Category: Spanish Wine

A Historic Milestone for DOCa Rioja: Raquel Pérez Cuevas Becomes First Female President

In a landmark moment coinciding with its centennial, the DOCa Rioja Regulatory Council has appointed Raquel Pérez Cuevas as its first female president. Her election, supported by 99% of the council, signals a transformative step in Spain’s most prestigious wine appellation.

Pérez Cuevas brings decades of leadership as CEO of Bodegas Ontañón and former vice-president of Grupo Rioja. Her presidency comes at a time of significant challenges, including market contraction, generational decline in viticulture, and tensions between large and small producers.

She has pledged to foster inclusivity and dialogue across all sectors of Rioja’s wine community, emphasizing unity over uniformity. With a background in agricultural engineering, oenology, and business management, her vision aims to steer Rioja through economic, generational, and institutional renewal.

“This is a new era for Rioja, one rooted in listening, collaboration, and respect for our shared legacy,” Pérez Cuevas affirmed.

Rioja Wine Tourism Surges to €197 Million in 2024

Spain’s most important wine region, DOCa Rioja, witnessed unprecedented growth in wine tourism, setting new records in both visitor numbers and economic impact. According to the annual Wine Tourism Monitor presented by the Regulatory Council of the Rioja Qualified Designation of Origin, prepared in collaboration with Dinamiza Asesores, presented May 27 2025, the sector generated nearly €200 million, marking a pivotal moment in Rioja’s evolution as a global wine tourism destination.

The Results

In 2024, a total of 912,438 people visited one of the 214 wineries open to wine tourism in the region. This figure represents a 3.54% increase compared to 2023, with positive growth recorded in all three subzones of the designation. Rioja Oriental saw the largest rise in visitors at 10.61%, followed by Rioja Alta with a 4.36% increase. Rioja Alavesa remained stable with a slight growth of 0.82%. The seasonal pattern of tourism persisted, with September and October as the busiest months. August also saw significant visitor numbers, while March experienced a notable surge of 35.78% over the previous year, driven by Easter celebrations. Despite some growth during off-peak months, the data highlights an ongoing need to reduce seasonality.

The report shows that 63.73% of visitors were from Spain, though international demand grew by more than three points to reach 36.27%. Among foreign markets, the United States accounted for 29% of international visitors, followed by the United Kingdom at 17.75% and France at 14.67%. Mexico registered the highest percentage growth among global markets in 2024.

Visitor behaviour data indicates that 80% made reservations for their visits, and 82.37% booked directly without intermediaries. The most common visitor profile was someone interested or enthusiastic about wine (79.27%), followed by passionate wine lovers (69.51%) and food tourists (40.24%).

From the supply side, Rioja wineries offered a broad and diverse range of experiences. Winery tours with tastings and wine sales remain nearly universal services among wineries. Wine and local product tastings, corporate events, and premium experiences are also widely available. Half of the wineries offer dining services upon request, while 14.58% have restaurants open to the public.

Regarding pricing, the average cost for a basic visit with tasting was €22.29, up 7.61% from 2023. Premium visits averaged €40.40, while visits including meals reached €70.21, reflecting a trend toward higher-value offerings.

Wine tourism experiences continue to expand: 61.46% of wineries offer special tastings, and 45.83% provide gastronomic activities such as pairing menus or cooking workshops. Seasonal experiences like grape harvests or grape stomping are available at more than a third of wineries. However, there was a decline in sports-related activities and games such as escape rooms.

Wine tourism events gained prominence in 2024, with more than 60 events hosted at wineries attracting over 30,000 attendees. These included themed tastings, concerts, special pairings, and festivals like Villabuena Wine Fest and Noches de San Lorenzo. Half of the surveyed wineries participated in wine-related events; 40.48% took part in music events; and 21.43% joined gastronomic activities.

