In Spain, Some See New Opportunities for Tourism in Pandemic's Wake

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2020 gave outdoor activities a newfound importance. Efforts are underway to ensure that the olive oil industry is poised to capitalize on the shift.

"It is a potential activity that can actually respond to the need of the tourist consumer."

Ana SánchezJuan Ramón Guillén Foundation

At Hacienda Gúzman, oleotourists can witness the production process which results in the brand’s high-quality extra virgin olive oil, experience an olive oil tasting and immerse themselves in two on-site museums – one of which features more than 150 olive varieties. The property welcomes 5,000 visitors annually.