth potential, as is
Source: Compiled by Think Tank (Tourism and Leisure
Science and Technology Park) based on data from the regions across the globe. The Analysis the senior market segment. In the
ACEVIN report 2. of Wine Route Demand (Análisis women’s market, pioneering
Demanda Rutas del Vino) 2 for the first initiatives are beginning to appear.
part of 2010 created by the Spanish The Focus on Woman travel agency3
Association of Wine Cities (ACEVIN - offers trips to Oporto with wine
Asociación Española de Ciudades del tourism activities that target women
Vino) surveyed users of the Wine exclusively. Also, in recent years wine
Routes (Las Rutas del Vino), a wine consumption by women has grown,
tourism product created by the which has led to the creation of wines
association. specifically for this segment, fruitier
wines with less alcohol.
X-ray of the wine tourist
As regards accommodation, 4-star
The market for wine tourism is local. hotels are the most widely-used in
In Spain 80.6% of wine tourists are Spain (28.0%). Houses of relatives and
domestic, with Catalonia being the friends also play a role. Expenditure
CHART 2: Average expenditure by item (in by wine tourists is difficult to quantify,
%). leading source of wine tourists (19.3%
of the domestic market) (CHART 1). as there are important differences
museum
visits accommod According to a report on international between wine tourism destinations
others
2%
11%
ation
36% trends, the proportion of domestic and figures vary widely depending on
tourism is significant, although it is the sources consulted. According to
winery
visits much lower than Spain’s (about Great Wine Capital, tourists in the
5%
40.0%). The largest exporting markets Tuscany and the Napa Valley regions
internationally are the Netherlands, spend a relatively large amount ($210
the United Kingdom, the USA and in Tuscany and $188 in Napa), while
dining
wine Canada. In Spain, the German market expenditure in La Rioja is much lower
35% purchases
11% plays a significant role, making up a ($30). This represents the amount
third of all foreign visitors, while the spent at the wineries, according to
Americans have the same presence as surveys of wine producers. If you ask
the French (12.6%). Depending on the users of Las Rutas del Vino, these
Source: Compiled by author based on data from the origin of the tourists, the car is amounts increase to an average of
ACEVIN report 2.
generally the most common means of €127.10 per tourist (the general
transport (78.8%). average expenditure is 100
euros/day/person4), which is the
Internationally speaking the most expenditure at the destination (travel
significant age group is 36 to 55 not included). This expenditure is
comprised of money spent on
Sources consulted: accommodation and dining (CHART 2).
1
Conclusions taken from vinoturismo.blogspot.
2
ACEVIN (2010). Analysis of Wine Route Demand, 1st part, 2010.
3
http://www.focusonwomen.es/home.php.
4
IET (2010). Survey of Tourist Expenditure. Egatur.

9. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
9
STATISTICS
ANDINNOVACIÓ
MARKETS
In Spain2, wine tourism is generally origin and destination is relatively
done in groups consisting of friends, short, 55% of those surveyed had
work colleagues, or family. The group visited the same destination between
TABLE 1: Comparison of wine tourist and size is usually between 3 and 5 1 and 2 times6. In fact, tourists’
cultural tourist profiles.
people. satisfaction with their experience is
Wine tourists Cultural tourists high, since 92.0% of respondents
Age 36-55 25-34 The primary motivation of tourists has repeat visits. In terms of reservations,
groups (friends,
Companions family)
couples w/o children gone from location and cultural telephone (26.0%) and Internet
Average
stay
1 night 2-3 nights heritage5 to visiting the wineries in the (15.0%) are the two most widely used
Time of stay
weekends and weekends and long area. The most common activities are systems in Spain. Travel agencies do
long weekends weekends
Average closely related to the culinary and not play a significant role. However,
€ 127.1 (upper €135.4 (upper
expenditure
/day
median) median) winegrowing culture of the region: 26.0% of respondents did not make
Sources of recommendations
Recommendations of visiting wineries (20.0%), wine tasting prior reservations.
