As traditional consumption habits shift, the wine business is turning toward tourism for growth. In Rioja, the industry has moved beyond the “gift shop” model to offer creative, personalized experiences that align with modern traveler demands. With over €131 million in total regional economic impact, we evaluate the strategic steps needed to sustain this momentum and attract new consumer generations.
The Hotel Viura: Art and Culture from the Ground Up
Hotel Viura creates a sharp, intentional contrast with the traditional wine village of Villabuena de Álava. Learn how this modern building, operating as a living art gallery, earned the 2026 Best Of Wine Tourism award for Art and Culture.
Sustainability Is Much More Than a Theory in Rioja
Sustainability in Rioja is moving beyond theory and into everyday action. The region’s top award-winning wineries are embracing eco-friendly viticulture, preserving historic vineyards, and offering unforgettable, sustainable wine tourism experiences for the modern traveler.
Building Destination Bilbao-Rioja With a Wine Tourism Package for Passengers on Brittany Ferries
Brittany Ferries and DOCa Rioja launch “The Rioja Wine Experience,” an award-winning 4-day self-drive package for UK and Irish travelers arriving in Bilbao. This exclusive itinerary features three nights at a winery, culinary tours, and visits to the renowned Haro Train Station District.
From Urban To Rural: Moving Tourists Around Rioja
Rioja tourism hit record levels in 2025, with winery visitors expected to surpass one million this year. This guide breaks down the most reliable ways to get from your hotel to the wineries, including expert-led tours, private VTC drivers, and cycling routes through the vineyards.
GWC Webinar: Wine Tourism & Heritage
The GWC explored how heritage can become a true driver of innovation and authenticity in wine tourism and how wineries across the Network integrate history, architecture, and culture into memorable visitor experiences — transforming legacy into a powerful storytelling and economic asset.
Bilbao-Rioja Celebrates 2026 Best Of Wine Tourism Awards
Great Wine Capitals Bilbao-Rioja celebrates the 2026 Best Of Wine Tourism Awards. See the seven winners for excellence in Architecture (Faustino), Innovation (Ramón Bilbao), Sustainability (Palacios Vinos de Finca), and more.
Bilbao and Rioja: Where Summer Adventures Meet Wine Country
The combination of Bilbao’s coastal energy and Rioja’s wine landscape rhythms creates perfect conditions for active tourism. Summer temperatures moderate the Atlantic influence, while the extended daylight hours provide ample time for outdoor exploration
Marina Grijalba and Riojatrek: Wine Tourism Packages for Everyone
Enjoy Rioja with Riojatrek, a 2025 Best Of Wine Tourism award winner in La Rioja. Founded by expert Marina Grijalba, Riojatrek offers bespoke luxury wine and cultural experiences, from “Winegrower for a Day” to Michelin dining.
Comfort, Relaxation, Top Food and Wine: Exciting Experiences at Rioja’s Natura Resorts
Discover Natura Resorts in Rioja: comfort villas, gourmet dining at Otium restaurant, exciting wine tourism experiences, and family fun. Winner of the 2025 Best Of Wine Tourism award. Explore accessible accommodations, local gastronomy, and bespoke events!
Helping the Disadvantaged Is a Satisfying Project for Rioja Wineries
Curious about how the wine industry is giving back? Explore the long-term cooperation projects in DOCa Rioja benefiting disadvantaged individuals.
You Love Food and Wine and Are Planning Your Wedding? Look no Further than Bilbao and Rioja
The Bilbao-Rioja region is an unparalleled choice for a wedding celebration. Rioja features world-renowned wine, stunning vineyards, and an array of venues—from historic 19th-century wineries to breathtaking architectural marvels. You love food and wine and are planning your wedding? Look no further than Bilbao and Rioja!