Private Tours of Spain adds wine specialist to luxury itineraries
Private Tours of Spain is partnering with Wine Tourism Spain to add specialist-run wine and food experiences to customized private trips.
By Sofia Marchetti · World Affairs Correspondent
3 min read
Private Tours of Spain is adding specialist-run wine and food experiences to its customized itineraries through a new partnership with Wine Tourism Spain. The deal is aimed at strengthening the boutique operator’s luxury private-trip offering as travelers seek more curated access to Spanish wine regions.
Under the arrangement, Wine Tourism Spain will operate wine-focused tours and experiences requested by Private Tours of Spain clients. The partnership takes effect immediately and covers travelers building private journeys across Spain and Portugal.
Private Tours of Spain specializes in fully customized private tours, cultural trips and experiential travel. Wine Tourism Spain designs private and small-group wine and food tours, with local teams in major wine regions including Rioja, Ribera del Duero, Penedes, Priorat, Andalusia and Portugal’s Douro Valley.
The collaboration gives Private Tours of Spain a dedicated operator for a category that depends heavily on producer relationships and regional knowledge. For Wine Tourism Spain, it creates a channel to travelers who want wine experiences as part of broader private itineraries rather than as standalone bookings.
Olivia Nuñez of Private Tours of Spain said the company sees wine tourism as a field where relationships with producers and local judgment matter more than access through standard booking platforms. She said the partnership is intended to ensure that the wine portion of client trips is handled by a specialist.
The companies are positioning the tie-up around the rise of experiential travel, where private operators try to differentiate themselves from more standardized online offerings. For luxury travelers, that often means access to smaller producers, local hosts or routes that fit into a wider itinerary instead of a fixed package.
Wine days may be built into trips as destination experiences or as part of travel between major cities. The companies cited routes connecting Madrid and Barcelona, as well as Barcelona and San Sebastián, as examples of where wine regions can be incorporated into a private journey.
Luis Lechuga of Wine Tourism Spain said wine tours can become a central part of longer trips or a more refined way to travel between cities. He also said the relationship gives Wine Tourism Spain access to Private Tours of Spain’s experience in cultural and multi-day private travel.
The businesses framed the partnership as a response to a travel market increasingly shaped by generalist platforms, artificial intelligence and more automated transport. They said they are placing emphasis on human-led service, local relationships and specialist knowledge.
The move also reflects a broader split in private travel between automated booking tools and boutique operators that sell planning, access and on-the-ground judgment. The new arrangement gives Private Tours of Spain a specialist partner for specialist-led wine tours in Spain while allowing Wine Tourism Spain to place its food and wine experiences inside higher-end private itineraries.