Organizationally, 63.83% of wineries have a dedicated wine tourism department staffed by professionals with an average of over nine years of experience. English is spoken at 85.11% of wineries; French at 26.60%; Basque at 13.83%. Surveyed wineries reported a total of 344 direct jobs linked to wine tourism. An additional 65 external collaborators provide services such as guiding or sommelier work.

Profitability was rated positively by 78.48% of wineries; most consider wine tourism already profitable or expect improved results soon. Wineries sold an average of 9.5% of their wine through wine tourism channels; for some, this share exceeded 75%. Nearly all surveyed wineries (97.47%) plan improvements to their tourism projects. Other planned actions include enhancing guided tours, updating promotional materials, staff training, and creating new spaces like shops or tasting areas.

Investment in wine tourism surpassed €3.5 million in 2024—a rise of over 70% from the previous year and more than triple that invested in 2022.

Economically, wine tourism generated €65.74 million for Rioja’s wineries in 2024, a rise of just over six percent from the previous year, with €45.43 million coming from visits and shop sales; €20.3 million from other activities such as events or restaurant services; business events alone contributed more than €2.5 million.

The average spend per visitor in winery shops reached €40.05; basic winery visits averaged €22.29.

Across the entire destination [including spending on accommodation, dining, transport, shopping and other services], the economic impact of wine tourism reached €197.2 million in 2024: an increase of more than €11 million over last year.

The report also profiles visitors: according to a national survey, nearly three-quarters had visited Rioja within the past three years; main travel motivations were interest in wine culture followed by gastronomy and enjoyment of landscape or heritage sites; most traveled as couples or with friends using private cars for both arrival and local travel; average stay was just under three nights with hotels and rural guesthouses preferred; Haro, Logroño and Laguardia were top destinations within Rioja Alta and Rioja Alavesa subzones.

Average daily spending per visitor was estimated at €155, with winery visits as the most popular activity, followed by tastings, paired meals and vineyard walks.

The 2024 Wine Tourism Monitor affirms DOCa Rioja’s stature as a benchmark for sustainable, high-value wine tourism. With continued investment, professional development, and a strong push toward premium and international markets, Rioja is well-positioned to lead the next chapter of enotourism in Europe.

Spain Moves Toward Smaller Vineyards and Premium Wines

Spain’s wine sector stands at a pivotal crossroads, preparing to undergo significant structural and strategic transformations over the next five years. According to the recently published report “Spanish Wine Market Forecasts 2025-2030: Strategic Analysis and Projections” by Vinetur on April 25,  the nation’s future in the global wine market will be shaped by a decisive shift towards smaller vineyard holdings, premiumization, and greater international competitiveness.

Spain, currently holding the title of the “world’s largest vineyard area” is expected to see a gradual contraction to approximately 900,000 hectares by 2030. This decline will primarily result from structural consolidation and the abandonment of less economically viable vineyards. Nevertheless, Spain will retain its leadership in vineyard surface area, albeit with a renewed focus on quality over quantity.

The report also highlights increasing production volatility caused by the impacts of climate change, including irregular harvests and variable yields. Despite these fluctuations, Spain’s annual wine production is projected to stabilize at an average of 31 million hectoliters. Wineries are proactively adapting by elevating product value, emphasizing quality improvements to boost average prices across both domestic and export markets.

Export forecasts remain particularly promising. Spanish wine exports are set to reach 21.2 million hectoliters by 2030, with a notable acceleration in value, surpassing €3.5 billion annually. This growth will be driven by strategic shifts toward bottled, organic, and sparkling wines, steering away from bulk wine exports. In a fiercely competitive landscape dominated by France and Italy, Spain’s focus on higher-value segments will be crucial.

Domestically, wine consumption trends present challenges. Household per capita consumption is projected to decline to 6.2 litres annually by 2030, reflecting an aging traditional consumer base and muted engagement from younger demographics. However, the Spanish domestic market’s overall value is forecasted to grow, underpinned by rising price points and a consumer migration toward mid-range and premium wines.

