The concept of ‘living the winery’ has moved well beyond a marketing slogan to become the central strategic pillar for many wine producers. The classic enotourism model — a technical tour, an explanation of the winemaking process, and a final tasting — has grown stale. Sleeping among the vines, dining at Michelin-starred restaurants within the estate, enjoying vinotherapy spas, or wandering through the cellars at night with a glass in hand has become the new benchmark of oenological luxury. It’s Glampling in wineries.
The most forward-thinking wineries have recognised that their competitive field no longer lies solely in the bottle. The real contest is being fought on the terrain of cultural relevance, storytelling, and lived experience. And this new form of luxury is not showy but serene — built on time, surroundings, and authenticity. From a commercial standpoint, the pivot towards premium enotourism pursues very precise objectives: increasing spend per visitor through a comprehensive offer, turning guests into brand ambassadors, reducing seasonal dependency, and positioning the winery as a lifestyle destination.
Glamping in the vineyards embodies this philosophy perfectly. Unlike traditional camping, these accommodation formats are conceived with an exceptionally high level of detail, making use of sustainable materials harmoniously integrated into the natural landscape. Yurts, luxury bell tents, geodesic domes, and boutique cabins replace conventional hotel rooms, offering modern comforts — climate control, en-suite bathrooms — in settings that would be quite unthinkable for a standard hospitality establishment.
One recent example that generated considerable buzz on social media was the wedding of Stella Banderas — daughter of Antonio Banderas and Melanie Griffith — held in the heart of a Castilian vineyard. The ceremony took place at Abadía Retuerta LeDomaine, a twelfth-century Romanesque monastery converted into a five-star hotel and distinguished winery in the Ribera del Duero, sparking international coverage that has sent interest in the region soaring. Hospitality and tourism professionals in the area are confident that, long after the cameras have moved on, the curiosity of travellers seeking wine, nature, and gastronomy in off-the-beaten-track destinations will remain.
One of the most distinguishing features of these premium retreats is their capacity to offer genuinely personalised experiences: guided walks through the vineyards, yoga sessions at dawn, stargazing, or private dinners prepared by chefs among the vines. In Spain, Marqués de Riscal has long been a benchmark, with its vinotherapy spa integrated into the celebrated hotel designed by Frank Gehry, where guests combine body treatments based on grape extracts with the tranquillity of the Riojan vineyard.
From a global market perspective, the glamping sector is projected to reach 5.2 billion US dollars by 2034, with a compound annual growth rate of 8.2%. The 18-to-35 age group leads demand with over 45% of the market, reflecting a generational shift towards prioritising experiences over material possessions. Sustainability acts as an additional catalyst: glamping properties are adopting practices such as renewable energy use and waste reduction, aligning with the expectations of an increasingly environmentally conscious traveller.
All the indicators suggest that 2026 will mark a turning point in how wineries engage with their audiences: enotourism will cease to be a secondary tactical area and become a strategic axis every bit as important as the product itself or its distribution.
Sobrelías Redacción
Sobrelías Redacción