What keeps the wine tourists coming?

It’s generally more profitable to keep existing customers than acquire new ones. Robin M. Back PhD looks at how one wine tourism investment that inspires return visits.

Hotel Marqués de Riscal, Elciego
Hotel Marqués de Riscal, Elciego

Marqués de Riscal’s City of Wine includes, in addition to an historic winery, a striking postmodernist hotel. Designed by renowned architect Frank Gehry, the hotel’s landmark design features flowing ribbons of titanium, representing the wine and colours associated with the Riscal brand. The city, which was completed in 2006, also has two restaurants, a wine bar, a coffee shop, a wine spa, a boutique, and event and meeting spaces. 

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