The current global socio-economic situation caused by the Covid health crisis and its subsequent development has made tourism one of the most critical sectors. Moreover, tourism has become one of the tertiary sector business areas currently receiving the most media attention due to the total blockage and its catharsis as an industry, which is in urgent need of not only new development strategies, but also new model proposals.companies in the primary and tertiary sector in general, and wine and tourism in particular, have another great post-pandemic challenge before them: identifying how to develop within the current Industry 4.0 This research proposal x-rays the innovation model of the first stage of the Canary Islands Wine Tourism Cluster and the bases of a second model, which arise from the modifications carried out as of July 2021, with the incorporation of a new technologist and the commitment to the implementation of a particular vision of innovation: The implementation of the quintuple helix as the strategic axis of an innovation model and the need for a mechanism that articulates the necessary connections of the strategic plan and the activities to be carried out through the various projects of the entity, with a specific sectoral plan for Wine Tourism in the Canary Islands, led by the Canary Islands Wine Tourism Cluster, taking as a reference the current works with the latest research of Enotourism ecosystems, published in 2021, which underpin the new model of competitiveness in wine tourism, based on a model of innovation quintuple helix and the implementation of sustainability and circular economy in the region, as an added value and competitive factor of high value.