In 2025, the Wine Museum in Peñafiel celebrates its 25th anniversary. Over this time, it has become not only a symbol of the Ribera del Duero region but also an important destination for tourists interested in Spain’s wine culture. When the museum first opened in 2000, the idea of combining wine, tourism, and gastronomy seemed bold and even risky. Today, however, wine tourism has become an integral part of the regional and national economy.
In the early 2000s, wineries in the Ribera del Duero rarely welcomed visitors. To launch the project, the Peñafiel municipality had to negotiate with producers to organize the first tours and tastings. The local authorities at the time even partially funded event expenses to attract the public and introduce them to local winemaking traditions.
Since its opening, the museum has welcomed more than two million visitors, with about 15% coming from abroad. In certain years, the number of visitors exceeded 100,000, making the museum one of the most popular in Castilla y León. Over a quarter of a century, the region has seen the emergence of many new hotels, restaurants, and other tourism infrastructure. While there were hardly any hotels in the area before, today there are boutique hotels, large hotel complexes, and hundreds of accommodation options.
The region’s wineries have completely transformed their approach to tourism. Today, nearly all of them offer tours, tastings, as well as additional services—from restaurants to spa complexes. Some establishments, such as Abadía de Retuerta and Pago de Carraovejas, have been awarded Michelin stars for their gastronomic projects. Just a quarter of a century ago, this would have seemed impossible.
The Wine Museum in Peñafiel was one of the first in Spain to focus on promoting wine culture to a broad public. Although similar museums already existed in the country, it was this project that became the driving force for change and inspired other regions to develop wine tourism. The museum was housed in a medieval castle, which gave the site special prestige and made it a recognizable symbol not only of Ribera del Duero but also of all Castile and León.
After the opening of the museum in Peñafiel and a similar venue in Cambados (Galicia) in 2000, new wine museums began to appear across Spain. There are now more than thirty, many of which are members of the country’s Association of Wine Museums. Thanks to this, the region has not only preserved historical landmarks but also breathed new life into them, improving infrastructure and making them more accessible to tourists.
The economy of Peñafiel and its surroundings today is largely built around wine tourism. Following the opening of the museum, new restaurants, bars, delicatessen shops, and wine boutiques began to appear. Wineries have been actively investing in the development of tourist services, while local residents have gained new jobs and business opportunities.
The museum is now actively engaging with an international audience. About 15% of visitors come from other countries, particularly from Mexico and the United States, with most American guests having Spanish roots. In recent years, foreign investment has also come to the region: for example, an Argentine company became the main owner of Vinos de la Luz winery in Melida, while a Mexican distributor acquired a stake in 3 Manos in Padilla.
The main flow of tourists still comes from residents of Madrid (29%), as well as visitors from Castile and León (23%) and the northern regions — Galicia, Cantabria, Asturias, and the Basque Country. In summer, the number of tourists from Catalonia significantly increases.
Over the past 25 years, the Wine Museum in Peñafiel has not only changed attitudes toward wine tourism but has also become a model for other regions of Spain. Today, it continues to evolve, attracting new guests and investors, while the region’s wine culture is becoming increasingly recognized internationally.
