Wine tourism in the Region of Murcia. Wine Routes in the Region of Murcia
About this good practice
The tourist destination, within the framework of the Designation of Origin (D.O.) for wines from the Region of Murcia, is committed to establishing a wine tourism product and improving, promoting, managing, and marketing experiences and activities related to the wine industry. Furthermore, the Wine Route is committed to creating an organization, as a public-private partnership, to achieve these objectives. This partnership is comprised of municipalities, regional governments, and tourism companies and services.
There is also a shared commitment to promoting a high-quality and sustainable tourism offering, generating synergies with other tourism programs and products, such as gastronomic, cultural, nature, heritage, and sports tourism.
The Wine Routes of the Region of Murcia are integrated into the national tourism product, the Wine Routes of Spain. The three Wine Routes of the Region (Bullas, Jumilla, and Yecla) are certified by this organization, which operates under the umbrella of ACEVIN. The certification is obtained after an audit of the management system based on compliance with the Wine Routes of Spain product manual, which establishes management, customer satisfaction, promotion, quality, and sustainability requirements for both the managing entity and participating establishments.
Resources needed
-There are three Wine Routes (Bullas, Jumilla, Yecla) involving a total of six municipalities. Each Route has at least one manager and one tourism technician, shared with the local council, either part-time or full-time.
-SICTED, Q for Quality, and S for Sustainability certificates (€500,000 total).
Evidence of success
-Working on Wine Routes of Spain with the 3 certified Routes in the Region of Murcia, for more than 15 years.
- There are 3 tourist destinations - 3 Wine Routes, 9 municipalities in the Region of Murcia.
- 141 wine tourism companies and services partners in the 3 routes and certified by Wine Routes of Spain in the Region of Murcia.
-28 wine tourism experiences designed and marketed
Potential for learning or transfer
An interesting project for wine-producing regions or areas with agri-food products that want to develop a tourism product based on this resource. This initiative brings together public administrations (national, regional, or local) and private companies to work towards a common goal.
In addition to having regulations, statutes for the creation of an association and Managing Entity, membership fee information, work plans, marketing plans, and product manuals, this initiative ensures the achievement of minimum quality and sustainability standards.
Moreover, these product clubs help reduce seasonality, increase the length of stay, and raise the average tourist expenditure. They can function as a primary tourism attraction or as a complementary activity to nature, cultural, and other forms of tourism.
Further information
Wine Tourism Region de Murcia
Documents
PTMDOC_1_782015.pdf
Website
Good practice owner
You can contact the good practice owner below for more detailed information.