From winery visits to yoga among vineyards, passing through musical vermouths or outdoor picnics, wine tourism in the province of Barcelona moves away from the classic model and reinvents itself with new perspectives. Current proposals respond to broader interests ---from wellness tourism to cultural or family experiences--- and invite us to discover the world of wine beyond tasting.
Regions such as Alt Penedès, Bages, Maresme, Vallès Oriental, or Garraf are committed to a more inclusive, sustainable, and experiential model, with the aim of connecting visitors with the territory in an authentic way. This evolution reflects a paradigm shift: wine tourism is no longer experienced as a specialized activity, but as a close and rooted experience that values the vineyard, gastronomy, and local identity.
Leaving behind classic tasting
"Wineries have left behind wine tourism aimed solely at wine lovers or experts. They have understood that the offer must go much further," says Gerard Domingo, director of the Escola d'Enoturisme de Catalunya. This change has been key to reaching new audiences: families, young couples, groups of friends, or people simply looking to disconnect and enjoy an experience in nature. "More and more wineries are offering must. It's not anecdotal. It is very much linked to what families are looking for: experiences to share."
This openness has also been accompanied by a growing interest in the cultural dimension. Spaces such as VINSEUM – Museu de les Cultures del Vi de Catalunya, in Vilafranca del Penedès, the Cava Centre in Sant Sadurní d'Anoia, the Centre d'Interpretació de la Malvasia de Sitges, or the small family museums in the territory are increasingly receiving more visitors interested in wine heritage and history.
In parallel, harvest festivals have consolidated as key moments in the wine tourism calendar. "In the end, they are expressions of the identity, uniqueness, and history of a territory," points out Domingo, adding: "The more elements we have that can be explained through festivals, museums, or even music festivals ---which are also organized a lot---, the more complete the wine tourism proposal will be."
This September, for example, the province of Barcelona hosts several prominent grape harvest festivals: the Festa de la Verema del Penedès, with enogastronomic proposals in the wineries throughout the month; the XXXVIII Festa de la Verema de Cubelles, on the 5th and 6th, with family activities and live music; the 51st edition of the Festa de la Verema d'Alella, from the 4th to the 10th, which fills the town with activities, tastings and popular culture; and the festive day of Pacs del Penedès, on September 28th, with a program that combines gastronomy, music and workshops for all ages. In addition, on October 4th, the Festa de la Verema del Pla de Bages is celebrated in Artés, with a wine exhibition, the annual presentation of the wineries' products, shows, a craft fair and family activities.
Wineries that make a difference
The evolution of the wine tourism model is not only perceived in general trends, but takes shape in the concrete practices of some wineries that have known how to innovate, connect with new audiences and redefine the link with the territory through unique proposals.
"There is a clear change of model: wine tourism cannot be limited to consuming the territory; it must generate return and meaning"A clear example is Celler Can Roda, in the D.O. Alella, which has incorporated activities such as yoga among vineyards, with a subsequent tasting, aimed at an audience seeking disconnection, well-being and inclusion. For Gerard Domingo, these initiatives turn the winery into "a space for encounter and care," while participating in health and community cohesion projects.
Proposals that before might have seemed specific, such as vermouths among vineyards, have consolidated as formats capable of generating community. They are often held in charming spaces, such as terraces surrounded by nature, and attract a diverse public. "Wineries identify the resources they have at their disposal and integrate them into the project," highlights Domingo. These are open and accessible experiences, even for those who do not consume wine, but wish to feel part of the landscape.
Also noteworthy is the case of Oller del Mas, in the D.O. Pla de Bages, currently the most visited winery in Catalonia, despite not competing in bottle volume with other major brands. Its strength lies in having understood how current tourism works and having opted for an integrated model. They have created their own tour operator to manage visits and have developed a complete offer that includes a hotel, a golf course, and cabins immersed in the landscape. For Domingo, "they offer a real differentiation, with value and closeness."
