• More than 125 wineries, hotels and destinations from Spain, Portugal and France are participating
  • The event will be held at Feria de Valladolid on 1 and 2 March

FINE, the International Wine Tourism Fair, will be held in Valladolid on 1 and 2 March, a highly specialised event that will bring together more than 125 wineries, hotels, wine routes and wine tourism destinations from Southern Europe: Spain, Portugal and the Champagne region.

FINE is a project developed by Feria de Valladolid and backed by collaborating institutions and professional groups, such as Turespaña, Valladolid City Council, Valladolid Provincial Council, Spanish Wine Federation, ACEVIN, Spanish Confederation of Travel Agencies and the International University of La Rioja.

According to Alberto Alonso, the general manager of Feria de Valladolid, ‘FINE was founded to be a forum for business, to promote business relations between the European wine regions and the main tourism source markets worldwide. Four years later, that work continues and is now endorsed by the success of the events we have held’.

Emblematic wineries from the wine regions of Spain and Portugal will present their wine tourism proposals at FINE, encompassing a wide range of activities from gastronomy to culture, experiences in nature, health and more.

From the outset, FINE has cultivated an international profile in terms of both supply and demand, ‘because our goal is to boost the Iberian Peninsula’s positioning as a wine tourism destination of reference in foreign markets, which is why the Portuguese market is so important’, Alberto Alonso said.

Buyers from 22 countries

The main arena of activity at FINE is the procurement market, where interviews will be held with 70 tour operators and travel agencies specialised in wine tourism. This year, these buyers will come from 22 countries around the world, in the Americas, Europe and the Middle East.

‘I would like to emphasise that FINE is a global event, as reflected by the participation of travel agencies from countries like Lebanon, Jordan, Chile, Brazil, Serbia, Slovakia, Romania and Czech Republic, which encourages us to move forward on this ambition’, explains the director of Feria de Valladolid.

Lectures and round tables

The exchange of knowledge is another of FINE’s hallmarks. Entitled ‘Let’s talk about wine tourism, not wine’, its technical workshops will address aspects such as the different marketing models and success stories of wineries and regions.


‘Let’s talk about wine tourism, not wine’

Wednesday, 1 March

9.30 – Opening of FINE #WineTourism Marketplace

9.50 a.m. to 11.25 a.m. – Arranged interviews

11.45 – Conference “Let’s talk about wine tourism, not wine”.

11:45 a.m. to 12:30 p.m. – Keynote speech. Karen Gilchrist, founder of Wine Travel Chile.

12:30 p.m. to 1:30 p.m. – Round table

– Elisabet Vidal. Marne, Champagne region

– Mnauel Blasco. Grupo Enate

– Sonia Vieira. Viniportugal

Presenter: Santiago Rivas, Decanted Collective

15.10 to 16.25 – Interviews by appointment

4:30 p.m. to 5:20 p.m. – Workshop. Sales channels. Led by Adela Pereira, Marketing expert.

17.30 to 18.05 – Arranged interviews

18.30 – End of first day

Thursday, 2 March

9.30 am – Opening of FINE #WineTourism Marketplace

9.50 to 11.25 – Arranged interviews

11:45 a.m. to 12:30 p.m. – Lecture by Jordi Urbea, Senior Vice President of Ogilvy Spain, on omnichannel business, digital transformation and marketing trends.

12:30 p.m. to 1:30 p.m. – Round table. ‘How to get from the beach to the winery’.

– Elena Pilo. Grupo Eguizábal

– Antonio Martínez. Ronda and Malaga Wine Route

– Chelo Miñana. International University of La Rioja

Presenter: Santiago Rivas, Colectivo Decantado.

15.10 to 17.05 – Arranged interviews

17.15 to 18.15 – Taste Spain. Presentation of “Gastronomic experiences with the primary sector”. Gastronomic routes and route 22. Tasting paired with Madrid, Valladolid and Logroño.

18.30 – Closure FINE #WineTourism Marketplace 2023.


Due to the unique characteristics of wine tourism, private companies and public institutions must work together, a collaboration that also comes to fruition at FINE.

Collaborating entities of FINE #WineTourism Marketplace:



Spanish Wine Federation


Valladolid City Council

Valladolid Provincial Council