One of its traditions is the Fiesta de La Virgen de La Merced. This feast is celebrated the last Sunday of September each year and attracts more than 80,000 pilgrims from all parts of the region, across the country and abroad. Also,La Fiesta de la Vendimia(Grape harvest feast) is celebrated every year, calling together local inhabitants and foreign tourists. The festival allows tourists to familiarize themselves with the culinary art of the commune, especially the high quality of its wines. The Plaza de Armas is converted into a large dining room, where one can hear folk and other varieties of music
