ChallengeEU Students Explore Sustainable Wine Tourism in Requena

Universidad Europea de Valencia, through its Bachelor’s Degree in Tourism and Leisure Management, organised a new ChallengeEU M.A.R.K.E.T. Activity at Finca Calderón in Requena, entitled “From Wine Production to Destination Experience: The Sustainable and Innovative Future of Wine Tourism in Utiel-Requena.”

The initiative, designed by professors María Sánchez de Mora Vidal, Ivana Rihova and Hyeon Jin Lee, brought together 60 students for an experiential learning day focused on one of the key challenges facing the tourism sector today: promoting sustainable development models capable of generating economic, social and cultural value within local communities.

Throughout the event, students had the opportunity to gain first-hand insight into the Utiel-Requena destination and to analyse how the sector is working to transform wine production into innovative and distinctive tourism experiences aligned with the evolving expectations of visitors. The event also fostered knowledge exchange between the university community and key stakeholders involved in the region’s tourism and wine sectors.

Contributors included María José Martín Muñoz, Third Deputy Mayor and Councillor for Culture and Tourism of the Requena Town Council; Santiago Vaño, Culture and Tourism Manager of the municipality; Carmina Cárcel, Secretary of the Utiel-Requena Designation of Origin; Jorge Srougi, Chief Executive Officer of Coviñas; Rosa Vives, representative of the Utiel-Requena Wine Route; and Alba Ramos, Events Coordinator at Finca Calderón.

Through their presentations and contributions, participants addressed key issues shaping the future of wine tourism, including sustainability, innovation, destination promotion, collaboration between public and private stakeholders, and the creation of experiences capable of strengthening the competitiveness and positioning of wine-producing regions.

The event reflected the philosophy of ChallengeEU, which seeks to bring students closer to real societal challenges through collaboration among universities, public authorities, businesses and civil society. In this case, students had the opportunity to interact directly with key stakeholders from the tourism and wine sectors of Utiel-Requena, enriching their education through a practical experience closely linked to the realities of the region.

Through initiatives such as this one, Universidad Europea de Valencia and ChallengeEU continue to strengthen their commitment to international and experiential education closely connected to industry, preparing students to contribute to the sectors shaping the future of Europe.