The Potential of Wine Tourism in the Innovation Processes of Tourism Experiences in the Canary Islands—An Approach to the Case of the Canary Brand

Wine tourism is emerging as a key driver for the sustainability and revaluation of the braided cord vineyard management system (BCS) in La Orotava Valley, Tenerife, Canary Islands—a globally unique cultural landscape. The study reveals significant progress in integrating BCS into public-private strategies aimed at its recognition as a UNESCO World Heritage Site (BIC). Through 16 in-depth interviews with key stakeholders, researchers found that wine tourism is increasingly central to the valley's economic and social development, reflecting a shift toward innovative, experience-based models. The findings underscore the potential for wine tourism to revitalize traditional practices while ensuring their long-term preservation.

Dorta Rodriguez, A., & Quintela, J. A. (2024). The Potential of Wine Tourism in the Innovation Processes of Tourism Experiences in the Canary Islands—An Approach to the Case of the Canary Brand. Sustainability, 16(15), 6314. https://doi.org/10.3390/su16156314