A new market segment for olive oil: Olive oil tourism in the south of Spain

Abstract

Spain is the leading producer of olive oil. For Spain, olive oil and olive growing are not only an important source of economic wealth, but also symbols of its culture and gastronomy renowned both nationally and internationally. However, in rural areas where the olive is the primary source of income for resident families, proposals are being sought for activities that break away from the seasonality in income represented by dependence on agriculture. Among all these proposals there is one that is oleotourism, which is beginning to gain ground because of its facet of culinary tourism. This is due to its uniqueness, and it can also be considered an initiative for sustainable rural tourism. Given the interest aroused by this type of initiative, both on the part of the public administration and also the olive sector, this study involves the demand for oleotourism in Andalucía and is a strategic analysis of oleotourism as a new market sector in the south of Spain.