The keys to how Spain will promote wine tourism
26 March, 2025The International Wine Tourism Fair (FINE 2025) held at Feria de Valladolid, introduced some of the concerns about wine tourism with the main actors of the sector in Spain, who defined, among other things, some of the keys to successfully “sell” wine tourism from the local to the global level with the support of the digital environment.
Charlotte Fougère, president of Calice Hospitality and Wines, has highlighted the power of attraction of interactive content on the internet to promote the wine tourism experience. “Interactive content has become key to promoting your experience. For example, it is very interesting to see how they do it in China. There, if you go to a website, you will most likely have a virtual tour of the property,” she said.
It is a way of raising awareness of the experience that is already making inroads in Europe, she says. “We are seeing these kinds of technologies coming to Europe. I am not saying that everyone should have a virtual tour, as we like authenticity and proximity, but it is a way to connect with visitors over long distances”. Fougère also stressed the importance of strategic partners and good product distribution.