Peter Arijs from DOCa Rioja

Data alone doesn’t transform a winery. What truly makes the difference is knowing how to interpret it to make better decisions.

In this new episode, we speak with Peter Arijs, Head of Global Training and Projects at the Rioja DOCa Regulatory Council. Through the 2025 Rioja Wine Tourism Monitor—a study that has been tracking the evolution of wine tourism in Rioja for the past eight years—we explore what the data really tells us about the current state of the industry and, more importantly, where it is heading.

We discuss how visitor profiles are evolving, the increasing professionalization of wineries, the growth of direct-to-consumer sales, the rising value generated by wine tourism experiences, and the skills the sector will need in the years ahead.

Beyond the numbers, we examine the opportunities wineries have today to build more profitable and sustainable business models.

In this episode, we discuss:

➔ The key findings of the 2025 Rioja Wine Tourism Monitor and what they mean for wineries.

➔ How visitor expectations are changing and why creating greater value per visitor is becoming more important than simply increasing visitor numbers.

➔ The strategic role of wine tourism as a driver of direct sales, customer loyalty, and regional economic development.

An essential conversation for anyone who believes the future of wine tourism will not depend on attracting more visitors, but on better understanding the ones who already walk through the winery door.

PODCAST NOTES

• Download the full report 

• Rioja DOCa Regulatory Council 

• Rioja Wine Academy