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The International Olive Council (IOC) hosted its first webinar on oleotourism on 10 December 2025, gathering over 100 participants from across the olive sector. Organised by the Economy and Promotion Unit, the session was opened by Abderraouf Laajimi, IOC Deputy Executive Director, who underscored the alignment of oleotourism with the IOC’s mission to promote quality, scientific research and transparency, while enhancing the global profile of olive oil and table olives. The keynote address was delivered by Sandra Carvão, Director at UN Tourism, who highlighted the rise of rural tourism and the growing appetite for authentic, gastronomic experiences. The two main sessions of the event featured expert insights from academics and business leaders such as Prof. Manuel Parras Rosa (Spain), Prof. Roberta Garibaldi (Italy), Eleftheria Mamidaki (Greece), Ana Brito Carrilho (Portugal), and testimonials from successful oleotourism initiatives in countries including Brazil, Tunisia, Argentina, Portugal and Italy.
An opportunity for economic, cultural and rural revitalisation
The seminar emphasised that oleotourism is more than a niche trend; it is a strategic opportunity to foster rural development, promote local identity and stimulate economic diversification. Speakers outlined how experiences such as olive mill visits, harvest participation, tastings, and sensory analysis workshops can create deep emotional and educational connections with visitors. These immersive encounters do not just promote extra virgin olive oil—they generate ambassadors for quality, sustainability and culture .
Oleotourism was also framed as a way to build trust and transparency in the olive oil value chain, educate consumers about production processes, and enhance the visibility of traditional landscapes and farming communities. In particular, its contribution to protecting heritage, promoting regenerative tourism, and connecting agriculture with tourism and hospitality was widely praised. Moreover, the integration of digital tools, from mobile apps to virtual experiences, was seen as crucial for widening reach and improving visitor access.
Key challenges to address
Despite its potential, speakers identified several key barriers that must be addressed to allow oleotourism to reach maturity:
• Limited infrastructure in many rural areas, affecting access and visitor comfort.
• Seasonality of tourism and olive oil production cycles, requiring creative programming to ensure year-round activity.
• Fragmented governance, with a lack of national strategies or coordinating bodies to harmonise efforts and support operators.
• Lack of promotion and visibility, both domestically and internationally, particularly among tour operators unfamiliar with the olive sector.
• Insufficient professional training, particularly in sensory analysis, visitor engagement and experience design.
• Risks to authenticity, especially if oleotourism is scaled without adequate cultural safeguards .
Speakers stressed the need for policy support, targeted investment, digitalisation, and education, as well as stronger collaboration among producers, tourism professionals and public authorities.
IOC’s continued commitment
As highlighted in the opening remarks, oleotourism represents a natural extension of the IOC’s work in promoting olive oil culture, quality and sustainability. The Council remains committed to supporting dialogue among stakeholders, sharing international best practices, and fostering integrated approaches that place the olive tree, the landscape and the communities that care for them at the heart of rural development.
Oleotourism has the potential to transform the way the world experiences olive oil—as a symbol of heritage, health, and hospitality. The IOC will continue to champion this movement, helping to ensure it grows in ways that are sustainable, inclusive and rooted in local realities.
