Can you imagine where the dinosaurs walked?

The Ruta Vinos & Dinos, a model of tourism innovation in Mexico.

by Mónica Ileana Silva Dávila

abstract

What does a century-old vineyard and a territory where dinosaurs walked more than 72 million years ago have in common?The Vinos & Dinos Route demonstrates that tourist innovation arises by integrating paleontological heritage, wine tradition, gastronomy, hosting and digital promotion in one experience. Thanks to this model, Coahuila has been consolidated as a national reference of experience tourism and a case of success for the hosting and restoration companies sector.

Can you imagine where the dinosaurs walked?

Few destinations in the world allow you to travel through a vineyard and know the fossils of dinosaurs that inhabited the Earth millions of years ago.Vineyards & VineyardsCoahuila is a tourist product that integrates the wine and paleontological wealth of Coahuila into tourist attractions.22 wine housesIn addition to tasting wines and enjoying gastronomy, visitors can get to know the Desert Museum and paleontological sites such as Rincón Colorado, one of the most important spaces for the study of dinosaurs in Mexico.

The innovation of the route is to integrate wine, paleontology, gastronomy, hosting, science and culture into a unique tourist experience.Tourist Excellence Prize 2021, awarded during the International Tourism Fair in Spain, and with theAward for the Innovation of the Mexican Tourist Product 2026In addition, the growth of the wine industry supports this success: production increased by5 to 6 million bottles, the number of labels passed from 180 to 220 and the coahuilenses’ wines have obtained More than 1,800 medalsin national and international competitions.

The Ruta Vinos & Dinos attracts mainly tourists interested in oenotourism, gastronomy, nature and scientific and cultural heritage.by 2026It is planned to receive More than 30,000 visitors and generate an economic spill close to 50 million poundsIn addition to incorporating andThree new tourist iconsIt will enrich the experience of the tour.The use of social networks, digital platforms, technology.by NFCVirtual Assistants in by WhatsApp, web pages of the route, vineyards, museums and hostels, as well as campaigns with influencers, has strengthened the promotion of the destination and its competitiveness (Gutiérrez Montoya et al., 2018; Quiñonez-Bedón et al., 2019).

Today, the Vinos & Dinos Route is an example of how innovation can arise from the identity of a territory. The combination of paleontological heritage, wine tradition, gastronomy and hospitality has positioned Coahuila as a reference of experience tourism, offering a tour where the history of millions of years fuses with one of Mexico’s most important wine regions.

References

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Gutiérrez Montoya, G. A., Sánchez Jiménez, M. Á., & Galiano Coronil, A. (2018). Social networks as a means of tourism promotion in the Ibero-American countries.Journal of Science of Administration and Economics, 8(15), 135–150 andhttps://doi.org/10.17163/ret.n15.2018.09

Quiñonez-Bedón, M. F., Tapia-Pazmiño, J. G., & Andrade-Naranjo, D. S. (2019). The utility of ICT in community tourism.The field of knowledge, 4(9), 67–92. andhttps://doi.org/10.23857/pc.v4i9.1104

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Secretaría de Turismo y Desarrollo de Pueblos Mágicos del Estado de Coahuila. (2021-2026). Premios y reconocimientos de la Ruta Vinos & Dinos. Gobierno del Estado de Coahuila.

Secretaría de Turismo y Desarrollo de Pueblos Mágicos del Estado de Coahuila. (2026). Temporada de vendimias 2026: Ruta Vinos & Dinos. Gobierno del Estado de Coahuila.

Ruta Vinos & Dinos. (s. f.). Ruta Vinos & Dinos. Gobierno del Estado de Coahuila. Recuperado el 17 de julio de 2026, de https://vinosydinoscoahuila.gob.mx/

El Siglo de Torreón. (2026, 9 de julio). Más vino y más dinosaurios: Así se expande la ruta turística de la Región Sureste. https://www.elsiglodetorreon.com.mx/noticia/2026/ruta-vinos-y-dinos-sumara-11-nuevos-vinedos.html

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