Wine tourism in Spain is experiencing a pivotal moment.After years of growth in visitors and offerings, the sector faces a decisive leap: transitioning from traditional, analog management to a model supported by data intelligence and advanced technologies. This transformation aims not only to attract more wine tourists but also to improve coordination among stakeholders and consolidate wine tourism as a strategic component of Spanish tourism and rural development.
At the same time, A silent revolution is taking place in the way wine tourism is measured, analyzed, and managed. Pioneering doctoral theses, projects driven by tourism administrations, smart destination platforms, and wine tourism intelligence systems such as the Spanish Wine Routes Tourism Observatory are drawing a new map where data becomes the axis of decision-making, always with one key requirement: not losing the authenticity of the wine narrative or the essence of the territories.
The starting point: Spain, a wine-producing powerhouse with a dispersed wine tourism sector
Spain leads the world in vineyard areaHowever, this strength has not always translated into the robust development of wine tourism that one might expect. Until recently, much of the academic and professional research had focused on the visitor experience: what they feel, what they consume, and what they value about a visit to a winery or a wine museum. However, the internal relationships between the various stakeholders that make up a wine destination were hardly analyzed.
The thesis defended in the Faculty of Tourism, University of MalagaThe study, titled “Towards the Governance of Wine Tourism Business Relations through Technology”, delves directly into this gap. Authored by Manuel Velasco Carretero and directed by professors Antonio Guevara and Carlos Rossi, it starts from a compelling premise: Spanish wine tourism suffers from a fragmented organization and a level of modernization that still falls short of what the current market demands.
According to this work, management based on analog models and basic tools It is no longer able to provide effective solutions to the needs of wineries, accommodations, travel agencies, government agencies, and other stakeholders in a wine tourism region. The lack of coordination, duplication of efforts, and absence of a comprehensive vision prevent the full potential of these regions, which possess enormous heritage, landscape, and cultural value, from being realized.
The importance of this research is reinforced by its academic context: It is part of an inter-university doctoral program Twelve Spanish universities are collaborating on the project. The evaluation panel includes representatives from the universities of Vigo, Girona, and Málaga, reflecting the national scope of a project that aims to extend far beyond the strictly academic sphere and serve as a reference for the design of public policies and business strategies.
The Dynamic Collaborative Wine Tourism Ecosystem (CDWE) model
The core of the thesis is structured around a model Dubbed the “Dynamic Collaborative Wine Tourism Ecosystem” (DCE), its objective is to overcome the isolated operation of each company or institution and create a network where collaboration takes precedence over uncontrolled competition. Instead of several separate pieces, the aim is to build a coordinated mechanism that functions as a living and adaptable system.
To arrive at this model, A triangulation methodology was applied It combines different approaches: a quantitative analysis with 356 entities in the sector, a qualitative phase with a committee of experts, and a participatory research stage structured around strategic workshops with local stakeholders. In this way, it is not just a theoretical proposal, but also incorporates the practical perspective of those who experience wine tourism firsthand.
The EECD is structured around a “Nexo” coordinatorA central figure acts as a driving force and meeting point for all participants. The thesis proposes that this Nexus adopt the legal form of an Economic Interest Grouping (EIG), a tool that allows companies and entities to collaborate while maintaining their own identity, but sharing resources, information, and strategies.
This AIE would be called upon to manage in an integrated manner a “Smart Wine Tourism Hub”In other words, a unified technological platform would optimize reservations, data, joint promotion, and, in general, all commercial and operational relationships between wineries, hotels, rural accommodations, agencies, wine routes, and public administrations. The purpose is clear: to organize and professionalize the interaction between all components of the wine tourism destination.
The EECD model, moreover, It is not limited to the wine sectorThe work itself indicates that it is versatile and scalable, so it could be transferred to other tourism frameworks with similar cooperation logics, such as certain sections of the Camino de Santiago or territorial clusters of cultural and gastronomic tourism, and even adapted to countries like Italy or France with comparable wine-growing realities.
Generative artificial intelligence and the authenticity of the wine narrative
One of the most innovative sections of the thesis is dedicated to the role of the generative artificial intelligence in wine tourismFar from taking a technophobic stance, the study suggests that this technology can be a powerful ally, provided it is used judiciously. The key is that AI should not obscure the true identity of wineries and regions, nor generate fabricated narratives that betray their history.
The author argues that artificial intelligence should function as “a lens that reinforces the veracity of the historical narrative and not a mask”In other words, generative tools can be used to improve communication, adapt content to different languages, personalize recommendations, or enrich the narrative, but always based on rigorous data and stories, faithful to the memory of the territory and the wine culture.
