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The Chair of Agrotourism and Wine Tourism of the Canary Islands of the ICCA and the University of La Laguna, keys in promoting this vision
In a global context where tourism seeks to satisfy the demand for authentic and enriching experiences, wine tourism emerges as a unique opportunity for Canary Islands. Through a well-defined strategy, based on five fundamental pillars, Gabriel Santos García, deputy director of the Chair of Agrotourism and Wine Tourism of the Canary Islands of the Canarian Institute of Agri-Food Quality and of the University of La Laguna, proposes a vision that integrates identity, territory, offer, training and promotion to strengthen wine tourism in the archipelago.
In this sense, the first pillar of this strategy focuses on the creation of a solid identity for wine tourism.. “We need to formalize, systematize and certify the sector in Canary Islands”, Explain Santos, pointing out the importance of establishing a recognizable and respected identity that reflects the essence of the wine tourism experience. In second place, the territory approach is crucial, to understand and represent the diversity of wine tourism agents, valuing the unique characteristics of each island in an integrated network of itineraries and experiences.
The third pillar, the offer, highlights the need to innovate and promote alliances that disseminate best practices in the activity. According to Santos, “It is essential to recognize and promote innovation in the integrated offer of wine tourism in the archipelago, developing strategic alliances with tourism activity that promote competitiveness”. This approach is complemented by the fourth pillar: training of the agents involved. Enhance your knowledge in technical areas such as oenology, tourism, gastronomy, Culture and history is key to offering a complete and high-quality experience.
Finally, the promotion of the sector closes this comprehensive strategy. “Wine tourism has to become a component of the tourist offer of Canary Islands, that exploits the synergistic value of associated activities, with a focus on both national and international dissemination”, point Santos, highlighting the importance of creating demand through creative and innovative actions.
The challenges of wine tourism
This goal, however, faces considerable challenges. In Spain, and particularly in Canary Islands, wine tourism still faces important obstacles derived from the lack of regulation and professionalization of the sector, according to Santos. Among these challenges stands out the absence of a National Classification of Economic Activity (CNAE) specific for wine tourism, as well as the shortage of professional positions in wineries and service companies. This situation is exacerbated by the limited willingness to invest in specialized training and the urgent need to improve working conditions to retain qualified personnel..
Despite these challenges, the evolution of wine tourism in Canary Islands, has established itself as an increasingly interesting component of the tourist offer, with an average expense of 26 euros for experience in 2022, exceeding the national average. This growth is not a temporary phenomenon, but a trend that reflects a change in tourist preferences, who visit us, those seeking a genuine connection with the archipelago.
Santos emphasizes that the success of wine tourism in Canary Islands lies in the creation of a comprehensive experience that combines gastronomy, culture and nature. “We must go beyond traditional tastings and visits to wineries”, states. The Canary archipelago, with its geographical and climatic uniqueness, offers an unparalleled experience, which makes it a first-rate wine tourism destination.
In addition to its economic benefits, Wine tourism plays a fundamental role in the sustainability of the agricultural sector and in the preservation of the cultural and natural heritage of the islands., with an especially positive impact in rural areas and in those territories affected by the demographic challenge. “By attracting visitors who value authenticity, It contributes to the conservation of wine traditions and promotes tourism development that respects both the environment and local communities.”, Explain Santos.
The Chair of Agrotourism and Wine Tourism of the Canary Islands of the Canary Institute of Agri-Food Quality and the University of La Laguna has been a key driver in promoting this vision, working closely with professionals, entrepreneurs and administrations to create a wine tourism ecosystem that captures the essence of the islands. Although there is still much to do, the results are beginning to be visible. The challenge now is to maintain this momentum, which requires investments in infrastructure, promotion, training and training, guaranteeing that wine tourism is consolidated as an essential component of the tourist offer of Canary Islands.