family/friends and
information of family/friends
Internet (15.0%), and tasting the local cuisine
Activities
tour of wineries
dinning
monuments
dinning
(15.0%). Other complementary The recommendations of family and
wine tasting shopping
activities such as vineyard tours or friends are the most common sources
Destination
score
4.2/5 3.5/5 wine culture museums play a of information (31.5% of the total).
significantly less important role and However, according to the
Source: Compiled by the author from various reports on are also activities seldom offered by international study, destinations use
wine tourist profiles 1,2 and from both the City and the
City Break cultural tourism reports (El Turismo cultural wine establishments according to the different communications channels.
de ciudad/City Break), by Turespaña, 2007. international study (10.0% of European wine tourism destinations
respondents have no museum generally use traditional channels
facilities).The overall score for Las (fairs, brochures, official tourism
Rutas del Vino was 4.21 of 5, with the offices) while destinations in the U.S.,
landscape and hospitality receiving South Africa and New Zealand tend to
the highest scoring. In contrast, use more innovative internet-related
signage, tourist information, and channels and social networks. The
value for money scored the lowest. international market is aware of the
According to ACEVIN the most visited benefits generated by this type of
Spanish destinations are La Rioja, tourism. The most important benefits
Ribera del Duero, Penedès, Marco de of wine tourism are improving the
Jerez, and Toro (Zamora). As far as image and positioning of the winery,
international wine tourism and increased income. Of the wine
destinations are concerned, Burgundy tourism destinations, Napa Valley
“The most important is the best known. However, it seems to have most faith in their
benefits of wine provides no data for leading wine economic viability. A comparison of
tourism destinations like Toscana, the studies shows that the wine
tourism are Oporto, and the Napa Valley. This may tourism product is at an early stage in
improving the image be related to Spanish wine tourists’ Spain. A significant portion of the
familiarity with the products. These demand is domestic, more than in
and positioning of tourists define themselves as other international wine tourism
conventional tourists (44.1%) or wine destinations, a high percentage make
the winery, and enthusiasts (36.0%). no prior reservation, tourists define
increased income” themselves as conventional tourists,
In Spain the estimated average stay is there is a lack of knowledge of other
2.6 days which generally corresponds leading wine tourism destinations,
to weekend and long weekend trips. etc. Despite this, it is a non-seasonal
Internationally speaking, summer product with a high degree of reported
(70.0%) and autumn (15.3%) are the satisfaction, with a level of expenditu-
seasons with the most activity. Since re that is higher than average tourist
the distance between the tourists’ spending, and one that is complemen-
tary to other tourist resources, such
Sources consulted: as culture or dining (TABLE 1).
5
ACEVIN (2010). Analysis of Wine Route Demand, other editions.
6
Users with second homes were not considered.

10. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
10
POLICY AND
GOVERNANCE European wine tourism
strategy
The sector has two strategic documents which constitute the basis
for the development of wine tourism in Europe
TABLE 1: Definition of wine
tourism according to the EU Conducted between 2004 and 2006 which may adhere to the charter,
Charter1. as part of the EC Interreg IIIC South in including the public and private
Tourism and leisure activities order to improve coordination among sectors as well as the inhabitants of
devoted to discovering and the members of the European the wine tourism destinations. It
enjoying wine, wine culture, Network of Wine Cities (RECEVIN), should be noted that some parties
and wine areas the VINTUR project was intended to have described this document as a
promote the exchange of knowledge proposal that only addresses the
and technology, and to develop absolute minimum, and is not
actions to increase the quality of sufficiently demanding.
tourism products on offer. The result
of this project was the development Like any strategic document there are
of the European Wine Tourism certain values that are predetermined:
Charter1 which establishes the the sustainability of businesses
European model for wine tourism, activity and the promotion of local
and the European Enotourism development; the need for the
Handbook2, a report that presents cooperation between the different
the sector’s quality standards. parties; a collective vision; the
promotion of renovation instead of
The European Charter and new construction; the use of local
the Handbook human resources; and enhancing the
quality of life of the local people. The
The Charter defines the concept of document also mentions the need to
wine tourism at the European level manage flows of tourists, anticipating
(TABLE 1) and establishes a joint some corrective measures such as the
strategy for all of the wine tourism use of collective transport, bicycles,
regions in Europe based on the and walking.
