The General Management of the Spanish Tourism Institute (Turespaña) and the Spanish Association of the Wine’s Cities (ACEVIN) have signed recently a colaboration agreement for the commercialization of the Spanish Wine Routes in the international markets. The association’s president, José Fernando Sánchez, explains to Viavinum the main objetives of this new colaboration frame.
- VIAVINUM. What does the association expect from this agreement?
- José Fernando. ACEVIN works with the Ministry of Industry and Tourism since three years ago. First, we worked in the product definition, I mean, what is a "wine route" and how it is organized. For this, we have made the operations protocols, the implantation models of a quality system and the routes introduction. Within the agreement with the Ministry we are working fifteen routes, besides other two routes. In all there are seventeen wine routes in Spain. Right now there are six certified by ACEVIN, but we hope to have ten by the end of the year. And to certify the rest by next year.
- V.V. How does the signed agreement look at the international promotion of the "Spanish Wine Routes"?
- J.F. We pretend to locate the "Spanish Wine Routes" product at the tourism offices and the diplomatic representations of Spain and to offer an image of common mark for all of them in an internatonal level and make firm our pressence at the fairs and in the usual means of touristic promotions.
- V.V. What characteristics or specific qualities does the "Spanish Wine Routes" have that makes them different from similar ones in other countries?
- J.F. We pretend to offer a product image that is granted by quality controls and that represents a segment of touristic offer related with the profile of a medium-high tourist that is searching a cultural tourism, and inside it, the gastronomic one. It is directed to the traveller that comes to Spain to do some more things than having sun bath and going to the beach, and who is interested in knowing the inheritance and the customs of our country. It allows to create a touristic offer in regions that are not usually a touristic destiny and are also an alternative area that, having a lot of sun and beach tourism, have also a strong attraction linked to the wine. For example, Catalonia has the Costa Brava, as a touristic hook, but the inside regions concentrate an important wine growing and wine making activity of great interest, like the Penedés region. The purpose is to make the tourist to do some more things than to stay at the beach.
- V.V. Are the Spanish Wine Routes also attractive for the national tourist?
- J.F. Rural tourism is the first objective of this tourist product. It is a product that suits perfectly with short breaks, weekends, etc… It is not a one day tourism. When defining a route, we include the visit to the winery, monuments, restaurants… it includes all possibilities within the territory. For all this, it is a product for the traveller tourist, who wants to live new experiences and wants to know, besides the wine cellars and the wine tourism, the gastronomy and the traditions of each region.