A dozen wineries from the Archipelago are preparing to cross borders and participate in the WineMad 2026 fair, to be held in Madrid. The main objective is to enhance the international projection of Canary wines and explore new markets. This initiative is part of the islands' product internationalization strategy, which has already begun to generate interest in countries like Japan.

The manager of the Canary Enotourism Cluster, Hernán Tejera, highlights the growing recognition of Canary wines, which are awarded "practically in every competition they participate in." The Cluster, along with GMR Canarias, will take part in the Madrid Wine Summit, addressing key topics such as wine tourism, the relationship between gastronomy and territory, and the social impact of wine culture.

Despite international successes and awards, the Canary Islands have not yet consolidated themselves as a wine tourism destination at the level of other Spanish regions. The WineMad 2026 fair presents a crucial opportunity to showcase new wineries and productions, foster business relationships, and access a broader international offering. A total of 11 Canary companies will be grouped in a 48-square-meter stand.

The fair's philosophy aims to open new distribution channels and concentrate supply. The Canary Enotourism Cluster, through Hernán Tejera, emphasizes the importance of wine tourism as an "added value" segment, capable of sparking tourists' interest before their visit to the Archipelago. The unique nature of Canary wines, originating from a "volcanic and Atlantic territory" with singular varieties, is a key differentiating factor.

Among the main challenges for the Canary wine sector are the aggregation of supply, the digitalization of companies, and the promotion of the Canary Islands as a sustainable wine tourism destination. Participation in international fairs like WineMad 2026 and future events in Italy opens new expansion possibilities and attracts an increasingly diverse audience, including younger demographics.