definition of objectives and
Adherence to the charter takes the
“RECEVIN’s report commitments of all of the areas
form of drafting a report that could be
involved. The report takes a broad
highlights wine as a view of the sector, emphasizing the
seen as a strategic plan for a tourist
product that concept of wine culture, an idea that
destination comprising a diagnosis of
the situation, the involvement of its
represents a encompasses both the wine growing
members, common strategic
aspects of a territory as well as its
territory and a tourism. In following this philosophy,
objectives, assignation of required
resources, a program of actions, and
culture, going RECEVIN’s report highlights wine as a
evaluation of the results. So far, 78
product that represents a territory
beyond the and a culture, going beyond the
organizations have signed up, 64.1%
traditional concept traditional concept of a quality drink.
of which are Italian and Spanish4.
of quality drinking” This vision and the possibility of The same European project then
using wine as a tool to market developed the European Wine Tourism
tourism is closely linked to the Handbook, which establishes the
findings of the recent wine tourism European Wine Tourism Quality
conference held in Vilafranca del Management System with an eye to
Penedès3. This overarching approach the future European Wine Route
is a result of the wide range of parties project. This document which was
inspired by the European Charter
Sources consulted:
1
VINTUR, European Wine Tourism Charter.
2
VINTUR and DELOITTE (2005). European Wine Tourism Handbook.
3
INNOVI and the Vilafranca del Penedès Town Council. Conference entitled “Success of Californian wine tourism due to the cooperation
of companies and institutions” (L’èxit de l’enoturisme a Califòrnia a través de la cooperació dels agents), Vilafranca del Penedès, 14
November, 2011.
4
RECEVIN, information from the official website.

11. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR 11
ESTADÍSTIQUES
POLICY AND
GOVERNANCE
encourages new ideas, highlighting although there are general
the need to promote the culture of requirements, are determined
wine in all parts of the travel life cycle separately for each subsector. For
(before, during and afterwards) and in example, knowing a foreign language
“La Rioja is one of 9 all aspects of the value chain. It also is considered important for people
highlights authenticity, an important who work in travel agencies and
tourist destinations complementary resource for the wine tourist offices, as is a good
tourism experience and one of the key understanding of the local wines for
in the international values of wineries, which often are restaurant employees. Wine shops
wine tourism oriented towards producing artisan and wineries must have areas
wines for a demanding and specifically for wine tasting with
association, while personalised market as opposed to appropriate glassware, a shop area,
others such as the mass production model. and guided tours by appointment, and
must meet other requirements.
Cambados, Utiel, In order to become a member of the For excellence certification, additional
European Wine Route wineries a body requirements must be met with the
and Montilla are must first adhere to the charter and specific purpose of improving
members of the comply with its requirements. administration (greater dedication
Wineries can also become part of the and decision-making capacity),
Spanish Route of Excellence if they meet increasing services and products
additional requirements. offered at the destination (6 wineries
association,
instead of 10; 5 complementary
ACEVIN” Requirements services, instead of 8), creating and
implementing control systems
Specific requirements have been (creation of wine tourism
established for the public (the region) sustainability indicators), and
and private sectors in accordance developing tools to analyze the profile
with what is offered to traditional of demand. In order to achieve this
tourist and wine tourists, in other last objective, the administrative body
words, accommodations, dining, will create a system to collect
shopping, tourist offices, travel information and generate a wine
agencies, tour operators, wineries, tourist profile which can be
museums, wine interpretive centres, distributed throughout the sector and
TABLE 2: Comparison of members of wine shops, and tasting services and then analyzed. Members of the
different wine tourism associations. courses. Each destination must form business community must also
an administrative body to oversee the undertake to provide data in order to
Presence in
Association No.members Catalonia/Province process of verifying adherence, which achieve excellence.
of Tarragona
must draft a three-year strategic plan Tarragona wine tourism destinations
Great Wine
Capitals 9 NO/NO of action. have a very weak presence in the
(Intl.)
