Maria Condo |Wine and Land

Working in wine tourism from the territory

I have been working as a guide in Lanzarote for years, leading small groups and interpreting the landscape from within.

Through this direct contact with both people and place, I started to notice something clear:
many wine tourism experiences are visited, but not always understood.

From that point on, my work began to evolve.

Today, I combine that on-the-ground experience with a line of work focused on the consultancy and design of wine tourism experiences, working with wineries, destinations and projects that aim to develop proposals more closely connected to their environment.

Consultancy and design of wine tourism experiences

I work as a wine tourism consultant with a clear approach:
starting from the territory to build meaningful experiences.

This involves analysing the landscape, local culture, place dynamics and the type of visitor each project is aimed at.

From there, I collaborate in:

• designing wine tourism experiences
• reviewing and improving existing proposals
• building narratives that are coherent with the territory

My work is mainly based in the Canary Islands, where I have direct knowledge of the context, but I also collaborate on projects that share this approach in other locations.

A way of working based on coherence

As I understand it, wine tourism is not built from the offer, but from the territory.

Wine is not the centre of the experience, but a cultural mediator that helps to understand the landscape, its history and the people behind it.

That is why every project is approached through:

• interpretation of the territory
• coherence with the identity of the place
• the real visitor experience
• and the relationship with the local community.

A regenerative tourism approach

My work is guided by a regenerative tourism perspective.

This means that experiences should not only be sustainable, but also contribute real value to the territory in which they take place.

It is not only about minimising impact, but about:

• reinforcing local identity
• activating cultural heritage
• creating meaningful connections between visitors and community

Working from experience

My work is grounded in practice.

In observing how people react during a route, what they understand, what gets lost and what truly connects.

That direct experience is the basis from which I analyse, refine and design.

If you are developing a project

If you are working on a winery, a destination or a wine tourism proposal and want to bring more coherence, clarity or depth to it, we can explore it together.

👉 Tell me about your idea and let’s see how to develop it from the territory.