The rise of wine tourism in Chile in recent years has had an exponential growth. According to figures from the Undersecretary of Tourism , in 2024 there was a record number of wineries open to the public, with a total of 219. In this context, Concha y Toro -the Chilean winery with the largest presence worldwide- has not been unaffected by this phenomenon, since last year it recorded a 40% increase in its visitors, with more than 230 thousand people.
In this scenario, the company decided to go a step further and create an unprecedented space in the region. This is the New Wine Center, inaugurated in July 2025, a project that brings together innovation, culture and hospitality to enrich the experience of those who come to learn about Chilean wines.
A visit that engages all the senses
Located in Pirque, just 20 kilometers from downtown Santiago, the new location invites visitors to live an immersive experience that fuses nature, art, high quality wines, signature cuisine, advanced technology and historical heritage, giving rise to a unique proposal in Latin America. In fact, the construction of this structure involved a multidisciplinary team of professionals in design, architecture, visual arts and museography.
"This new Wine Center was created to celebrate Concha y Toro's 140th anniversary. In this context, the winery wanted to make a world-class wine tourism proposal, which speaks well of Chile in this area, as we have done with our wines for years. Once they finish their visit, we want visitors to realize the richness that Chile has from every point of view," said María Belén Letelier Correa, Concha y Toro's head of external communications.
It is worth mentioning that the structure is located in a park of more than 22 hectares, the same one where in 1883 Melchor Concha y Toro created the winery in the Maipo Valley, in central Chile, with the aim of producing high quality wines.
Wine as a letter of presentation of Chile to the world
Chile is today the fourth largest exporter of wine globally, with 866.9 million liters shipped to 141 countries. This international presence has turned the wine industry into one of the country's main ambassadors, and wine tourism into one of its areas of greatest potential. Brazilians, Americans and Chinese are among the main visitors to the country's vineyards each year.
Isabel Guilisasti, Vice President of Fine Wines and Corporate Image of Viña Concha y Toro, explained why, according to her, every bottle of wine of this brand speaks of Chile: "The wine industry and Concha y Toro have always contributed to the country's image at international level. Each bottle of wine contains what our country is; in each one there is something of Chile: our culture, our people and our work. I have personally sold wine abroad and they always talk about the country and its tremendous characteristics".
María Teresa Saldías, executive director of the Fundación Imagen de Chile, also highlighted the role of this industry for the country's reputation in the world: "The wine industry is fundamental for Chile's image. Wine is one of Chile' s main ambassadors in the world and initiatives such as the New Wine Center are very relevant to continue consolidating the country as an attractive enogastronomic destination".
He also said that the tour "is a marvel, because it mixes art, the world of wine, sustainability and culture. This makes it an experience worth living, since it brings together a large part of what Chile can show to the world.
