International experts assess the potential of oleotourism as a driver of sustainable development

The International Olive Council (IOC) will hold an international webinar on 10 December focused on oleotourism, a rapidly growing activity that combines gastronomy, culture, landscape, and sustainable rural development. The event will bring together specialists from Spain, Italy, Portugal, and Greece to discuss the scientific, tourism-related, and economic aspects of this modality in the main olive-producing countries.

The session will explore topics such as income diversification in rural areas, consumer education, the cultural value of the olive tree, and various international success stories. Oleotourism, widely established in the Mediterranean basin, is also expanding to regions such as the United States, Argentina, Chile, Brazil, and Australia through activities like visits to olive mills, guided tastings, scenic routes, and producer-led experiences.

A recent study on oleotourism in the province of Córdoba shows that nearly all tourists express their intention to return, highlighting the sector’s strong potential for visitor loyalty and its growing appeal.

A space for exchanging ideas to understand market demand and sector opportunities
The IOC webinar will serve as a forum to share successful models and analyse how oleotourism can strengthen the olive value chain, improve understanding of the quality and uniqueness of olive oils, and contribute to the sustainable development of producing regions.

The organisation emphasises that oleotourism can become a key lever for sector growth by opening new sources of income for rural communities and enhancing the cultural and landscape heritage of the olive tree.

Confirmed speakers

Manuel Parras Rosa (Spain) – University of Jaén
Strategic marketing and territorial branding in oleotourism: insights from the Spanish olive sector

Roberta Garibaldi (Italy) – University of Bergamo, President of the Italian Association of Gastronomic Tourism
Cultural and gastronomic tourism as engines of rural development: the role of oleotourism in Italy

Ana Brito Carrilho (Portugal) – Ambassador of the World Food Travel Association and advisory board member of the World Gastronomy Institute
From quality to experience: integrating olive oil sensory analysis into oleotourism offerings

Eleftheria Mamidaki (Greece) – Manager, Anoskeli Olive Mill & Winery
Sustainable practices in olive mills as a driver of oleotourism development: perspectives and innovations from Crete

Webinar details

Date: 10 December 2025
Time: 14:30–18:00 (CET)
Languages: English, French, and Spanish (with interpretation)
Access: Open, no prior registration required
Connection link: https://lnkd.in/d8-H3SeE