9 countries,
Other conditions, apart from the principal wine tourism associations,
RECEVIN
(Europe)
78 YES/NO logical criteria (being within the DO, with membership limited to Catalan
municipalities
Assembly of
promoting itself, and having an associations (TABLE 2). In contrast, La
European administrative body, a brand and a Rioja is one of 9 tourist destinations in
Wine-
Producing
17 countries by countries logo, and proper signposting), require the international wine tourism
Regions
(Europe)
the destination to have at least six association, while others such as
ACEVIN
84 members wineries that can be visited, for a Cambados, Utiel, and Montilla are
(public YES/NO
(Spain)
entities) minimum of 12 hours per week two members of the Spanish association
days per week, with 5 complementary ACEVIN.
Various sources.
services (two of which must be a
restaurant and accommodation) and These documents, regardless of
the destination must promote a whether or not they complied with a
balanced and reasonable pricing view to joining the charter, may be
policy. useful to the sector, helping to define
The wine tourism products offered, the wine tourism model and quality
system for our region.

12. ISSUE No. 1/3 2011 TENDÈNCIES ENOTUR
SEGON TRIMESTRE 2010-Nº1 TENDÈNCIES
9
12
NEWS AND TALK OF THE
PUBLICATIONS TOWN
Tarragona Restaurant Wine The following are the results of the conference entitled
“Success of Californian wine tourism due to the
From 3 to 18 November, twenty-three restaurants in the cooperation of companies and institutions” (L’èxit de
city and other nearby municipalities offered special meals l’enoturisme a Califòrnia a través de la cooperació dels
accompanied by wines from the 6 DOs at a special price. agents) held in Vilafranca del Penedès in November:
After the success of the first event, the Tarragona  Management of destinations must be comprehensive,
Chamber of Commerce, sponsor of the initiative, has taking all involved parties in the wine and tourism
announced the event will be held for a second year. industries into account, so that tourists do not find
discrepancies between wine and regular tourism in the
For further information please contact Tarragona region.
Restaurant Wine.  Real cooperation between parties who are in the same
destination is needed, setting aside idiosyncrasies and
political aspects.
Dancing wine cellars  Tourists want to experience the destination. Concepts
such as emotion, feeling and learning were the most
With the aim of promoting cultural awareness of the mentioned by the speakers.
Province of Tarragona and artistic projects in the province,  Tourist operators need to adapt to the trend of more
the Regional Cultural Services Department of the demanding clients and meet demand for an
Government of Catalonia proposed this audiovisual increasingly wide range of options. Family, meeting,
project under which dance pieces were recorded on video and incentive tourism segments should be considered.
in six modernist wine cellars in the region.  Quality must be ensured in all areas (accommodation,
dining, complementary services and products,
Further information on the project. transport systems, tourist information, etc.).
 In addition to quality service, training and
professionalism are two other related aspects to be
163,62 euros average expenditure per day considered.
 Resources must be transformed into products.
This is the average amount spent per day by Spanish wine Europe’s rich history and all this entails (its traditions,
and culinary tourists according to the most recent study the cultural heritage of different periods, etc.)
on the matter by Dinamiza Asesores. The report, based on differentiate wine tourism in the “Old World” from
online surveys of more than 7,000 users in early 2010, other regions. However, other less culturally rich
reveals some of the characteristics of this segment, such destinations such as the US, Australia, New Zealand
as average stay and preferred accommodation. and South Africa have been able to maximize their
Expenditure was higher when compared to previous resources to create highly competitive wine tourism
studies, even considering that each study applies a products.
different method (see Statistics and Markets section).  Marketing is one of the sector’s main problems.
Destinations should take full advantage of existing
Full report in Analysis of Wine and Culinary Tourism marketing channels in the wine sector, using the
Demand in Spain (Análisis de la Demanda del Turismo product (the bottle) as an ambassador of the territory
Enogastronómico en España). where it was made.
Science and Technology Park for Tourism and Leisure - Rovira i Virgili University - Vila-seca Campus, +34 977 394 871
info@pct-turisme.cat