In this regard, the thesis proposes a very relevant step: to recognize the veracity of the tourist narrative as an official, regulated quality criterion. Just as accessibility or safety is measured, the proposal is to establish standards that guarantee that the content offered to visitors respects the history, traditions, and identity of wine-producing institutions, without resorting to fictions or exaggerations that could erode trust.
This approach makes particular sense in a context where Generative technologies allow the production of large volumes of content. In a short time. Without an ethical and quality framework, the risk of wine tourism communication devolving into generic, impersonal, or outright false messages is very real. Therefore, this approach places authenticity as a pillar as important as innovation itself.
From a practical point of view, integrating generative AI into a Smart Wine Tourism Hub can facilitate specialized chatbots, personalized travel assistants, or virtual guides that help wine tourists organize their visit, book, learn more about wines and the landscape, or discovering complementary activities. But always under that premise: to reinforce the truth of the heritage, not to replace it with a manufactured postcard.
Wine tourism as a driving force against depopulation and guardian of heritage
Beyond the technological layer, the research underscores the role of wine tourism as lever for sustainability and rural developmentWine routes and wineries that open their doors to visitors generate direct and indirect employment, and support complementary businesses (restaurants and local shops, crafts, cultural activities) and reinforce the rootedness of the population in regions with demographic risk.
Wine tourism is also revealed as a shield against the loss of intangible heritageWinemaking traditions, farming practices, harvest festivals, vineyard knowledge, and the care of rural landscapes. By incorporating these elements into the tourist experience, they are given economic and social value, and the likelihood of their preservation increases.
However, the thesis warns of an essential condition: if the poor digital connectivity of many wine-growing areas is not resolvedThe modernization plans will remain just that—plans. Implementing a Smart Wine Tourism Hub, working with big data, or deploying artificial intelligence tools requires a minimum broadband infrastructure and coverage that is not yet guaranteed in many areas.
The text focuses on the rural connectivity gap as critical infrastructure to retain population and ensure the competitiveness of businesses. A wine tourism destination without good connectivity will find it difficult to integrate into smart platforms, sell online, use real-time booking systems, or take advantage of advanced analytics tools.
Therefore, moving towards wine tourism supported by data intelligence also implies that rural digitization public policies Accelerate the arrival of quality networks to all wine-producing regions. Without this "digital zero kilometer," discussing Smart Enotourism Hubs and collaborative ecosystems becomes much more complex.
The digital model of wine tourism integrated into the Smart Destinations Platform
Alongside academic work, the Spanish tourism administration has promoted a specific use case on wine tourism within the Smart Destinations Platform (PID), coordinated by Segittur. This project focuses on the “Analysis, design and development of a digital model for wine tourism in Spain and its testing in two destinations” that are already a reference in this activity: Jerez de la Frontera and Logroño.
The starting point is a detailed diagnosis of the state of wine tourism In Spain, the project examines the challenges and needs for more efficient management. Among the main challenges identified are the need for an advanced governance model at the national level, the generation of broader and higher value-added demand, the diversification of supply, and the integration of the entire wine destination ecosystem under a common approach.
This initiative also aims improve the tourist experience Through digital solutions, we aim to foster the development of human talent in destinations and companies, promote the digitalization of the sector, and, above all, generate much more precise market knowledge. The idea is that decisions should be based not on intuition, but on systematically measured indicators.
To achieve this, the project proposes to identify the key sources of information and data and to design a specific impact measurement model for wine tourism destinations. The result is a Business Intelligence tool that allows for the clear and up-to-date visualization of variables such as demand behavior, economic impact, visitor flows, seasonality, and promotional performance.
A distinctive feature of this project is its participatory methodologyThe model is not designed in an office, but rather in collaboration with wineries, wine routes, public administrations, sector entities, universities, and other key stakeholders. Through workshops and working groups, needs are gathered, proposals are compared, and opportunities for improvement are identified so that the model truly reflects the realities on the ground.
Validation in pilot destinations and a commitment to specialized training
To verify the viability of the designed model, It has been tested in Jerez de la Frontera and LogroñoThese two destinations already boasted a well-established wine tourism sector and are part of the Smart Tourism Destinations Network (DTI). By applying digital tools and a data-driven approach there, lessons are learned that can then be extrapolated to other wine-producing regions.
The expected impact encompasses both destinations integrated into the DTI network as well as to the entire business and institutional ecosystem that gives life to wine tourism. The results will be presented to these stakeholders to facilitate their incorporation of the conclusions and improvements into their own strategies, fostering a multiplier effect.
