The International Wine Tourism Fair (FINE) is taking place today and tomorrow in Valladolid, attracting professionals from 26 countries including wineries, hotels, wine tourism regions, tour operators, and travel agencies specialized in this sector.

Alberto Alonso, General Director of Feria de Valladolid, emphasized that FINE organizes its content in various work areas to enhance connections between supply and demand. This year, approximately 2,200 meetings will occur in a contracting market, alongside an exhibition area and a conference space discussing both the current and future states of wine tourism.

Among this year’s new features are national and international destinations like the Slovenian region of Podravje-Maribor, renowned for housing the oldest vine in the world, which is 400 years old, and its appealing “Heart Road” winding through its vineyards.

FINE includes around 140 wineries, hotels, and routes from Spain, Portugal, France, Italy, and Slovenia, covering more than 50 wine regions from Ribeiro to Jerez, Champagne, and Sicily. “FINE is a national event that positions Spain as a wine tourism destination,” said Alonso, highlighting the specialization and professionalism that characterizes the event.

The wine tourism market is booming, with forecasts predicting a global value of $332.5 billion by 2034, according to a study by Future Market Insights. This growth is fueled by increasing demand for unique and memorable experiences tied to the history and culture of wine regions.

This year, FINE has recorded a 22% increase in the number of attending tour operators and agencies, totaling 103 professionals from Europe, Asia, America, and Oceania. The most represented markets include Spain, Portugal, Brazil, and the United States.

The FINE program features conferences, round tables, and workshops focused on the challenges and opportunities of wine tourism. The inaugural lecture has been delivered by Charlotte Fougère, an expert in the transformation of wine tourism destinations, discussing the balance between tradition and innovation in renowned regions like Burgundy.

The first day will conclude with an analysis of wine tourism models in Spain, Italy, and the Algarve region of Portugal. The second day will start with a round table examining the role of wine in wine tourism, followed by a meeting discussing various forms of wine tourism across different regions. Additionally, a meeting for travel agencies will be promoted, emphasizing their crucial role in consolidating wine tourism.

Chelo Miñana, director of the Wine Tourism Master’s at UNIR, will provide a lecture on the importance of these agencies for the sector’s development.

FINE is organized by Feria de Valladolid with support from various companies and institutions, including Turespaña, the Valladolid City Council, and the Junta de Castilla y León, along with prominent wineries from the country. Focused on professionalization and internationalization, FINE stands out as the ideal platform to promote wine tourism and enhance the viticultural wealth of Spain and beyond.