The Tourist Intelligence Office will help to better identify potential clients and design experiences in Jumilla, Yecla and Bullas
The three wine routes in the Region will rely more on new technologies to capture visitor interest. Hand in hand with the ‘Reino de la Monastrell’ brand, the Community Tourist Intelligence Office will be at the service of the sector to promote the wine tourism offer, so that, depending on the type of visitor profile, the experience that you most want to live and enjoy the wine routes of Jumilla, Yecla and Bullas.
As reported yesterday by the Ministry, the objective is to customize the offer to potential clients as much as possible. Thus, it will allow to apply the ‘big data’ using tools with which to identify tourists, thanks to the interaction on the web, on social networks and the different promotional campaigns. This was one of the aspects addressed in the meeting held by the counselor Marcos Ortuño with the representatives of the three routes and the three denominations of origin.
These actions “have to enable us to make a leap in quality in our offer,” said Ortuño, who warned of the opportunity to promote the ‘Reino de la Monastrell’ brand, which has already begun its journey in different fairs and events since its presentation. in Fitur (Madrid). Therefore, the challenge now is to implement a joint action plan with different initiatives both in the foreign market and within the Region. Another proposal will be to redesign and promote the so-called ‘Wine Bus’, which will once again tour the wineries and establishments attached to the wine routes from October to December, thus responding to the demand for wine tourism.
The number of visits to the three routes offered by the Region is multiplied by four in a decade
For external promotion, the adaptation of the brand image is proposed to present it in specific wine tourism events, the development of a communication plan in neighboring communities to promote local tourism and in specialized magazines, in addition to organizing meetings with professionals from the sector. Also, the routes will be included in the seal of gastrotourism commitment ‘1.001 Sabores’ with the gastronomic capital.
The counselor explained that “today we are working on the present of wine tourism, which despite representing a very important part of regional tourism, has enormous potential for future development, within the strategic plan of regional tourism.”
Between 2017 and 2019, wine tourism registered a growth of 20.5%, reaching 77,000 visits to the wine routes in 2019, which means having quadrupled the data for 2010.
The Region is currently, with more than 35,000 hectares of vineyards, the only single-province community with three PDOs. and with three routes certified by the Spanish Association of Wine Cities (Acevin), which has 123 associates, including wineries, oil mills and related establishments, such as museums, accommodation, restaurants, bars.