Logroño aims to boost wine tourism from Monday to Thursday. The city council and Bodegas de Logroño presented the campaign "Entre semana todo sabe mejor" on 5 October 2026. At its heart are bookable packages from €250 per person, combining two nights’ accommodation, a set menu and visits and tastings at one of the participating bodegas. Local travel agencies tailor the stays, which are specifically designed for weekdays.
The initiative builds on an existing cooperation agreement between Logroño City Council and Bodegas de Logroño. Also involved are the Asociación Riojana de Hoteles, with Asociación de Hostelería de La Rioja, with Asociación de Agencias de Viaje de La Rioja and the Federación de Empresarios de La Rioja. The city’s participating wineries include Bodegas Franco-Españolas, Ontañón, Viña Ijalba, Olarra, Campo Viejo, Marqués de Vargas and Arizcuren Bodega y Viñedos.
According to the organisers, the offer is intended to spread demand and establish Logroño as a destination for wine tourism experiences beyond weekends. Visitors to the city during the week can enjoy its wine cellars, food and urban attractions such as the Centro de la Cultura del Rioja in a more relaxed setting than on busy days. Collaboration with hotels, restaurants and travel agencies is also intended to provide an economic boost on weekdays.
The key elements are clearly defined: two nights in participating hotels, a set menu at partner restaurants and a tasting at one of the capital’s seven bodegas La Rioja. No specific occupancy targets, expected additional revenue or capacity limits were given when the programme was presented. However, the representatives responsible stressed that the final programme would be tailored to travellers’ profiles and that packages could be adjusted flexibly through regional agencies.
For Logroño, this is a test of whether stays can be shifted from weekends to weekdays. The programme’s effectiveness will depend on actual booking figures, possible off-season pricing and coordination with regional events and transport services. If the model works, it could smooth occupancy and help businesses plan staffing and opening hours more predictably throughout the week. For now, it remains unclear which indicators will be used to assess success and how often the partners will publish an evaluation.
Editor: Mira Cadena (Article created with AI assistance).