Emerging consumer preferences further illustrate a new market paradigm: the growing demand for organic wines, the surging popularity of low- and non-alcoholic offerings among urban consumers, and the ongoing shift toward e-commerce. Traditional retail channels are expected to lose market share as digital platforms gain traction.

Wine tourism emerges as another key growth pillar. An anticipated increase in winery visits and participation along Spain’s wine routes will diversify revenue streams and enhance brand loyalty, particularly benefiting small and medium-sized wineries that seek to foster deeper consumer connections.

Structurally, the number of active wineries is expected to decline modestly, stabilizing at around 3,780 by the end of the decade. This reflects an industry trend towards consolidation, where scale, operational efficiency, and investment capacity become critical factors for survival and success.

Climate change remains an existential challenge. Spanish viticulture will increasingly rely on sustainable practices, precision agriculture, heat- and drought-tolerant grape varieties, and the exploration of cooler sites at higher altitudes and latitudes to preserve wine quality and regional identity.

Ultimately, Spain’s wine sector is moving toward a lower-volume, higher-value model, prioritizing sustainability, quality, and terroir expression. How effectively the industry adapts to these economic, environmental, and consumer-driven challenges will define its global competitiveness and prestige in the decades ahead.

Source: https://www.vinetur.com

Duero Wine Fest 3rd Edition – Part l

This morning Tim Atkin MW provided an overview of the “Present and Future of Duero Wines” at the opening ceremony of the “Third Edition Duero Wine Fest” which is held this year in Salamanca Congress Palace, Spain.

This year’s motto “Building a value proposition from the territory” brings together foremost national and international trade experts, along with local and national politicians.

For two days, the Salamanca Conference Center will be hosting presentations by academics, wine journalists, and include wine tastings led by sommeliers. These presentations, tastings and round tables all focus on the Duero as one of the most important wine rivers in the world.

Other wine personalities speaking include Sara Jane Evans of Decanter magazine – Spain, who will provide her view of the Duero, along with Gergely Szolnoki, a wine tourism expert, who will speak on current global trends.

The congress also includes a series of debates such as wine marketing, wine tourism and the impact of global warming on viticulture, highlighting the importance of the wine sector for the economy of Castilla y Lion.

Watch this space for updates…

Announcing Liz Palmer is Guest Speaker at the 7th UNWTO Global Conference on Wine Tourism

I’m so thrilled to have been invited as a guest speaker at the upcoming 7th UNWTO Global Conference on Wine Tourism!!

The topics for the 7th Edition include “Inclusive, Sustainable and Digital Wine Tourism: Building Stronger Territorial Cohesion”

This yearly conference has become a leading international forum on trends, tools and opportunities to advance global wine tourism. It also provides opportunities for experts and professionals, as well as consolidated and emerging destinations in this tourism segment to exchange knowledge and experiences.

Since 2016, the Conference has highlighted the importance of wine tourism to the socio-economic development of destinations and has served as a platform to exchange experiences, identify good practices and promote wine tourism as a tool for sustainable development.

The 7th UNWTO Global Conference on Wine Tourism will be held November 22 – 24 in Logroño, Spain. Participants include government officials from international and national tourism administrations and organizations, regional and local authorities, international and national destination marketing organizations, UNWTO affiliate members, private sector representatives, wine estates, infrastructure providers and international academia.

I believe everyone in the wine tourism industry can certainly attest to Massimo Garavaglia, Italian Minister of Tourism, statement at last year’s conference, in Alba Italy: “Wine tourism is much more than just selling wine, which clearly is important.  When you sell a bottle of wine, you are selling the territory behind that bottle, the culture of that territory, the history of the men (and women) who designed these landscapes with the rows of vines.”

I have the extreme privilege of sharing insights on the topic of:

Unlocking the Benefits of Digitalization
Digital transformation can revolutionize and enhance wine tourism experiences, provide data and insights, optimize marketing strategies, and foster sustainable growth.

Conference Link: https://www.unwto.org/7-UNWTO-Global-Conference-Wine-Tourism

Hope to see you there!

Liz Palmer