Last week, the 1881 Hotel Balneari Vichy Catalan hosted a new edition of the Tech4Travel Summit, organized by the Tech Tourism Cluster with the support of ACCIÓ. The event brought together tourism and technology professionals to explore how innovation can transform the sector and boost the competitiveness of destinations.

Within this framework, INNOVI, represented by its Cluster Manager Eloi Montcada, led a workshop dedicated to wine tourism, focusing on how technology and innovation can enhance this key activity for economic and territorial development. During the workshop, participants reflected on how tech companies can contribute to the marketing, management, and complementarity of wine tourism offerings, improving efficiency and attractiveness.

Wine tourism is today a strategic tool for wineries and wine-growing destinations, as it helps create and strengthen brand identity, build customer loyalty, generate additional income through activity sales, and promote direct wine sales. However, the sector still faces major challenges: from the need to adapt products to different visitor profiles to improving marketing and reducing seasonality, as well as fostering cooperation between wineries and other tourism stakeholders, or improving infrastructure and accessibility—especially in relation to the capital market, Barcelona.

The workshop highlighted that collaboration between the wine and technology sectors is essential to address these challenges and move towards a more digital, sustainable, and competitive model of wine tourism, capable of positioning the Catalan wine sector as a European benchmark in tourism innovation.