Jerez Convention Bureau (JCB) has just signed a collaboration agreement with the Jerez-Xerez-Sherry, Manzanilla-Sanlucar Barrameda, and Jerez Vinegar Regulatory Council to boost the promotion of Jerez wines and the city as a business tourism destination.
Together with wine tourism, business tourism is one of the local tourist industry’s most promising potential areas of growth, and the collaboration between the two institutions was a logical step to take with the aim of promoting both Jerez as a destination and its wines in Spain and abroad.
By virtue of this agreement, JCB will promote the council’s initiatives to showcase Jerez wines through wine matching, welcome drinks, brochures, etc., among its members.
Likewise, the council will organize training courses and wine tastings geared to the employees of JCB’s members and professional groups visiting the city.
The Casa del Vino’s offer to attend MICE professionals visiting the city, reinforcing the figure of “venenciador” (expert in serving wine), and stepping up merchandising related to Jerez wine are some of the most outstanding aspects of the collaboration agreement signed by Miriam Morales, president of JCB, and Jorge Pascual, president of the Regulatory Council.
