Wine tourism is not just an activity. It is a way of interpreting a territory.
An experience may include a visit, a tasting or a walk through vineyards. But what truly creates value is the ability to make what lies behind it understandable.
Why the landscape looks the way it does. Why it is cultivated in that way. How wine is connected to the place and the people who shape it.
Drawing from my experience as a guide and environmental educator, I approach wine tourism as a tool for interpretation.
It is not just about showing, but about helping people understand. This means designing experiences that:
are connected to the territory
are coherent with their context
and take into account the people who live and work there
Because the value of an experience lies not only in what is offered, but in what is understood.
About me
I have been working for years as a hiking guide, leading small groups and interpreting the territory from within.
It was in this context that I started to notice a recurring pattern.
Whenever a route included vineyards or a winery visit, something shifted. There was more attention, more questions, a deeper interest in what was happening.
It was no longer just another part of the route. There was a real need to understand.
This observation is what led me to deepen my knowledge of wine.
Through my WSET training, I began to clearly see how much the territory, human decisions and context shape what we finally taste.
Today, I work at that point of connection.
Between wine and territory.
Between what happens and how it is explained.
Between the experience and the value it creates for those who live it.
What I do
I work with wineries, destinations and wine tourism projects that want to develop experiences more connected to the territory and the people who live and work there.
I bring an approach that combines landscape interpretation, wine knowledge and direct experience with visitors.
This allows me to identify what works, what is understood and what truly creates value within an experience.
From there, I collaborate in the design, development and refinement of wine tourism proposals, adapted to the context of each project.
Services
Wine tourism experience design
I develop and design wine tourism experiences that connect wine with the territory in which it is produced.
I work on the content, the structure and the way it is communicated, so that the experience makes sense, is understandable and aligned with the context of the place.
Consulting for destinations and projects
I support destinations, wineries and wine tourism projects in developing more coherent and territory-driven proposals.
From initial ideas to the review of existing experiences, with a focus on both the territory and the real visitor experience.
Talks on wine and territory
I offer talks focused on the relationship between wine, landscape and context, with an accessible approach grounded in real experience and technical knowledge.
Aimed at professionals, tourism projects and initiatives linked to the territory.
How I work
Wine tourism is evolving. More and more people are looking for experiences that are not only visited, but understood.
However, many proposals are still designed from the offer, without considering how they are actually experienced.
My approach is based on observation, understanding and adjustment.
Understanding the territory
Each project exists within a specific context. I analyse the landscape, local dynamics and existing narratives to ensure the experience is coherent with the place.
Real visitor experience
I work from direct observation. What is understood, what creates interest, what gets lost and what truly adds value.
It is not only about what is offered, but how it is experienced.
Intentional design
Not everything that happens in a winery or rural setting creates a meaningful experience. I select, structure and shape elements to build clear and relevant proposals.
Coherence and adaptation
Each proposal is adapted to the project, the audience and the territory. The goal is not to replicate models, but to develop experiences that work in their specific context.
Let’s work together
If you are developing an idea, a project or an experience related to wine and territory, I can help you shape it.
From the initial analysis to the development of the proposal, I work with you to create experiences that are coherent, understandable and aligned with their context.
Tell me about your idea and let’s explore how to develop it.
👉 You can contact me at: info@guiaenlanzarote.com 👉 Or through the contact section
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