In order to consolidate our position as a Smart Route, we have defined a model based on five strategic pillars that guarantee quality tourism that is competitive and aligned with current demands:

• Governance: Effective coordination between the region’s tourism stakeholders, including local administrations, wineries, accommodation, restaurants and complementary services. Through the Route’s Technical Commission, we guarantee efficient and participatory decision-making.

• Innovation: Incorporation of digital tools to improve the planning and promotion of the destination. We are implementing solutions such as artificial intelligence to personalise experiences, data analytics to better understand our visitors and digital reservation and customer service systems.

• Technology: Use of mobile applications, augmented reality and interactive platforms to facilitate tourist information in real time. With this, we seek to improve connectivity and access to relevant information about the wineries, accommodation and activities on the Route.

• Accessibility: Elimination of physical, sensory and cognitive barriers to ensure that all visitors, regardless of their abilities, can fully enjoy the destination. Through the positioning of the route as more accessible and specialised training, we promote a more inclusive route.

• Sustainability: Promotion of an environmentally responsible tourism model, through the efficient management of resources, waste reduction and the conservation of the wine-growing landscape. We also encourage the use of renewable energies in the wineries and promote sustainable mobility within the Route.