In times of mass sun-and-beach tourism, travelers are increasingly seeking less-explored options. The world of olive groves and olive oil is undoubtedly one of them.
In the quest to escape the well-worn paths of conventional tourism, recent decades have seen the rise of new opportunities that bring visitors—especially those eager for innovative experiences—closer to nature and to the living traditions of popular culture linked to gastronomy, the environment, or health, areas represented by rural or inland tourism.
This has led to a broad offering related to olive groves and olive oil, including mills, interpretation centers, museums, restaurants, rural accommodations, specialty shops, tastings and olive oil samplings, hiking, spas, and other wellness establishments. These experiences introduce visitors to olive culture, from the secrets of olive cultivation and harvesting to olive oil production, all in the very locations where these practices are traditionally carried out.
More and more people are discovering the pleasure of spending a few days surrounded by olive trees while learning about the characteristics and production processes of Extra Virgin Olive Oil (EVOO) and its many gastronomic and health benefits.
According to a study by the Faculty of Economics and Business of Córdoba, 60% of olive oil tourists are Spanish, followed by French and British visitors. The typical profile is an urban male over 45 with a medium/high socioeconomic level, with a growing trend in family tourism. Most of these activities are concentrated in Andalusia, particularly in the province of Jaén, the world’s largest producer of EVOO.
The Traditional Production Center: La Almazara
Over the centuries, olive cultivation has transformed landscapes, creating true olive forests with their own unique ecosystem and architecture linked to oil production, with the olive mill being the most representative example. In most cases, mills are connected to traditional rural dwellings such as farmhouses, estates, and caseríos, some of which have been converted into rural houses or hotels, preserving traditional architecture with wood, lime, terracotta tiles, and stone, while displaying the tools and implements used in field work.
These accommodations are excellent starting points for tours in contact with nature while learning about local customs, history, and architecture. During these visits, tourists can learn about the history of Extra Virgin Olive Oil and participate in tastings of different oil varieties, with pricing based on the number of participants and included activities such as guided tours, breakfasts, lunches, or outdoor snacks.
Visit-able mills allow tourists to experience the EVOO production process first-hand, offering the chance to be an “olive picker for a day” and take home their own olive oil. These experiences usually take place during harvest season (late autumn to early winter), though many mills remain open year-round, offering alternative activities.
The Gastronomy of EVOO
Cuisine based on EVOO is another major attraction in olive tourism, with a wide variety of culinary preparations that pleasantly surprise visitors. This includes both traditional Mediterranean dishes, recognized as Intangible Cultural Heritage, and modern creations by chefs who use EVOO to innovate, blend culinary cultures, and pair with local vegetables and game meat (“carne de monte”), making gastronomy one of the main attractions for olive oil tourists.
Many restaurants offer tastings of different premium early harvest EVOO, which is then used as an ingredient, dressing, or garnish in dishes on their menus. Bars, taverns, and small eateries also feature EVOO in traditional tapas, and specialty shops sell different EVOO varieties and qualities, making them an appreciated gift and a delicious souvenir of visits to olive-producing regions.
Health and Wellness Tourism
Olive oil has been used as a massage agent since ancient Greece, Rome, and Egypt, and throughout the Mediterranean. Olive tourism has embraced the wellness trend, offering spas, hammams, saunas, thermal baths, and Turkish baths that provide relaxation and health treatments featuring EVOO. Benefits include skin care, circulatory support, relief from muscle pain or rheumatism, and beauty treatments such as facial masks. EVOO is also often combined with aromatherapy and other relaxation techniques to hydrate the skin and relieve sore muscles.
At these establishments, visitors can also purchase personal care and cosmetic products made with EVOO, fully immersing themselves in gastronomy, wellness, and health.
