This initiative aims to strengthen the wine identity of the territory. It also seeks to improve the sector and promote the wine routes of Jumilla, Bullas, and Yecla.
The program will collaborate with wine culture and tourism expert Lluís Tolosa. Tourism, Culture, Youth and Sports Councilor Carmen Conesa announced the program. It will cover all dimensions of the wine tourism sector, including promotion, training, and communication.
The first phase, until July, will inventory wine tourism resources. It will analyze strengths and weaknesses and design a communication strategy. This will involve site visits and interviews with wine tourism managers.
Future actions include a wine tourism guide and new digital materials. There will also be specialized academic and professional training. A working group will also be created.
Conesa noted wine tourism's strategic importance for the region. It helps reduce seasonality and revitalize inland areas. It also improves the destination's perception.
The project emphasizes innovation and sustainability. These are key to boosting wine tourism in Bullas, Jumilla, and Yecla. The region has three Protected Designations of Origin for wines: Bullas, Jumilla, and Yecla.
These designations attracted 80,000 visitors last year. The regional territory has over 35,000 hectares of vineyards. Promoting wine tourism is a key part of the 2022-2032 Strategic Tourism Plan.