At a time when we are increasingly appreciating the experiences that the land brings us, the emergence of companies offering innovative proposals is highly attractive. This is the case of EtnoExperience Canarias, a project that offers hiking routes that go beyond simple walks. They believe that discovering a place is not just a matter of walking through it.

At Bodega Mondalón, one of the best known wineries in Gran Canaria, we met up with the founder of Etnoexperience Canarias, Rafael Molina, to learn more about the philosophy of his work and his company, and also his firm commitment to the sustainable development of the island.

In 2013, I decided to look for a profession that I would be really passionate about. In my search, I realised that I could combine three important elements: my training in tourism, my passion for the land and the countryside and my love for the mountains. That's how I came up with the idea of offering hiking routes in Gran Canaria.

I define myself as a tourism craftsman, because I don't do things mechanically or routinely. When the project began, I set out to take visitors to authentic and little-known places, far from the conventional tourist routes. I started contacting shepherds to learn more about their way of life and to be able to show visitors the wealth of culture and heritage of the island.

Over the years, we have discovered ancestral knowledge that cannot be found in guidebooks, other types of books or on the Internet. And that is our aim: to provide a link between the older generations, who possess invaluable knowledge about the island's environment and history, and the new generations, who have lost touch with the land due to rural depopulation.

I absolutely do, because, as a destination, it is in our interest to promote this way of conceiving tourism. It is a form of tourism that makes a contribution in lots of ways, not only economically. It has a positive impact on the territory.

Economically, it is directly capable of generating an economy: a person hires a local company to show them around the island and, during their visit, they discover the work of local producers. In this way, we create a circular and, of course, sustainable economy. For me that's what sustainability should be: to produce as much as possible on our own island.

They are keen to get to know Gran Canaria in a totally different way to what we are used to. As a result of the pandemic, people have begun to explore the island in a different way, seeking to understand their land, their island.

In this regard, we work mainly with two types of clients. On the one hand, we have local people who are looking for a unique and personalised experience with their trusted group. For them, their main motivation is to enjoy an experience tailored to their preferences and to gain knowledge with respect to the local land and culture.

On the other hand, we work with foreign tourists who have a different profile to conventional tourists. They want to get to know the reality of the land, meet the people behind the products and understand Canary culture. Their motivation is all about having an enriching experience that enables them to understand and value the local culture and products.

On the routes, most of the users show a high degree of respect for the environment we visit. They are aware of the importance of not littering and of respecting the natural and cultural environment in which we find ourselves.

Personally, I always try to set an example by carrying a bag in my rucksack to pick up any litter I find along the way. This is something that people notice and can help to internalise the importance of keeping the environment clean and in good condition.

It is a fundamental aspect of our activities. During the pandemic, we observed that many people who were not used to being in natural environments started to visit the countryside, but they lacked the right knowledge and attitude. They acted in the countryside as if they were in the city.

Our job is to make them understand that respect for the environment is essential. The key is the education and information we provide to our users. We explain to them the importance of following the trails, of not dropping any litter and of respecting the ecosystem in its natural state. Nature works all on its own and we must not upset that balance.

They are amazed, and they go away with a lasting impression, because they do not expect to find the diversity and richness that the island has to offer. For many, Gran Canaria is simply beaches and hotels. But when they have the opportunity to discover the real Gran Canaria, they are astonished by the variety of experiences they can have here.

More and more people are looking for authentic and different experiences, away from the traditional tourist destinations. Our island has a lot to offer, for example, in terms of gastronomy and unique wines, and it is exciting to be able to share these things.

The oenological variety we have here is amazing. It is surprising the diversity of wines that can be found in this small area compared to larger wine regions in Spain such as La Rioja or Castilla-La Mancha.

The value of the experiences we offer through wine routes and wine tourism is incomparable. People who visit us, whether they are local or foreign tourists, are amazed by the quality and uniqueness of our wines. Gran Canaria has a wine culture backed by centuries of tradition. The island boasts unique grape varieties that cannot be found anywhere else in the world. Our aim is that people appreciate and fall in love with our land through these enriching and authentic experiences.

I don't remember exactly how I met Tamara, but, as happens in any collaboration, we were introduced, we got to know each other and I offered her the possibility of working together.

Tamara is a valuable person for the island, as she is committed to the defence of the territory and the recovery of grape varieties that were on the verge of being lost, such as the Albillo del Monte Lentiscal. It is a unique type of grape that is only found in this triangle of the island, and no one else was growing it.

By taking cuttings from the original plants, Tamara has managed to preserve and cultivate this variety, although they are still at the research stage. It is a challenge, but its emotional value and the goal of preserving our unique grape varieties make it worthwhile.

One experience I look back on with particular fondness was a couple from Barcelona who hired my services in the early days of business. We toured the island together for three days, walking and visiting cheese dairies and wineries, as their main motivation was to get to know the land and enjoy the wine.

I especially remember our visit to Bodegas Bentayga in Tejeda. They liked the wine they tasted so much that, at the end of the tour, they ordered six cases of red wine and three cases of white wine. At that moment, it hit me that people who have travelled all over the world are capable of understanding and appreciating our land and our products. It was a very gratifying experience that reinforced my passion for this work.

We work with small groups and take them to different areas of the island, avoiding constantly visiting the same places and producers. This allows us to support different wineries, cheese dairies and other local producers. The idea is to build up a collaborative network between everyone while at the same time taking care of our land.

For me the key is to find the perfect combination between passion and profitability. Love for the land is not enough to sustain a business, so we must find ways to make it economically viable.

It is important to recognise the value of local producers and support their work. Discover the history of the land, the products and the people.