In an era where tourists are increasingly looking for authentic and enriching experiences, enotourism, or wine tourism, is emerging as a unique opportunity for the Canary Islands. Gabriel Santos García, the Deputy Director of Agrotourism and Enotourism in the Canary Islands, has put forward a proposal for a more comprehensive approach that mixes gastronomy, culture, and nature to grow the enotourism sector in the archipelago.
Santos says that the key to success in enotourism lies in creating an all-encompassing experience that goes beyond traditional wine tastings and vineyard tours. The Canary Islands, with their unique landscapes and culture, have the potential to become a top-tier enotourism destination, offering visitors a truly unique experience.
He has put forward a strategic framework for introducing and improving enotourism in the Canary Islands, built upon five key points: identity, territory, offer, training, and promotion.
The first objective focuses on creating a solid identity for enotourism in the region. Santos emphasises the need to formalise, systematise, and certify the sector in the Canary Islands. "We need to establish a recognisable and respected identity that truly reflects the essence of the enotourism experience," he said.
The second one highlights the importance of understanding and showcasing the diverse enotourism available across the islands. This involves valuing the unique characteristics of each island within an integrated network of itineraries and experiences, ensuring that the distinctiveness of each destination is celebrated.
The third objective stresses the need for innovation and strategic partnerships to enhance the enotourism offer. According to Santos, it is crucial to "recognise and promote innovation within the enotourism offerings across the archipelago, developing strategic alliances with the broader tourism sector to boost competitiveness."
Complementing the above, the fourth point focuses on the training of those involved in the sector. Adequate education and skill development are essential for delivering high-quality, memorable experiences that attract and retain visitors.
Finally, the fifth point involves the promotion of enotourism as an integral component of the Canary Islands' tourism industry. Santos advocates for leveraging the synergistic value of associated activities with a focus on both national and international markets. "Creative and innovative promotional actions are vital for generating demand," he added.