In addition, the project includes a in-depth study of the training offer in wine tourism which is taught in Spain. Programs, content and levels of specialization are analyzed with the aim of detecting shortcomings and opportunities to strengthen the skills of professionals, both in wineries and in destinations and management entities.
As a result of this analysis, the following is proposed: definition and development of specific curricular profiles in wine tourism, that respond to the real needs of the sector in the medium and long term. We are talking about professionals capable of combining wine knowledge, tourism management, digital marketing, data analysis, and coordination skills among a wide range of stakeholders.
This commitment to training aligns with the idea that the quality and competitiveness of the wine tourism offer They don't just depend on having beautiful vineyards or prestigious wines, but also on having teams with an innovative mindset, a data orientation, and the ability to work collaboratively within complex ecosystems.
The digitized Tourism Observatory of Wine Routes of Spain
A decisive step in data intelligence applied to wine tourism has been taken by Spanish Association of Wine Cities (ACEVIN) with the digitization of the Spanish Wine Routes Tourism Observatory. It is the only tool in the country that carries out periodic, systematic and verified measurements on wine tourism activity, with a broad and representative population framework.
Thanks to the funds Next Generation USWithin the framework of the Recovery, Transition and Resilience Plan, and specifically the "Tourism Experiences Spain" program, ACEVIN has completed a technological transformation process that converts its former Observatory into a true Wine Tourism Intelligence System. The investment exceeds €300.000 and incorporates advanced solutions for data collection, integration, and analysis.
Traditionally, this Observatory produced two major annual reportsOne study focused on supply and the other on demand. These studies included key indicators such as the number of visitors to wineries and wine museums, the typical profile of wine tourists, their average spending, and the overall economic impact of Spain's Wine Routes. This data is considered official by the State Secretariat for Tourism and TURESPAÑA.
With the new digital platform, the system takes a qualitative leap: It offers real-time statistics to the main players in the sector, guaranteeing accurate, complete, reliable, and constantly updated information. This allows for much faster decision-making, the detection of emerging trends, the evaluation of the results of promotional activities, and the adjustment of offerings based on observed behavior.
Furthermore, the Observatory expands its scope beyond supply and demand, generating reports on sustainability, online reputation, digital wine tourism offerings, web traffic, social media and mobilityThis creates a much more complete dashboard of how wine tourism behaves in Spain, both within and outside the physical environment of the routes.
A collaborative and replicable wine tourism intelligence system
To implement this Wine Tourism Intelligence System, ACEVIN has collaborated with Eurecat Technology Centre, a leading European organization in innovation and data analysis, and of Experiential Value, specializing in the intelligent integration of large volumes of information related to the management and promotion of tourist destinations.
One of the most striking elements of the new Observatory is the high number of actors involvedMore than 2.800 users, including ACEVIN, wine routes, wineries, museums, and accommodations, participate in this data ecosystem. This critical mass makes the platform an exceptionally rich source of information, where each stakeholder contributes and, at the same time, benefits from collective intelligence.
The system integrates multiple relevant data sourcesThis creates a highly valuable environment for those managing destinations or businesses. It's not just about visitor numbers or bookings, but also about digital behavior metrics, perceptions expressed on social media, environmental indicators, and mobility patterns, among others.
Thanks to this diversity and the national coverage of Spain's Wine Routes, the platform offers a a true and complete picture of Spanish wine tourismbecoming an international benchmark. Participants can compare their individual results with the global data of the product club, identifying strengths, weaknesses, and opportunities for improvement in their strategy.
ACEVIN itself highlights that this project not only strengthens collaboration between stakeholders, a trait that is in its DNA, but also It proposes a replicable model for other tourism sectors anywhere in the world. The logic of integrating data from many stakeholders into a shared knowledge network can be adapted to other products such as gastronomic tourism, industrial tourism, cultural routes, or nature destinations.
With this tool, the Wine Routes of Spain brand positions itself in the vanguard of wine tourism innovationbetting on collaborative data analysis as an engine for sustainable growth. It is a clear example of how well-targeted European funds can accelerate the transition towards smarter, measurable tourism management that is aligned with current challenges.
Taken together, the combination of collaborative governance models such as the EECD, national platforms such as the PID, the digitization of the ACEVIN Observatory, and the responsible incorporation of generative artificial intelligence is redefining wine tourism in Spain: a sector that is no longer content with offering visits to wineries, but aspires to build smart, connected and authentic ecosystems, capable of sustaining rural development, protecting their cultural heritage and competing in an increasingly demanding global market.
