I am from Spain, and I can assure this is something we ask ourselves a lot. I find the most convincing explanation to be that we simply are foolish and lazy, not wanting to bother and go sell abroad while others are selling wares that are inferior often - maybe also our national issue with managing enough command of English plays a role too.
Producers are often contented - or seem to - with staying small and on a national scale. Regarding the wine I know some friends in the business, and many are starting to move their asses and flying frequently, but we've already seen how much quicker the Chileans, Aussies and others have been promoting their stuff and getting into the mind of the consumer. The reality is that we have excellent stuff but the Italians are way much better sellers.
not that this is exaclty helping in this economy