The Canary Islands Wine Tourism Cluster is participating in FINE Italy, a professional event dedicated to wine tourism held on 27 and 28 October in Riva del Garda, Italy. This participation is part of a mission supported by Proexca, aimed at promoting the Canary Islands as a wine tourism destination, enhancing the marketing of its experiences, and facilitating the promotion and sale of the archipelago's wines.
The fair serves as a professional marketplace organised by Riva del Garda Fierecongressi and Feria de Valladolid, designed to connect destinations, wineries, wine routes, and wine regions with hosted buyers, agencies, tour operators, destination management companies (DMCs), and other specialised professionals. Its format includes pre-scheduled B2B meetings, professional networking, exhibition spaces, tastings, and opportunities for familiarisation trips (FAM trips).
This event allows for engagement with the Italian market and its Central European influence, including Germany, Austria, Switzerland, and France. For the Canary Islands, this approach is strategic, as the archipelago can present itself as a unique wine tourism destination within Europe, supported by distinctive attributes such as volcanic landscapes, heroic viticulture, indigenous grape varieties, agricultural and cultural heritage, unique gastronomy, and favourable year-round climatic conditions.
The Canary Islands' proposal focuses on high-quality, value-added tourism, fostering a close relationship between tourism activities and the primary sector. Visits to wineries and related experiences enhance knowledge of local productions, stimulate purchases, and help diversify the income of wine-producing estates.
Participation in this event enables the islands to showcase their offerings to international operators and buyers, with the aim of opening commercial collaboration channels and attracting visitors interested in exploring the territory through its wineries, agricultural landscapes, gastronomy, and wine culture.
The previous edition of FINE Italy emerged as a significant meeting point for achieving this objective, featuring 76 exhibitors, of which 22% were international, alongside 74 international buyers and over 1,440 registered B2B meetings.
The joint participation of wineries and tourism companies associated with the Canary Islands Wine Tourism Cluster allows for a complementary and regional vision of the offerings. This cooperation facilitates the creation of wine tourism products, broadens marketing possibilities, and generates shared business opportunities, connecting the uniqueness of Canary wines with the capacity of companies to provide quality experiences.
Six Canary Island wineries participated in this event: El Cardón NaturExperience, AFECAN Bodegas El Lomo, Bodegas La Hubara, Bodegas Linaje de Pago, Turitop, and Bodegas Reverón, representing the joint wine tourism offering of the Cluster's partners.
Proexca's support helps bring this offering closer to international marketing channels and strengthens collaboration between the public sector and the business community to enhance the international profile of Canary wine tourism. Through this mission, the Canary Islands Wine Tourism Cluster is advancing its goal of transforming interest in the islands into concrete business opportunities for its companies, linking destination promotion with the sale of experiences and wines, and the revaluation of the archipelago's agricultural and cultural heritage.
