Gabriel Santos, Deputy Director of the Chair of Agrotourism and Wine Tourism at the Canary Islands Institute of Agri-food Quality (ICCA) and the University of La Laguna (ULL), believes that wine tourism offers a unique chance for the Canary Islands to create an integrated experience combining gastronomy, culture, and nature.
In a world where travellers seek authentic and enriching experiences, wine tourism stands out as an exceptional opportunity for the Canary Islands. Gabriel Santos García envisions a comprehensive strategy to strengthen wine tourism in the archipelago, focusing on key pillars such as identity, territory, offerings, training, and promotion.
The first pillar, identity, involves formalising, systematising, and certifying the wine tourism sector in the Canary Islands. Santos stresses the importance of building a recognisable identity that captures the essence of the wine tourism experience. The second pillar, territory, aims to represent the diverse wine tourism agents and highlight each island’s unique characteristics, creating an integrated network of itineraries and experiences.
The third pillar, offerings, emphasises the need for innovation and strategic partnerships to enhance best practices in wine tourism. “It’s essential to foster innovation in our wine tourism offerings,” Santos says, “by forming strategic alliances with the broader tourism sector to increase competitiveness.” This innovation is supported by the fourth pillar: training the agents involved in wine tourism.
Promotion forms the final pillar of this strategy. Santos argues that wine tourism should be a key component of the Canary Islands’ tourism offerings, leveraging the synergies between related activities to reach both national and international audiences. He highlights the importance of creative and innovative promotional actions to generate demand.
Santos believes the key to success for wine tourism in the Canary Islands lies in crafting a holistic experience that weaves together gastronomy, culture, and nature. “We must go beyond traditional tastings and winery visits,” he notes. With its distinctive character, the Canary Islands have the potential to become a premier destination for wine tourism.
