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

A webinar organised by the IOC will explore the scientific, tourism-related and economic foundations of a growing sector in olive-oil-producing countries.

The International Olive Council (IOC) will hold an international webinar on 10 December dedicated to oleotourism, a rapidly expanding activity over the past decade that brings together gastronomy, culture, landscapes and sustainable rural development. The event will gather four academic experts and industry professionals from Spain, Italy, Portugal and Greece to discuss the advantages of income diversification, strategies to educate consumers and promote olive culture, as well as testimonies and successful case studies.

From the historic olive groves of the Mediterranean basin, oleotourism is now expanding to new destinations such as the United States, Argentina, Chile, Brazil and Australia. Visits to olive mills, guided tastings, scenic routes and innovative experiences bring visitors closer to life in the olive grove. This type of tourist seeks to understand where food comes from, enjoy healthy products and take part in authentic, territory-based and sustainability-oriented activities.

A recent study (2024) on the relevance of oleotourism in the province of Córdoba found that 99.7% of tourists expressed their intention to return to the region, highlighting the strong appeal and positive experience associated with oleotourism — clear evidence of a product with high potential for loyalty and recommendation.

Understanding demand and opportunities in the sector

In this context, the webinar, organised by the IOC Promotion Department, will provide a space for exchange between countries with different trajectories in oleotourism. It will allow for the analysis of successful models, the sharing of applicable practices and a reflection on how this activity can strengthen the olive value chain while enhancing consumer awareness of the quality and uniqueness of olive oils.

“As a global forum fostering dialogue and technical cooperation, the IOC believes that oleotourism can act as a lever for the sustainable development of the sector. In addition to opening new income streams for rural communities, oleotourism enhances perceptions of olive oil quality and highlights the cultural and landscape heritage of the olive tree,” said Jaime Lillo, Executive Director of the IOC.

This webinar forms part of the IOC’s commitment to supporting governments and the olive sector in designing sustainability-aligned strategies that contribute to a stronger and more balanced future for the olive sector.

Confirmed Speakers

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

Roberta Garibaldi (Italy)
University of Bergamo
President of the Italian Association of Gastronomy Tourism
Topic: Cultural and gastronomic tourism as drivers of rural development: the role of oleotourism in Italy

Ana Brito Carrilho (Portugal)
Oleologist, Consultant and University Lecturer, Panel Test Leader and IOC-Recognised Sensory Expert
Topic: From quality to experience: integrating olive oil sensory analysis into oleotourism offerings

Eleftheria Mamidaki (Greece)
Manager, Anoskeli Olive Mill & Winery
Topic: Crete’s oleotourism strategy: unlocking the market potential through diverse experiences and the Road of the Olive Tree

Information

• Date: Wednesday 10 December 2025
• Time: 14.30 – 18:00 (CET; Madrid time)
• Languages (interpretation available): English, French and Spanish
• Click here to access webinar