FINE, the event for wine tourism professionals, presents its fourth edition in Jerez de la Frontera

FINE, the event for wine tourism professionals, presents its fourth edition in Jerez de la Frontera

To be held at Feria de Valladolid on March 1 and 2, 2023.


Feria de Valladolid is preparing the contents of the fourth edition of FINE #WineTourismExpo, the event for wine tourism professionals to be held on March 1 and 2, 2023. Wineries, destinations, tour operators and national and international agencies are the target audience of this event.

The general manager of Feria de Valladolid, Alberto Alonso, has presented in Jerez de la Frontera this contracting market, accompanied by the general secretary of the Federation of Bodegas del Marco de Jerez, Patricia de la Puerta, and the president of the Wine and Brandy Route of the Marco de Jerez, César Saldaña.

"FINE was born with the aim of being a place of business, to promote trade relations between the wine regions of Europe and the main international tourist markets. And four years later, we maintain that line of work, now backed by the results of the events held," Alonso explained.

This form of tourism, which combines culture, heritage, wine, gastronomy and experiences, is showing a clear upward trend, although Spain is still far from the figures of France and Italy in terms of wine tourism visitors. The data prior to the pandemic placed the Wine and Brandy Route of the Marco de Jerez as the first national destination, with more than 500,000 visitors, according to the ACEVIN report.

The heart of FINE is the contracting market, which brings together wineries, hotels, destinations, tour operators and national and international travel agencies. "In the last edition, held last March, we had the participation of 70 buyers from twelve countries (Great Britain, the Netherlands, Brazil, Canada, France, Portugal, Belgium, Italy, Germany, Spain, Sweden and the United States) who conducted more than 2,200 interviews with the 120 wineries, routes and hotels from Spain, Portugal and Italy that attended," added Alberto Alonso.
Quality experiences, nature and groups are the segments that arouse the greatest interest among buyers, to which the demand for incentive travel and event organization has recently been added.

FINE is committed from the outset to an international profile, both in supply and demand "because the challenge is to contribute to the positioning of the Iberian Peninsula as a wine tourism destination of world reference, hence the relevance of the Portuguese market, with the presence of wineries from the different wine regions of Portugal".

The exchange of knowledge is another of FINE's hallmarks, and in each edition the best experts participate to analyze the present and future of wine tourism globally, addressing areas such as the creation and development of new products, marketing, data analysis and the role that MICE tourism can play in this field. The president of the Marco de Jerez Wine and Brandy Route, César Saldaña, was one of the speakers at the 2021 edition.

FINE is the pioneering event in Europe dedicated exclusively to wine tourism professionals. From the beginning it has been supported by emblematic wineries, territories, public institutions and professional associations of the sector.

The characteristics of wine tourism make it necessary for private companies and public entities to work together, a collaboration that is also materialized in FINE.

Companies and institutions collaborating with Fine #WineTourism Marketplace:

Retuerta Abbey
Dehesa de los Canónigos
Pago de Carraovejas

Valladolid City Council
Valladolid Provincial Council
Government of Castilla y León

Spanish Wine Federation

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