La ruta de la Garnacha

What La ruta de la Garnacha does

La Ruta de la Garnacha is a non-profit tourism association (Asociación para la Promoción Turística de La Ruta de la Garnacha) headquartered in Borja, Zaragoza, Aragon, Spain, with 7 employees. It promotes wine tourism across approximately 20 municipalities in the Campo de Borja denomination, centered on the Garnacha (Grenache) grape variety. The association operates as a destination management organization, curating an integrated portfolio of wineries, restaurants, accommodations, transportation (Taxi Olga), outdoor activities, and cultural heritage sites under a unified brand. Its offering is structured around themed touristic packs (Enoaventúrate, Love Garnacha), outdoor routes including the 150km Garnacha&Bike cycling route, trekking, Camino de Santiago connections, and ticketed event experiences such as the €20 wine tastings and the €28 Garnacha & Music events.

The business model is a hybrid of public subsidy, member dues, and consumer ticketing. The association receives co-financing from FEADER (European Agricultural Fund for Rural Development) and LEADER rural development programs, regional support from the Gobierno de Aragón, and small foundation grants (€2,000/year for three years from Fundación la Caixa). Consumer revenue is generated through event ticketing, the Enoticket sales platform, and partnerships with member wineries and tourism service providers. Distribution is channeled through the official website (larutadelagarnacha.es), a mobile app, the Mi Viaje digital trip planner, and ACEVIN's national Rutas del Vino de España network. Strategically, the entity is guided by the Plan Director EITA 2017-2027 landscape management plan and the new Plan Estratégico 2026-2029. Recognition includes the 2015 Espacio de Interés Turístico de Aragón designation, Bandera Verde sustainability certification, and Destino Sostenible y Responsible recognition.

Name

La ruta de la Garnacha

Legal name

ASOCIACIÓN PARA LA PROMOCIÓN TURÍSTICA DE LA RUTA DE LA GARNACHA

Website

https://larutadelagarnacha.es

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

La Ruta de la Garnacha is a non-profit association promoting wine tourism across ~20 municipalities in Spain's Campo de Borja Garnacha region. It coordinates wineries, restaurants, accommodations, cycling routes, and ticketed events under a unified destination brand, with public and ACEVIN channel support.

Ownership category

akta.pro rank

Product category

Wine Tourism Services

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

akta.pro secondary industry

Culinary & Wine Travel Agencies (THAKAFAH)

Keywords

• Wine tourism services
• Enotourism experiences
• Wine route promotion
• Gastronomy tourism
• Destination marketing

Headquarters

HQ city

Borja

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Tourism Destination Services: As an association for tourist promotion, La Ruta de la Garnacha facilitates tourism to member wineries, restaurants, and accommodations in the Campo de Borja wine region. Revenue is generated through event ticketing (wine tastings at €20, Garnacha & Music events at €28), partnership fees, and promotional services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

La ruta de la Garnacha is a non-profit destination management organization that promotes wine tourism in the Campo de Borja denomination of origin in Aragon, Spain. It coordinates 27 member wineries, 36 municipalities, and 11 collaborating companies to offer curated visits, themed experiences (Enoaventúrate, Love Garnacha), the annual Garnacha & Music festival, cycling, trekking, driving, and Camino de Santiago routes, plus accommodation, gastronomy, and accessible tourism services built around the native Garnacha grape.

Product overview

La ruta de la Garnacha is a unified wine tourism destination managed by the Asociación para la Promoción Turística de La Ruta de la Garnacha, offering a comprehensive portfolio of experiences centered on Garnacha wine in the Campo de Borja region of Aragon, Spain. The portfolio includes visitable wineries (Bodegas Aragonesas, Bordejé, Borsao, Pagos del Moncayo), themed touristic packs (Enoaventuradas, Love Garnacha), outdoor routes (driving, cycling/BTT via Garnacha&Bike, trekking, Camino de Santiago), accommodation and restaurant services, transportation via Taxi Olga, cultural attractions (art, heritage, nature), and event experiences (wine tastings like Catando Ibiza and Garnacha & Music). The destination also provides member training webinars and the Enoticket sales platform. Key strategic affiliations include ACEVIN, Ruta del Vino de España, and support from Gobierno de Aragón and EU LEADER funding.

