Last week, I (temporarily) left France for Spanish wine country! The sixth edition of FINE Wine Tourism Marketplace was held at the Feria de Valladolid. And I was invited to report on it. This trade fair is not just about discussing business, but to shape the future of wine tourism. As someone deeply immersed in the world of wine, I knew this wasn’t just another industry event. This was a meeting of minds passionate about connecting wine lovers with unforgettable experiences. Read all about it below!
Menu
What is FINE Wine Tourism Marketplace?
Valladolid
Wine Tourism: A Global Perspective
The Conversations That Matter
Overall Thoughts
What is Fine Wine Tourism Marketplace?
FINE is an international B2B wine tourism fair that serves as a meeting point for professionals in the sector, including wineries, hotels, tourism boards, and specialized travel agencies. Organized by the Valladolid Trade Fair, the event is designed to facilitate business opportunities.
Under the leadership of Alberto Alonso, the general director, FINE has become a key platform for fostering collaboration and innovation in wine tourism. The event offers:
- structured spaces for discussions, including a business matchmaking area where over 2,200 business meetings take place
- an exhibition area showcasing wine tourism destinations
- and an expert-led conference program covering industry trends and challenges
This year, FINE saw a significant 22% increase in attendance from tour operators and travel agencies, a sign of the sector’s rapid growth. 26 countries were represented, from Europe, North America, Asia, and Oceania. Most of the stalls were from Spain, Portugal, and Sicily. There was also a stall from Champagne!
Other Highlights
The fair also showcases interesting environmental initiatives. This year’s focus is on 100% organic furniture, packaging, exhibition structures, and acoustic insulation panels made from vine canes. I personally really like this aesthetic and would love the chairs at home!
Of course, no wine event would be complete without tastings. At FINE, attendees can sample wines directly at exhibitors’ booths or explore a dedicated tasting bar at the back of the venue. The beauty of the bar is its ability to bring together wines from multiple producers, allowing visitors to compare styles and discover new favourites before engaging in deeper conversations with the winemakers themselves. For me, it is a place of discovery, where casual sips led to appreciation for new wines and also some interesting encounters!
Speaking of tastings, exhibitors and press are able to explore wine pairings over a lunch featuring Spanish cuisine. Tempranillo pairs nicely with Iberian pork jowl and bull tail ravioli!
Why Valladolid?
Valladolid is the perfect location for this event because it is a destination deeply intertwined with Spain’s winemaking heritage. As the historic capital of the Kingdom of Castile, Valladolid has long been a center of culture, politics, and commerce.
Today, it serves as a gateway to some of Spain’s most prestigious wine regions, including Ribera del Duero, Rueda, Cigales, and Toro. These appellations are known for producing world-class wines, from powerful Tempranillos to crisp Verdejos, making Valladolid a natural hub for wine tourism discussions.
Wine Tourism: A Global Perspective
FINE draws a good diversity of destinations. Since it is hosted in Spain (with another edition hosted in Italy), of course many of the exhibitors come from Spanish, Portuguese, and Sicilian wine regions. But there are gems from many unexpected places, such as Slovenia. I found myself particularly drawn to the region of Podravje-Maribor, a newcomer to the fair. With its claim to the world’s oldest vine (over 400 years old!) and the picture-perfect “heart road” winding through vineyards, it was a reminder that wine tourism is as much about storytelling as it is about the wine itself.
Some exhibitors didn’t just talk about wine tourism. They brought the full experience to the fair itself. Instead of simply showcasing brochures and presentations, they transported visitors into their world of winemaking. Eng. João from Conde de Anadia, for example, didn’t just describe his wines… he painted a vivid picture of his vineyards, cellars, and the meticulous process behind every bottle. His passionate storytelling made me feel as though I was standing right there in the winery, surrounded by barrels and the scent of fermenting grapes. The way he spoke about his vines, with a mix of reverence and excitement, was infectious. After hearing him describe the soul of his wines, there’s no doubt in my mind: I need to visit this estate and experience it firsthand!
The Conversations That Matter
The conference sessions at FINE were some of the most insightful I’ve attended. I particularly liked the one hosted by Charlotte Fougère, an industry expert known for transforming Château de Pommard into a top wine tourism destination. She set the tone with a keynote on balancing tradition and innovation. Her discussion with representatives from Marqués de Riscal, Ferrer Miranda, and others brought up a crucial point: wine tourism must evolve, but without losing the authenticity that makes each region special.
Another thought-provoking discussion, “Arguments Against Uniformity”, resonated deeply. It challenges the industry to resist cookie-cutter approaches and instead highlight the distinct personalities of different wine regions. Listening to panelists from Champagne, Slovenia’s Maribor Route, and Spain’s Pago de La Jaraba reinforces that true wine tourism thrives on differentiation.
Overall Thoughts
Coming out of FINE Wine Tourism Marketplace, I couldn’t help but feel inspired. Wine tourism is no longer just about tasting rooms and vineyard tours; it’s about crafting immersive, emotional experiences that linger long after the last sip. With the market projected to reach $332.5 billion by 2034, the opportunities are boundless.
For me, attending FINE wasn’t just about observing trends. It was about experiencing the passion that drives this industry forward. From the historic vineyards of Slovenia to the tech-driven innovations shaping future travel, this event was a powerful reminder of why wine tourism continues to captivate hearts (and palates) around the world.
As I left Valladolid, I carried with me a deeper appreciation for the people and places that make wine tourism extraordinary. And, of course, a long list of new destinations to explore.
Muchas gracias to Vinoinfluencers and Feria de Valladolid for this opportunity.