Management of the Haro Tourism Dynamisation Plan

Photographs: © Rafael López-Monné. Property: Haro Town Council.

PROJECT:

Haro Wine Carnival

As manager of the Haro Tourism Dynamisation Plan, it was necessary to carry out the structuring of a wine event in Haro, which would serve as a tool for positioning and promoting the tourism destination, linked to wine culture.

At that time, the wineries of Haro had not developed any previous experience of joint collaboration as a destination; this is why working with all the companies involved and related to the reception of visitors and tourists was the first step. This allowed us to make them aware of the need to organise an event that would boost and promote their destination. It was a medium and long-term task, but with great results, born of this collaborative process.

This is how the Wine Carnival was designed: an event that de-rationalised and enhanced the value of other resources, in addition to the wineries themselves; a different historical and artistic theme each year served to position the destination through its communication and promotion.

This event created a collaborative dynamic between the wineries to such an extent that it later allowed the creation of products that have achieved great national and international recognition, such as La Cata del Barrio de la Estación, making Haro a currently more competitive and better positioned tourism destination.

Due to its unique and innovative character, Haro Wine Carnival achieved great repercussion in the specialised and general media. Proof of this was the coverage by Televisión Española, which closed the national edition of its news programme with a report that included our event.