The Government of the Canary Islands, through the Canary Islands Institute of Agri-food Quality (ICCA), and the Canary Islands Wine Tourism Cluster have participated in the seventh edition of FINE, the wine tourism fair that was held on March 3 and 4 in Valladolid.
Four wineries of Lanzarote are part of the Cluster: Winery El Grifo, Winery La Geria, Winery Olivina and Winery Rubicón.
This event, a global meeting point for wine tourism professionals, brought together more than 140 exhibitors and a hundred buyers with the aim of promoting the promotion of wine tourism destinations, strengthening alliances and opening new commercial opportunities around wine.
With more than 2,200 job interviews scheduled, this international projection event focused on business meetings, attended by professionals from Europe, Asia, and America, allows concentrating efforts on generating qualified contacts and collaboration agreements with specialized travel agencies, tour operators and other agents in the sector from more than 20 countries.
For this, the exhibition space of this fair, in which the Canary Islands participated for the fourth consecutive year, covers a cutting-edge offer, made up of wineries, hotels, wine routes and territories of Spain, Portugal, Italy and Slovenia. Likewise, as a novelty in this edition, it also includes promotional actions for the olive oil tourism sector as a complementary emerging product.
The director of the ICCA, Luis Arráez Guadalupe, pointed out that “the Canary Islands have enormous potential to grow in the field of wine tourism because they combine a unique, differentiated, and deeply rooted wine production in our history and identity, linked to the territory and giving rise to some spectacular landscapes.”
In this regard, the member of the Canarian Executive highlighted that all the islands of the Archipelago have an important wine tourism offer “of the highest level” and indicated that “the recent recognition of wine tourism as a regulated tourist activity in the Canary Islands by the Executive is further proof of the firm commitment to this sector that boosts the local economy, generates employment, and contributes to the conservation of our agricultural landscapes and fixes population in rural municipalities”.
For his part, the manager of the Canary Islands Wine Tourism Cluster, Hernán Tejera, highlighted that “among all the partners that make up our association we share the objective of positioning the Canary Islands as a reference wine tourism destination and for this it is essential that we participate in events like this fair, to which we attend hand in hand with the ICCA, to seek synergies between the tourism and primary sectors”.
In this regard, Tejera added, “wine tourism activity can translate into significant complementary income for wineries through an offer that differentiates the Canary Islands as a tourist destination, especially in the area of high-purchasing power visitors from markets such as, for example, the American, who have a significant presence in this edition of FINE.”
In addition to its commercial vocation, the event includes technical conferences Be FINE 2026, where specialists and representatives from various destinations gather to analyze how wine tourism boosts tourism competitiveness.
In this way, the cycle included the inaugural conference “Wine tourism as a strategic engine in the construction of tourist destinations”, given by the professor of the University of Geisenheim, member of the International Organisation of Vine and Wine (OIV) and expert in wine economics and statistics, Gegerly Szolnoki.
