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- The operators of the Rioja Alta Wine Route have added 313,974 tourists.
- The new Report of the Tourism Observatory of the Wine Routes of Spain confirms the full recovery of wine tourism after the pandemic.
The Spanish Association of Wine Cities (ACEVIN) has announced the publication of its fourteenth Report on the Analysis of Tourism Demand, carried out through the Tourism Observatory of the Wine Routes of Spain. This organisation is the only one in our country that carries out systematic and representative studies to compile information on the evolution of wine tourism.
The data provided in this report sheds light on the profile of the wine tourist and how it has evolved over time, analysing aspects such as travel motivations, origin, age and socio-demographic profile of the visitor, length of stay and expenditure, among others.
The report, which covers the period from the second half of 2022 to the first half of 2023, reveals that wine tourism has fully recovered from the challenges caused by the pandemic in the last two years. This recovery has not only been rapid, but has also driven a significant increase in wine tourists’ spending at the destination, greater awareness of the Wine Routes of Spain brand and positive changes in the way people travel related to wine tourism.
In terms of expenditure, the report shows a record in the average expenditure of wine tourists at the destination, reaching 201.80 euros per person per day, exceeding the expenditure of the general foreign and domestic tourist. In addition, an increase in the length of stay has been observed, with an average of 2.85 days, resulting in a total expenditure of 504.40 euros per stay.
The data also highlights a shift in wine tourists’ preference for overnight stays rather than day trips, with an impressive 70.38% of wine tourists opting to stay overnight on the Wine Routes of Spain. This can be attributed to a greater awareness of the offers of the Wine Routes, leading to a longer stay.
In terms of accommodation types, 4-star hotels are the most popular (23.76%), followed by rural accommodation (17.19%), which has seen an increase in popularity in recent years due to the pandemic. This reflects the versatility of the brand and its appeal to different types of tourists.
For the third consecutive year, women represent a higher percentage of wine tourists (53.70%) compared to men (46.30%). The most common age group is between 46 and 65 years old (36.46%), followed by 36-45 and 26-35, which exceed 23%. In addition, the number of younger visitors, aged 18-25, has increased to 12.10%, indicating a growing interest in wine tourism among this demographic group.
Also noteworthy is the increase in group travel with friends and the change in the use of means of transport, with less use of private cars and an increase in the use of public transport, such as buses and trains, possibly related to sustainability considerations.
As far as the Wine Routes of Spain brand is concerned, a greater awareness of the brand among visitors prior to their trip stands out, demonstrating effective promotion and communication strategies. In addition, a high percentage of wine tourists repeat the experience, which reflects a high degree of satisfaction. The overall satisfaction of wine tourists visiting the Wine Routes of Spain is rated at 8.98 out of 10, and 99.84% of them would recommend the visit. The most highly rated aspects include the stay in accommodation, visits to wineries and the gastronomic offer.
In short, this report provides a detailed view of the profile of wine tourists visiting the Wine Routes of Spain, which contributes to improving the offer and quality of a sector in constant growth and valuation.
