If before it was the turn of wine tourism, it is now olive oil tourism that is rapidly emerging as an interesting alternative form of tourism. Olive oil is the star product of Mediterranean gastronomy and has triggered interest in olive groves and olive oil production. Olive oil tourism offers a new type of destination, allowing one to enjoy nature, gastronomy and cultural heritage at the same time. This form of tourism is also respectful of the environment, local culture and traditional agricultural methods. The olive tree is unique, with a longevity which can reach hundreds and even over a thousand years. What's more, it often grows in unusual forms. Olive trees have been cultivated since ancient times and showing this cultural legacy is the aim of such oil-related tourism. Olive routes normally offer visits which allow tourists to learn about the whole process of olive oil, or 'liquid gold' production. Some of the activities typically on offer include: walking tours of the olive groves; visits to olive presses, especially traditional ones and tasting sessions where one can learn how to distinguish between the most common types of olives. In addition, visitors can sample the delights of the local cuisine and stay in traditional accommodation by the olive grove. There are even the options of beauty and relaxation therapy in health spas that offer massages. These can either be manual or using volcanic stones, which are slid over the body, lubricated with olive oil, a product known to hydrate, nourish and heal the skin. There are also specialized olive oil museums and exhibitions, and these are only some of the activities that one can choose from. Spain, Italy, Greece and Portugal offer a wide range of opportunities to discover landscapes, history, heritage and gastronomy, all of which are brought together by olive oil. This year at FITUR, one of the three biggest tourism fairs in the world, many exhibitors aim to consolidate this form of tourism. Spain is the world leader in the production, commercialization and exportation of olive oil. The country possesses the world's largest total area of olive groves (2,500,000 hectares), the greatest number of olive trees (300 million) and more than 260 varieties of olive. This is a heritage in the landscape and environment that is part of our culture and history.