How can wine tourism help strengthen local identity and create more sustainable tourism models? And how can different ways of producing wine coexist while contributing to a town’s economic and cultural development?

In the article “Tourism and coexistence between branded and natural wines: the case of Calonge i Sant Antoni”, our researcher Montserrat Crespi-Vallbona, alongside Ester Noguer-Juncà (University of Lleida) how two wine festivals in the Catalan town of Calonge i Sant Antoni help reinforce territorial identity, foster collaboration among producers and attract tourism beyond the summer season.

The study focuses on two annual events held every November: the New Wine Festival and the Farmer Wine Festival. While the first is linked to more commercial and quality-certified wineries, the second promotes traditional farmer wines and small-scale production methods. Together, these festivals showcase the coexistence of different wine cultures within the same territory.

Using direct observation and semi-structured interviews with local winegrowers, agribusinesses, associations and public authorities, the research analyzes how these events contribute to local development from a supply-side perspective.

The findings highlight a strong spirit of collaboration between wine producers, local organizations and public institutions. Despite representing different production philosophies, both festivals are largely perceived as complementary rather than competitive. Their shared objective is to promote the authenticity, culture and wine identity of the town.

Beyond wine consumption itself, the festivals create immersive experiences through guided winery tours, tastings, workshops, concerts, gastronomy and cultural activities. These experiences help visitors connect with the local territory, traditions and community, reinforcing the role of wine tourism as a driver of sustainable rural development.

The study also underlines the growing importance of authentic and place-based tourism experiences. Rather than relying exclusively on sun-and-beach tourism, Calonge i Sant Antoni has developed cultural and gastronomic events that diversify tourism activity and reduce seasonal dependence.

Another important finding is the role of younger generations in revitalizing the wine sector. Unlike other agricultural activities facing strong generational decline, wine production in the region continues to attract young producers, partly due to the cultural, creative and experiential value associated with wine.

However, the research also identifies several challenges for the future. These include climate change, the need to maintain participation among wineries, improving communication and promotion strategies, and ongoing debates about whether the two festivals should eventually merge into a single event.

From a policy perspective, the article stresses the importance of collaboration between public administrations and local stakeholders to strengthen authentic tourism models rooted in territorial identity. It also highlights the need for stronger communication strategies capable of reaching broader audiences, including young visitors, families and international tourists.

Overall, the study shows how wine tourism can function not only as an economic activity, but also as a tool for preserving cultural heritage, strengthening local networks and promoting more sustainable and community-based tourism development.

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