This year, the contents of BEFINE will analyse the different wine tourism models that are triumphing around the world and which are the allies for the development and consolidation of a territory as a wine tourism destination. Gastronomy is, without a doubt, a benchmark.

Paul Wagner, the American analyst specialising in wine tourism, will give the inaugural conference. This will be followed by a round table discussion on the link between wine tourism and gastronomy, and in the afternoon there will be a workshop to discover what trends prevail in the market and what experiences a tour operator is looking for to incorporate a destination into its catalogue.

On the second day, it will be the turn to learn about specific cases from wineries and territories in Spain, Portugal and Italy. BE FINE 2024 will conclude with a round table that links wine tourism with literature, cinema and theatre.

The conference will be presented by Meritxell Falgueras, communicator and sommelier.


  • 12.00 a 12.45 – Keynote speech – What models of wine tourism are succeeding in the world?

– Paul Wagner, lecturer, writer and analyst specialising in the sector.

  • 12.45 a 13.30 – Round table – Gastronomy and wine tourism: the link. Analysis of the Spanish example.


    • Natalia Briales, Head of Cultural Tourism and Content Marketing at Turespaña.
    • María Naranjo, Director of the Food Industry at ICEX (Spanish Institute for Foreign Trade)
    • José Luis Benítez, Director General of FEV
    • Ángel Gonzalez Pieras, General Director of Tourism of the Junta de Castilla y León
    • Lluís Pujol Marco, manager of Saborea España
  • 16.20 a 17.05 – Workshop – What proposals dazzle a tour operator today?


    • Heidi Bareksten, general manager Vinvino, Norway
    • Mark Hallett, managing director Grape Escapes, Britain


  • 12.00 a 12.45 – Round table – Wine tourism with i: identity, intelligence, imagination


    • Eleonora Marconi, Wine maker Regione Marche, Italy
    • Javier Beneyto, managing director hospitality&tourims, The Fladgate Partnership, Portugal
    • Sinisa Curovic, commercial coordinator of Casa Vermouth Padró
    • Francisco Fuentes, Wine Golden Mile Coordinator – provincial council of Valladolid
  • 12.45 a 13.30 – Round table – Enjoyable stages. Cinema, music and literature as common threads


    • Marika Mannino, director Strada del Vino e dei Sapori dell’Etna, Sicily
    • Carolina Osorio, responsible for wine tourism at Abadía da Cova
    • Carla Montero, writer of “El viñedo de la luna” (The Vineyard of the Moon)
    • Daniel Vázquez Sallés, writer on gastronomy and cinema
    • Juan Manuel Guimeráns, Coordinator Valladolid Film Commission – Valladolid City Council