Tourism and olive oil sector are helping each other to promote oil and customer loyalty by carrying out tourism activities related to the world of olive groves.

The olive industry is evolving and adapting to the new times, not only in terms of machinery, production methods and the promotion of new technologies; it is also crucial to merge with other sectors in order to gain market presence and broaden the diversity of objectives in order to achieve progress and avoid business stagnation. Andalusia is a leader in the promotion of foreign tourism and services, so the fusion of the olive and tourism world is almost compulsory to achieve this structure between both, taking this action as a reference of consistency, organization and cohesion in other sectors.

Thus, it can be seen in this Fair with the promotion of auxiliary activities to the sector, specifically with oil tourism, bringing to olive growing and tourism companies an emerging business that promises to achieve a remarkable turnover in both sectors.

This newly created tool manages to promote and sell the oil in the oil mills, further enhancing the AOVE as a product of extraordinary quality. The purpose of this business is to create loyalty or bring customers closer through an emotional connection with the liquid gold and the culture of the olive grove through visits to museums, restaurants, farmhouses, rural accommodation, farmland, olive oil mills or tasting of the product by disseminating the characteristics and production processes.

The Olive Fair will project the flavour of Montoro and Andalusia to all its visitors, from a land that is history and art, nature and tradition in an unbeatable setting for the development of this new business of oil tourism. All of this is focused on a line in which it is intended to involve the customer with a top quality product not only because of the great importance it has in our Mediterranean diet, but also because of the extraordinary social and economic value it has.