On the one hand, a generalized drop in consumption at a global level, dictated by health and generational reasons, on the other, a cyclical economic crisis that has a strong impact on exports: in the face of this complicated historical moment.

Can wine tourism represent a lifeline for the wine industry? The reflection comes from Spain, where trade associations are pushing for the promotion of wine as a cultural asset, pushing for public investments in marketing to be implemented, particularly aimed abroad, to show the peculiarities of Spanish wine and the experiences offered by cellars.