The landscape has inspired some of Spain’s greatest poets (Miguel Hernández, Antonio Machado), singers (Juanito Valderrama) and painters (Rafael Zabaleta). Now the groves are turning up on social media. One Jaén farmer who has 1.7 million followers on TikTok makes gargantuan sandwiches, all generously slathered with olive oil.With a nudge from the local government, a nascent olive oil tourism industry, dubbed oleoturismo, is starting to grow. There are spas with olive oil treatments and specialty shops, like Panaderia Paniaceite, that sell dozens of varieties of olive oil. One almazara, as traditional mills are known, offers olive oil tastings like wine tastings at a vineyard. Visitors can also spend a day working and living as an olive farmer, meals included, for 27 euros.“It was a surprise to us, the amount of interest there is in seeing how we produce olive oil,” said José Jiménez, co-owner of the mill, Oleícola San Francisco, in a village called Baeza. “We’ …
