Rioja Alta Wine Route and ADRA promote ‘Extra’, an augmented reality project to improve the tourist experience

The Association for the Development of La Rioja Alta (ADRA), the managing body of the Rioja Alta Wine Route, has launched ‘Extra’, a technological R&D project in augmented reality, which seeks to improve the tourist experiences of visitors. The Riojan companies involved in its development are: Grupo Osaba URK, WAF Estructuras Digitales, Ingeniería e Innovación and Dewenir Desarrollo Software.

The project will be deployed in Bodegas Lecea, in San Asensio, with a well-known wine tourism profile, and in the interpretation centre of the recently recovered flour factory La Gloria, in San Millán de la Cogolla, a current emblem of industrial tourism in La Rioja.

Augmented reality offers interactive experiences to the user based on the combination of the virtual and physical dimensions, with the use of digital devices.

Thus, the planned actions include the dramatisation of everyday scenes of traditional activity, stills or texts, which will be projected between real and augmented vision, on the same plane, to enrich and enhance the user’s experience during the visit. To this end, it will be necessary to equip the facilities with top-level technological infrastructures to complete the experience.

In short, the aim of this project is to improve the competitiveness of these companies through technological differentiation, as well as to increase their communication capacity, build loyalty and interact with users, strengthen the corporate image of tourism companies and their growth.