Why wine tourism matters more than ever: FINE 2026 heads back to Spain
More than 140 wineries, routes and hotels will meet international buyers in Valladolid this March as wine tourism continues to grow as a strategic focus for producers.
FINE, the International Wine Tourism Fair, will stage its seventh edition on 3–4 March in Valladolid, bringing together wine tourism professionals from Europe, Asia and America.
The event will host wineries, hotels, wine routes, tour operators and specialist agencies, all presenting proposals designed to appeal to different types of wine tourists.
International platform for wine tourism
Speaking at the presentation of FINE at Fitur, Alberto Alonso, managing director of Feria de Valladolid, highlighted the breadth of institutional and industry support behind the event.
He pointed to the collaboration of institutions, companies and professional organisations “that share a commitment to wine tourism and to making us visible on the international market as a first-class destination”.
“Turespaña, the Regional Government of Castile and León, Valladolid City Council, the Spanish Wine Federation, the Confederation of Travel Agencies, Abadía Retuerta, Protos, Dehesa de los Canónigos, Ferrer Wines and Bodegas Alvear are our partners in this exciting project,” Alonso said.
He described FINE as “an international business platform for wine tourism professionals, a country event that helps strengthen our position in the global market”. Alonso added that the results of the six editions held in Valladolid, along with the Italian premiere in Riva del Garda last autumn, “endorse the suitability and validity of the model, which was a pioneer in its commitment to the sector”.
Partner Content
New additions and growing demand
One of the main new features for 2026 is the inclusion of olive oil tourism. Alonso said this is a product in development that “complements and reinforces wine tourism, a model capable of bringing together allies such as gastronomy, history, culture and nature”.
The programme will feature proposals from Italy, Portugal, Slovenia and Spain. New additions include the Ribeira Sacra and Campo de Cariñena routes, alongside wineries such as Masaveu, Palacio de Canedo, Pago de los Capellanes and Pago Altolandón from Cuenca. These will join established regions and destinations including Catalonia, the Valencian Community, the Basque Country, the Canary Islands, Madrid, Navarre, La Rioja and Castile and León.
On the demand side, tour operators and agencies from Canada, the United States, Mexico, northern Europe, Brazil, Thailand, Italy, the United Kingdom, Bulgaria, Poland and Turkey have confirmed their attendance.
“Once again, we have met the challenge of renewing the work agenda and, to date, more than 50 buyers will be attending our contracting market for the first time, where more than 2,200 job interviews will take place,” Alonso said.
He added that the diversity of wine tourism would be reflected across the event, with interest ranging from business tourism and incentives to holiday packages and luxury programmes.
The presentation of the 2026 edition of FINE at Fitur took place at both the Turespaña stand and the Castilla y León stand. Participants included Natalia Briales, head of Cultural Tourism and Content Marketing at Turespaña, Enrique Valero, managing director of Abadía Retuerta, and Juan Manuel Guimeráns, manager of Valladolid Tourism.
Overall participation at FINE is expected to reach around 140 wineries, routes and hotels, alongside approximately 100 tour operators included in the official buyer programme. The fair will also be open to other travel agencies interested in incorporating wine culture experiences into their tourism packages.
Related news
A $35,000 wine weekend launches on private island
BBR auctions 'treasure trove' from the cellars of the Berry and Rudd families
