Conversaciones con…

Roberto Puras

Association Coordinator


Barrio de la Estación integrates JIG’s wine tourism reservation management platform
– With the aim of continuing to create a benchmark wine tourism destination, the wineries of Barrio de la Estación include, starting this summer, a joint tourism offer.

– As a new development, the association integrates a booking platform developed by JIG to manage its wine tourism experiences and events.

The Barrio de la Estación Association, the historic enclave where the largest concentration of century-old wineries in the world is located, continues with its goal of promoting wine tourism, incorporating a new range of services and a booking management engine developed by JIG. The tool is aimed at reactivating wine tourism activity and digitalizing winery services. An implementation that will facilitate the communication processes of the Barrio de la Estación, improving the management of tourist services and automatically generating valuable data on customer profiles.

“For us, the implementation of the platform will offer a way to professionalize the marketing of our joint experiences, in addition to digitalizing the process, making it easier for the user to manage their own reservations and obtain information”, highlights Roberto Puras, coordinator of the Barrio de la Estación Association. A large number of leading wineries in the sector, including Alma Carraovejas, Pernod Ricard Winemakers (Campo Viejo, Ysios), Bodegas Franco Españolas, Bodegas Riojanas, Bodegas Olarra, Bodegas Ontañón or Bodegas Corral, among others, have already opted for the implementation of the tool.

Starting in June, the Barrio de la Estación will launch its joint wine tourism project called Barrio de la Estación Tours. Guided tours consisting of two routes that will bring visitors closer to the history of this particular neighborhood, going into the heart of three of its wineries, knowing the most emblematic corners and tasting their wines accompanied by a selection of tapas. The tours, which will start on June 22nd, will be held on Thursdays and Fridays from 10:30 in the morning, offering, during a guided tour of just over three hours, an attractive walk through the streets of the Barrio de la Estación.

The wine tourism offer will be completed by the Barrio de la Estación Passport. A convenient way to tour the six Wine Bar areas of its wineries, enjoying a premium wine and a selected tapa using a passport as a means of payment. This document will be valid for the whole year, and can be enjoyed at different times from the moment it is purchased.

The new platform will allow the Barrio de la Estación wineries to unify the reservation and sales processes of the new activities on a single website, minimizing dependence on other channels and optimizing data and purchasing patterns. This is another example of the commitment and collaboration of the wineries of the Barrio de la Estación with technology companies to create a destination, adding their diversity to a common goal: to turn the Barrio de la Estación into a quality wine tourism brand of international reference.

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