In this post I will write about the Wine Routes in Spain, it is an extract of my Bachelor Thesis:
The Association of Wine Cities (ACEVIN) is responsible for organizing, certifying and controlling the network of wine routes in Spain. It was created in 2001, with the support of the General Secretariat of Tourism of Spain. As time has passed, more wine routes have been joined. Nowadays, there are 23 certified routes listed and located on the map below.
The Association of Wine Cities (ACEVIN) is responsible for organizing, certifying and controlling the network of wine routes in Spain. It was created in 2001, with the support of the General Secretariat of Tourism of Spain. As time has passed, more wine routes have been joined. Nowadays, there are 23 certified routes listed and located on the map below.
Source: ACEVIN
It is an extensive network of collaboration between different private companies and public bodies. The main objectives of The Wine Routes of Spain are:
· Improve the competitiveness of the wine industry and its environment.
· Encourage communication and information (cultural,
scientific, technological and economic) between the cities that are part
of the association and create events to develop the exchange of
information
· Cooperate with RECEVIN
Thus,
the wine is treated as a centralized hub of the tourism product, which
must manage the relationship of authenticity that exists with the
culture and cuisine; experiential management with respect to culture and nature. Maintain quality and innovation, while experiences become the products that are offered to tourists, is one of the keys that will make a Wine
Route succeed.
Tourist
arrivals to the various wine routes has increased year after year, here
are the data of tourist arrivals to wineries belonging to the Wine
Routes of Spain in 2013 (Report of visitors to wineries associated to the Wine Routes of Spain, 2013. Made by the Spanish Association of Wine Cities (ACEVIN))
Source: ACEVIN
Analyzing the data from the above chart we can highlight a 18.08% increase in the number of visitors in 2013 compared to 2012; the highest increase since 2009. These are positive data for the sector that grows year after year and has become one tourism complementary tourism activity in Spain complementary to the existing ones. However, the associated number of wineries has been reduced in the last year.
The Wine Routes with more tourists in 2013 were El Penedes with 435,358 visitors, and Ruta del Vino and Brandy de Jerez with 431,472 visitors. These regions are benefiting from its proximity to tourist sites such as Barcelona and Seville.
ACEVIN performs segmentation based on the motivation of tourists leads to three different types of wine tourists. Segment 1 are general tourists, their main motivation is not wine tourism, it is a complementary activity. They need clear information as their knowledge about the world of wine is very small. They represent 55% of the tourism demand.
Segment 2 are tourists interested in wine and the region, as well as the overall economy, consider a visit to the winery complementary to something. The tourist is interested in wine, more knowledgeable and has made other trips to other wine regions. Represent 35% of demand.
Finally, segment 3 are the winemakers tourists, have a very high interest in wine and everything around you are interested in visiting various wineries from different wine regions. They select their vacation in relation to oenological activities that can be performed. Represent 10% of demand.
Reinforcing the above, according Niumba, wine tourism is constantly growing, and 70,000 tourists choose the wine holiday mode. It is a type of tourism affordable to everyone, with different price levels and with a wide complementary offer. During 2014, the most popular wine destinations were: Logroño (La Rioja), Jerez de la Frontera (Cádiz), Ezcaray (La Rioja) and Haro (La Rioja); belonging to renowned wine regions such as DOCa Rioja and the Brandy de Jerez.
An important development was the creation in 2005 of the Association of Wine Museums of Spain, where all the museums related to the wine world meet, and whose purpose is the promotion and expansion of the culture of wine, while areas where they are located. 34 organizations including museums, wineries and wine interpretation centers are grouped.
In the world of wine, there are two examples of wineries that have taken advantage of their resources and have become national reference: Bodegas Marqués de Riscal and Bodegas Osborne.
Definitely a sector with great potential, and still has to do many things to grow and keep on developing.
Soraya Meinema