The renowned Familia Torres has also taken a firm step towards a more rooted and sustainable model. They have opened the restaurant El Celleret, where they focus on local products, and organize activities that connect with nature and environmental values. "Here there is a clear change of model: wine tourism cannot be limited to consuming the territory; it must generate return and meaning," states the director of the Escola d'Enoturisme de Catalunya.
Finally, the case of Alta Alella, the most visited winery in the D.O. Alella, shows how a determined commitment to uniqueness can strengthen a brand. From its beginnings, they have promoted open and innovative wine tourism, with initiatives such as pairing on board a sailboat on the high seas. Actions like this, which take the experience beyond the winery and connect with the values of the territory, exemplify the desire to rethink wine tourism from a brave and committed perspective.
The so-called Barcelona Wine Routes propose enjoying the landscape and the culture of wine, cava, and sparkling wines in three wine-growing areas with Denomination of Origin ---D.O. Penedès, D.O. Pla de Bages, and D.O. Alella---, which offer a wide variety of proposals near the city of Barcelona. Through the three routes ---Penedès Wine Route, D.O. Pla de Bages Wine Route and D.O. Alella Wine Route--- it is possible to find options to visit wineries, carry out wine tastings, and live wine tourism experiences like those mentioned.
An overall vision to rethink the model
The study Wine Travel Observer, promoted by the Escola d'Enoturisme de Catalunya, offers a detailed x-ray of the sector and provides two key ideas to understand the current moment. This second edition has identified 1,090 businesses linked to wine tourism in Catalonia, which offer activities related to wine and tourism. Among them, 435 visitable wineries, 470 restaurants, 102 tourist establishments, 60 travel agencies, and 23 service companies stand out.
"Wine tourism, with all the actors that comprise it, can be Catalonia's spearhead to change the tourism model and highlight the work of producers"As Gerard Domingo explains, the study yields two main conclusions. The first is the need to build a shared narrative that allows identifying wine tourism under the same parameters and that acts as a recognizable value seal. The second refers to territorial balance: "Although a good part of wine tourism activity is concentrated in rural areas, cities play an important role as platforms for connection and dissemination", he points out. This is the case of numerous visitors who tour the Penedès, but stay in Barcelona, which reinforces the need to establish stronger links between the city and the territory.
Another of the study's highlights is its territorial analysis, which focuses on the distribution of visitable wineries. "The territories of the Barcelona demarcation have 182 visitable wineries, which represents almost half of all those in Catalonia," it indicates. Within the province, Penedès leads the offer with 152 wineries, followed by D.O. Pla de Bages, with 17, and D.O. Alella, with 13. Despite their smaller dimensions, both D.O. Pla de Bages and D.O. Alella stand out for their intensity and maturity within the sector.
Lengthening the stay and forging alliances: the challenge of new wine tourism
Looking ahead, one of the great challenges is to increase the average stay of visitors. "Wine tourism, with all the actors that comprise it, can be Catalonia's spearhead to change the tourism model and highlight the work of producers," points out the director. This is a new approach that seeks to contribute to the revitalization of inland economies and the preservation of the territory.
The specialist also highlights the growing importance of restaurants within the wine experience. More and more restaurants are opting for local wines and becoming prescribers for their producers. In parallel, synergies between chefs and wineries are multiplying, leading to more rooted proposals with added value. "Together we are capable of generating more value," assures Domingo. "After all, wine is liquid gastronomy."
In short, wine tourism in the province of Barcelona can no longer be understood as a simple visit to a winery. It is a 360° experience, involving various actors and offering a wide variety of proposals for very diverse audiences: families, museum lovers, groups of friends looking for adventure or foodies passionate about local ingredients. It is a way of getting to know the territory with all the senses, which at the same time cares for it, projects it and transforms it. Wine tourism near Barcelona, many experiences to discover.
More information at: https://www.barcelonaesmoltmes.cat/es/vinos-bodegas and https://www.barcelonaesmoltmes.cat/es/gastronomia