Glass after glass, enotourism progresses
The wine culture is consolidating in Spain, today’s third largest producer in the world.
It should be an obvious thing, this country being the world’s largest vineyard with 1.16 million hectares of land), the third producer (40.3 million hl) and the second wine exporter. The wine tourism progresses in Spain. “It is fashionable, it is very emotional and experimental”, says Monica Figuerola, General Director of Tourism of La Rioja, a community which has been chosen by 70% of its visitors for the excellence of its wines. Although still moving in modest numbers – half million visitors a year, 5,300 million turnover in 2006 and 23,000 employees, accounting for 1% of GDP – enotourism has a selected clientele. Wine tourists travel in groups or families, stay at hotels of high level (three or four stars), spend above the average (over 100 euros a day), and are keen to explore Regions with a relevant wine tradition following the guidelines of local tourist offices.
Enotourism is not just drinking wine, but it also involves visiting vineyards and wineries, take part in harvesting and enjoy one day of wine therapy.
Memo
Wineries bet on architecture
Convinced of the future of this industry, winemakers invest in bricks and design in order to attract visitors, the clearest example being Bodegas Marqués de Riscal, who hired Frank O. Gehry to develop their wine complex in Álava; Rafael Moneo and Santiago Calatrava have also put their knowledge at the service of wine.
[source article: June 22, 2009 by ADN.es]
