FINE 2026: Valladolid Sets the Stage for the Future of Global Wine and Olive Oil Tourism

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Published on
January 27, 2026

For two days in March, the historic city of Valladolid, Spain, will transform into the global epicenter of enotourism. On January 26, 2026, organizers officially unveiled the roadmap for the seventh edition of FINE, the International Wine Tourism Fair, scheduled for March 3 and 4.

This isn’t just another trade show; it is a meticulously crafted business platform where the soul of the vineyard meets the precision of international commerce. As the managing director of Feria de Valladolid, Alberto Alonso, noted during the presentation at Fitur, FINE has matured from a pioneering experiment into an essential “country event” that solidifies Spain’s position as a premier destination for wine lovers worldwide.

A Global Gathering of Visionaries

The scale of FINE 2026 is impressive, bringing together approximately 140 wineries, routes, and hotels with a curated group of 100 elite tour operators. The participation isn’t just local; confirmed buyers are flying in from a dizzying array of markets, including Canada, the United States, Mexico, Northern Europe, Brazil, Thailand, Italy, the UK, Bulgaria, Poland, and Turkey.

What sets FINE apart is its focus on high-value networking. The fair is structured to facilitate over 2,200 pre-scheduled job interviews, ensuring that every minute spent on the floor translates into tangible business growth.

The New Frontier: Olive Oil Tourism

One of the most exciting announcements for the 2026 edition is the formal incorporation of olive oil tourism (liquid gold tourism) into the official offering. This is a strategic move that recognizes the deep cultural and geographical overlap between olive groves and vineyards.

“Olive oil tourism complements and reinforces wine tourism,” Alonso explained. By grouping these two “allies” together, FINE is creating a more holistic model of rural tourism that blends gastronomy, history, and nature. This allows destinations to offer more diverse holiday packages, moving beyond a simple tasting to a comprehensive immersion in the Mediterranean lifestyle.

Diversity of Demand: From Luxury to Incentives

The 2026 edition reflects a shifting landscape in how people want to travel. The tour operators attending FINE aren’t just looking for standard cellar tours; they are seeking:

Business Tourism & Incentives: Companies looking for unique corporate retreats among the vines.Luxury Programs: High-end, exclusive experiences that offer private access to winemakers and historic estates.Holiday Packages: Curated routes that combine wine with local heritage and outdoor adventure.

New additions to the fair this year include the Ribeira Sacra and Campo de Cariñena routes, alongside prestigious wineries such as Masaveu, Palacio de Canedo, and Pago Altolandón. These join a robust roster of established partners like Protos, Abadía Retuerta, and Bodegas Alvear.

The Power of Collaboration

The success of FINE is rooted in a massive collaborative effort. The event is supported by heavyweights such as Turespaña, the Regional Government of Castile and León, the Spanish Wine Federation, and the Confederation of Travel Agencies. This institutional backing ensures that FINE isn’t just a regional event, but a strategic platform for national visibility on the international market.

The “Valladolid model” has proven so successful that it recently saw its first international premiere in Riva del Garda, Italy, last autumn. This expansion validates the model’s effectiveness in bridging the gap between producers and the global travel industry.

Humanizing the Enotourism Experience

At its heart, FINE 2026 is about the people who pour their passion into a bottle and those who travel across oceans to taste it. Wine tourism is a unique sector where the “product” is an experience—a sunset over the Douro, the smell of an aging cellar in Valladolid, or the taste of fresh olive oil in the Tuscan hills.

By opening the fair to diverse travel agencies and focusing on the “common thread” of wine culture, FINE is ensuring that the industry remains agile, modern, and deeply human.

Conclusion: A Date with Destiny in Valladolid

As the industry prepares for the March event, the focus is clear: diversification, internationalization, and quality. Whether you are a small boutique winery in Cuenca or a massive tour operator in Bangkok, FINE 2026 offers a glimpse into the future of how we will travel, taste, and connect.