Another year as leaders in wine tourism in Jumilla: we exceeded 10,000 visitors in 2025
In recent years, wine tourism has established itself as one of the most effective ways to bring wine culture to the public, generate value in the region and strengthen the bond between wineries and visitors. In this context, our winery ended 2025 with more than 10,000 visitors for the first time, a milestone that confirms the strength of our offering and reinforces our position within wine tourism in Jumilla and the Region of Murcia.
This figure is not an isolated one, but the result of a sustained strategy based on the quality of the experience, the professionalisation of the service and a firm commitment to continuous improvement.
A winery with history, a contemporary outlook and a commitment to education
Our history dates back to 1841, making us one of the oldest wineries in the Jumilla Designation of Origin. Throughout almost two centuries of history, we have managed to preserve our legacy while adapting to changing times. Since the Fuertes family joined the project in 2005, it has undergone a profound modernisation process that has created a space where tradition and innovation coexist in harmony.
With more than 12,000 square metres of facilities and over 500 hectares of our own vineyards, we not only produce internationally renowned wines, but have also turned our spaces into a privileged setting for promoting wine culture. Each visit is designed as a complete journey along the ‘wine route’, from the vineyard to the glass, highlighting both the work in the field and the production and ageing processes, which are the pillars of wine tourism in Jumilla.
Wine tourism as a strategic focus
The opening of the winery to the public in 2012 marked a turning point in our relationship with the surrounding area. Since then, wine tourism has been central to our strategy, with a structured, diverse offering designed for different visitor profiles.
Growth has been steady. From modest figures in the early years, we now welcome thousands of visitors annually, not only from the Region of Murcia, but also from neighbouring communities and other parts of the country. The year 2025 has seen the definitive consolidation of this trend, exceeding the 10,000 visitor mark and confirming the interest aroused by our wine tourism offering in Jumilla.
Acknowledgements that endorse excellence
Our position in the field of wine tourism has been backed by important recognitions. Among them, the award for Best Wine Tourism Experience in the Region of Murcia, granted by Verema in 2022, stands out. This award is given by users and wine enthusiasts themselves, which reinforces its value and credibility.
In addition to this recognition, in 2025 we renewed the SICTED seal of commitment to tourism quality, a certification that accredits the proper management of tourism services, customer focus and the implementation of continuous improvement processes. These distinctions act as a guarantee of quality for those who choose to enjoy a carefully planned and professional wine tourism experience in Jumilla.
Unique spaces for a complete experience
One of the great distinguishing features of our proposal is the uniqueness of the spaces. Throughout the visit, wine tourists will explore such iconic places as the Sala Altos de Luzón, where the fermentation processes for our most premium ranges begin; the Sala de Crianza, with thousands of French and American oak barrels; and the Sala de la Catedral, a converted historic space that envelops visitors in a unique atmosphere.
The Sanctuary deserves special mention, a place steeped in symbolism, which houses historic vintages and has become one of the most valued spaces for those who visit us. All this is complemented by a tasting room designed to offer the best sensory conditions and a specialised shop where you can discover all our products.
Experiences tailored to all profiles
Our wine tourism offering in Jumilla is structured around different types of visits, designed to suit the interests and expectations of each visitor. From introductory experiences to exclusive offerings for small groups, they all share the same goal: to provide an educational, accessible and memorable experience.
Among the most notable options are those that allow visitors to delve deeper into the winemaking process through direct barrel tastings, as well as pairing experiences in which our most exclusive wines are combined with carefully selected gastronomic offerings.
All the latest information on visits and experiences can be found in the wine tourism section of our website.
A live calendar of activities
Beyond regular visits, we maintain an annual calendar of activities that reinforces our role as a cultural and social meeting point. Events such as Music Among Wines, Open Harvest Days, introductory wine tasting courses, family activities and themed events turn the winery into a dynamic and constantly evolving space.
These initiatives bring the world of wine to a diverse audience, promoting awareness, responsible enjoyment and knowledge of the region, which are fundamental values of wine tourism in Jumilla.
A well-established benchmark in Jumilla and throughout the Region of Murcia
The closure of 2025 with more than 10,000 visitors confirms that our wine tourism model works and that we continue to consolidate our position as one of the leading wine tourism destinations in Jumilla and the Region of Murcia. A project that looks to the future with ambition, without losing sight of its roots, and which continues to work to offer quality experiences that go beyond a simple visit.
Because here, wine is not only made: it is shared, explained and experienced. And that is undoubtedly one of the secrets of our journey.