Differentiator

Problem solved

Functional benefit

Brands

• Garnacha&Bike: A cycling tourism route spanning 150 kms through the main landscapes of the destination, specifically designed for wine and cycling tourism enthusiasts.
• Enoticket

Products and services

• Garnacha & Music festival Annual wine and music festival held in Campo de Borja that pairs Garnacha wines from member wineries with live music performances. Tickets are sold to individual visitors and groups.
• Catando Ibiza wine tasting Wine tasting experience held in Ibiza featuring Garnacha wines from Campo de Borja, organized as part of the Garnacha & Music festival branding.
• Enoaventúrate touristic packs Themed touristic experience packs that combine winery visits, tastings, and local activities for travelers seeking curated, adventure-style enotourism itineraries.
• Love Garnacha experiences Romantic-themed wine tourism experiences built around Garnacha, including paired winery visits, dining, and rural accommodation designed for couples.
• Winery visits Guided visits and tastings at member wineries within the Campo de Borja denomination of origin, bookable individually or as part of themed packs.
• Garnacha&Bike cycling route Designed cycling route through the Campo de Borja wine region that links wineries, rural villages, and rest stops for active travelers.
• Enoticket sales platform Online ticket sales channel offered by the association that aggregates bookings for member wineries, restaurants, rural houses, and enotecas participating in enotourism activities.
• Mi Viaje trip planning tool Free online itinerary planning tool provided by the association that helps visitors design multi-day wine tourism trips across Campo de Borja member services.

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ACEVIN (Asociación Española de Ciudades del Vino)coreStrategic or Co-development PartnerACEVIN is the Spanish Association of Wine Cities that manages the Rutas del Vino de España network. La Ruta de la Garnacha operates as an affiliated member of this national wine tourism organization, gaining access to shared marketing platforms, intelligence systems, and industry events. The association participated in ACEVIN's XXXIII General Assembly in Requena.
• Gobierno de AragóncoreStrategic or Co-development PartnerThe Aragonese regional government supports the wine route through official recognition (Espacio de Interés Turístico de Aragón), co-branding on tourism materials, and potential funding. The destination is promoted under the 'Enoturismo Aragón' and 'Turismo de Aragón' banners.
• ASOMO - Tierras del MoncayominorStrategic or Co-development PartnerAssociation of municipalities from the Moncayo area that collaborates on regional tourism promotion and sustainable development initiatives.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ruta del Vino de Rueda: Another ACEVIN network member, the Rueda wine route structures tourism promotion around a specific DO region in Castilla y León. Shares the same non-profit association model, multi-modal tourism offerings (wine + cycling + cultural), and reliance on EU rural development funding.
• Ruta del Vino de Rías Baixas: Galicia's Rías Baixas wine route, an ACEVIN network member. Operates as a comparable wine tourism destination association promoting DO Rías Baixas wineries, gastronomy (especially seafood pairings), and regional cultural experiences.
• Ruta del Vino del Penedès: Catalonia's Penedès wine tourism route, also an ACEVIN member. Comparable in promoting a DO-specific wine tourism destination with associated gastronomy, cultural heritage, and active tourism experiences for the Mediterranean wine region.
• Ruta del Vino de Rioja (ACEVIN): La Rioja wine route is another member of the ACEVIN Rutas del Vino de España network, making it the most direct peer. Both operate as wine tourism destination associations in Spain, structuring member wineries, restaurants, and accommodations into a unified tourism brand with similar marketing and event approaches.
• Ruta del Vino de Empordà: Catalonia's Empordà wine route, an ACEVIN network member. Operates the same destination association model with wine tourism, gastronomy, and active tourism (cycling, hiking) around DO Empordà wineries.
• Ruta del Vino de Jerez: Jerez wine route in Andalusia, another ACEVIN network member. Operates the same destination association model with member wineries, gastronomy experiences, and cultural tourism, and competes for similar tourist segments visiting southern Spain.
• Ruta del Vino del Somontano: Aragonese regional peer also operating as an ACEVIN wine route within the same Aragon region. Provides direct competitive comparison for tourist flows within Aragon, with similar DO-based positioning and shared tourism infrastructure.
• Ruta del Vino de Txakolí: Basque Country's Txakolí wine route, also an ACEVIN network member. Operates as a similar DO-specific wine tourism destination association in northern Spain, combining winery visits with regional gastronomy and cultural heritage.
• Ruta del Vino de Pla de Bages: Another ACEVIN network member in Catalonia focused on DO Pla de Bages. Operates with the same destination association model, multi-modal tourism offerings, and DO-specific branding strategy as La Ruta de la Garnacha.

Broad incumbents

• ACEVIN (Asociación Española de Ciudades del Vino): The umbrella association managing the Rutas del Vino de España network. While not a direct competitor, it is the broker and platform that provides La Ruta de la Garnacha's national visibility and peer network, making it a comparable entity in the Spanish wine tourism ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/larutadelagarnacha
• Instagraminstagram.com/ruta_de_la_garnacha
• LinkedInlinkedin.com/company/la-ruta-de-la-garnacha

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about La ruta de la Garnacha