Learn how to create unique wine tourism experiences with the Rioja Alta Wine Route

Learn how to create unique wine tourism experiences with the Rioja Alta Wine Route

The Rioja Alta Wine Route, together with ACEVIN, offers its member companies the opportunity to receive training in which they will learn how to design sustainable wine tourism experiences that differentiate them from their competitors. Through this training, which is free of charge, the members of Rioja Alta will be able to boost their business and learn about the tools to improve services and create unique wine tourism experiences.

During the process, each participant will receive a personalised diagnosis of their situation and an improvement plan adapted to their particular case. They will also receive advice and assistance from consulting professionals and will receive specialised training in the creation of unique experiences, digital services and promotional strategies to stand out in the market.

To reinforce the knowledge, practical and face-to-face workshops will be held to learn how to create unique and innovative tourism experiences. All these individual experiences will be used to create a digital catalogue that includes the experiences of all the companies united and packaged, so that they can be offered to different channels in order to be sold and promoted.

Companies in the tourism value chain linked to wine tourism and associated with one of the 32 wine routes participating in the “Wine Tourism Experiences in Spain” project, funded by the Ministry of Industry, Trade and Tourism through the Recovery, Transformation and Resilience Plan and by the European Union – NextGenerationEU, are eligible to participate. These include wineries, tourist accommodation, restaurants, incoming travel agencies and complementary offerings.


The Spanish Wine Tourism Experiences programme will run from April to October 2024 and will be divided into several phases. The first will consist of a diagnosis of the current situation of each of the wine routes and the participating companies, accompanied by a personalised plan to promote them. The second phase, called the awareness and training phase, will consist of 45 hours of training (5 on-site in each of the participating routes and 40 hours of online training. In the third phase, the companies will participate in three face-to-face practical workshops, developed in consecutive weeks in each of the Wine Routes participating in this project. A special session will be offered to create tourism packages connecting the experiences created in the wine routes. Each workshop will have a duration of 5 hours on different themes so that, at the end, they will be able to develop a manual of operations of tourist experiences. This manual will be structured to integrate all the information acquired in the workshops, guaranteeing effective and practical learning.

Finally, in the last phase, with all the individual experiences created by the participants and those packaged experiences in which the activities of several companies are integrated, a digital catalogue will be created in each of the wine routes. This catalogue will allow the experiences to be offered to different channels and to promote the experiences both physically and digitally.

To find out more about this training, you can attend the awareness-raising sessions online via zoom. There are several dates and times available to choose from (the duration of the session is 30 minutes).

  • Tuesday 23 April: 10.00 a.m. and 4.00 p.m.
  • Thursday 25 April: 11.00 a.m. and 5.00 p.m.
  • Monday 29 April: 12 noon and 6 p.m.
  • Monday 6 May: 1 p.m. and 7 p.m.
  • Wednesday 8 May: 2 p.m. and 8 p.m.

For more information, participating companies can consult this website: https://www.acevin.creacionexperiencias.com/