The document discusses the results of a survey of 88 professionals in wine and tourism from 31 countries on their views of important aspects of wine tourism. The survey found that the most interesting wine tourism destinations visited included regions of Tuscany, Bordeaux, Napa Valley, La Rioja, and Piedmont. Respondents indicated the most important aspects of wine tourism were wine tasting, cultural activities, beautiful natural landscapes, and local gastronomy.

1. What
really
ma+ers
in
wine
tourism
in
the
opinion
of
88
professionals
of
wine
and
tourism
trades
from
31
countries
A
survey
of
“In
Vino
Viajas”
(h5p:/invinoviajas.blogspot.com.br/)
made
by
Rogerio
R.
Ruschel,
Editor,
especially
to
the
InternaEonal
Wine
Tourism
Congress
–
Europe
2
-­‐
4
July,
2015
-­‐
Viana
do
Castelo,
Portugal
AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com

2. What
we
are
talking
about
• France
wants
to
reach
100
million
tourists
in
2020
-­‐
about
20
million
will
be
enotourists
(Foreign
Affairs
Minister
Laurent
Fabius)
• In
Spain
42,000
wineries
received
2
million
visitors,
generaEng
50,000
jobs
in
2014
(Acevin)
• Great
Wine
Capitals,
2011:
32%
of
total
volume
of
wine
was
sold
on
the
premises
to
tourists
• United
States:
almost
21
million
travelers
visited
wine
regions
in
California
in
2008
-­‐
Napa
Valley
alone
received
5
million
(U.S.
Travel
AssociaEon
)
• ArgenEna
received
1,2
million
enotourists
in
2011
(Bodegas
de
ArgenEna
AC)
• Niagara
on
Canada
received
1
million
tourists
in
2011
(Wine
Council
of
Ontario)
• In
Australia
winery
visits
by
internaEonal
tourists
reached
660,000
in
2009
(Tourism
Australia)
AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com

3. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
We
must
to
know
the
consumer
Like
any
product,
oenotourism
has
many
different
types
of
consumers.
But
one
can
say
that
they
are
divided
into
two
major
groups:
The
Professionals
–
all
those
who
works
in/to
the
wine
or
the
tourism
industries;
they
visit
and
evaluate
places.
They
are
Nose-­‐oriented
Non-­‐professionals
-­‐
people
who
travel
to
have
some
fun
and
joy
and
choose
oenotourism
for
any
reasons.
They
are
Fun-­‐oriented

4. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
We
must
to
know
the
consumer
It
is
not
enough
to
a5ract
only
the
nose-­‐oriented
consumers
because
they
would
not
be
numerous
enough
to
support
the
acEvity
and
ensure
return
to
the
investment.
To
be
viable
wine
tourism
needs
to
conquer
ordinary
consumers,
who
look
for
places
and
things
beauEful,
different,
curious,
stylish
and
amusing,
where
they
can
taste
and
buy
good
wine
for
a
reasonable
price.
The
big
porEon
of
our
wine
tourists
will
be
the
Fun-­‐oriented
consumer
who
could
be
on
the
beach,
but
choose
to
visit
your
home
and
your
wine.
And
what
in
fact
are
they
interested?

5. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
We
must
to
know
the
consumer
As
the
nose-­‐oriented
consumers
are
opinion
leaders,
meet
their
expectaEons
will
help
us
understand
what
nonprofessionals
will
look
for.
So
I
made
a
survey
with
professional
consumers,
loooking
for
internaConal
representaCvity.
•
Survey
conducted
in
June
2015
with
Google.docs
technology
•
With
professionals
of
wine
(85%)
and
tourism
(15%)
trades
•
In
Vino
Viajas
readers
(65%)
and
fellows
of
wine
and
tourism
Facebook
Groups
(35%)
speakers
of
Portuguese,
English,
Spanish
or
German
•
Simplified
quesEonnaire
with
five
quesEons
in
English
In
the
final
report
were
considered
88
respondents
from
31
countries:
ArgenEna,
Armenia,
Brazil,
Bulgaria,
Canada,
Cyprus,
Costa
Rica,
CroaEa,
England,
France,
Georgia,
Guatemala,
Greece,
Hungary,
Italy,
Japan,
Mexico,
Macedonia,
North
Korea,
Paraguay,
Portugal,
Poland,
Romania,
Switzerland,
Slovenia,
Spain,
South
Africa,
Serbia,
Turkey,
Ukraine
and
United
States.

6. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
2. What are the most interesting wine tourism destinations you've visited?
Tuscany
8
Nappa
Valley
5
Bordeaux
12
Just
France
4
La
Rioja
6
just
Portugal
4
Just
Italy
4
Just
Spain
5
Piedmont
5
Burgundy
2
Vevey,
Swis.
Serbia
Monferrato
Priorat
2
Penedés
1
Alcoy
Rioja
Alavesa
2
Goriza
ChianE
Alsace
1
Sicily
3
Chile
3
Alentejo
3
Douro
3
Georgia
2
Canada
Valpolicella
Santorini
1
Beaujolais
Terre
Alte
Languedoc
North
Greece
Mendoza
2
Stellenbosch
2
Dalmacia
Macedonia
CroaEa
Saranda/Albania
Tokaj
2
Ribera
del
Duero
Wachau/Austria
2
just
Greece
Surrey,
UK
Conca
di
Barbera
Provence
Champagne
2
Verona
Okananga
Valley
Ribeira
Sacra
Beira
Interior
Puglia
1
Coonawara
Dealu
Mare/Rom.
South
Brazil
2
Mosel
Emilia
Romagna
Bierzo
Dão
Galicia
Crimea
Survey
results

7. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
3.
What
is
the
wine
tourism
desCnaCon
you
would
like
to
visit
as
soon
as
possible?
California
7
Douro/Porto
6
Tuscany
4
Burgundy
5
Portugal
5
New
Zeland
South
Africa1
Loire
Bordeaux
2
Ribera
Del
Duero
Piedmont
Hungary
Sicily
2
SanPietroburgo/Mosca
Alsacy
South
America
France
3
Germany
–
Rheingau
3
Mendoza
3
Georgia
3
Italy
3
Veneto
Australia
1
Jura
Oregon,USA
Jerez,
Spain
Lebanon
Syria
Champagne
Bulgary
German
Spain
2
Galicia
RibeiraSacra
Mallorca
Chile
1
Sardegna
Istria/CroaEa
Uruguay
Alentejo
Cigales,
Spain
LaRioja
Madeira
Dão
Survey
results

8. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
4.
In
your
opinion
which
of
these
aspects
are
really
fundamental,
indispensable,
to
you
choose
a
wine
tourism
trip?
The
more
important
about
the
region

9. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
4.
In
your
opinion
which
of
these
aspects
are
really
fundamental,
indispensable,
to
you
choose
a
wine
tourism
trip?
The
less
important
to
the
trip

10. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
4.
In
your
opinion
which
of
these
aspects
are
really
fundamental,
indispensable,
to
you
choose
a
wine
tourism
trip?
About
stores
and
local
products

11. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
4.
In
your
opinion
which
of
these
aspects
are
really
fundamental,
indispensable,
to
you
choose
a
wine
tourism
trip?
About
local
people,
community

12. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
5.
In
your
opinion
which
of
these
aspects
are
really
fundamental,
indispensable,
to
you
choose
a
wine
tourism
trip?
About
the
wineries

13. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
5.
In
your
opinion
which
of
these
aspects
are
really
fundamental,
indispensable,
to
you
choose
a
wine
tourism
trip?
About
hotels

14. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
5.
In
your
opinion
which
of
these
aspects
are
really
fundamental,
indispensable,
to
you
choose
a
wine
tourism
trip?
About
food
and
gastronomy

15. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
5.
In
your
opinion
which
of
these
aspects
are
really
fundamental,
indispensable,
to
you
choose
a
wine
tourism
trip?
Other
things
with
less
interest

16. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
We
can
do
a
similar
survey
for
the
Aenotur’s
associates
apply
locally,
interviewing
wine
tourists
at
the
Eme
of
consumpEon,
with:
*
Using
the
same
quesEonnaire
in
all
regions
*
In
20,
50,
80
or
100
different
ciEes
and
places
of
all
countries
The
results
will
be
organized,
analyzed
and
shared
to
all
parEcipants
with:
*
The
same
procedure
management
*
The
same
evaluaEon
results
*
Technical
analysis
and
recommendaEons
*
Allowing
comparison
of
informaEon
Each
parEcipaEng
will
be
able
to
compare
their
results
with
collecEve
results.
This
can
be
a
usefull
benchmarking
Taking
advantage
of
OUR
network

17. AENOTUR World Wine Tourism Association
www.aenotur.org / www.winedestiny.com
Thanks
for
your
a+enCon
PresentaCon
will
be
available
in:
h+p://invinoviajas.blogspot.com.br/
Rogerio
Ruschel
-­‐
São
Paulo,
Brazil
Phone:
+
55-­‐11-­‐999-­‐743-­‐187
-­‐
Skype:
rruschel1
E-­‐mail:
rogerio@ruscheleassociados.com.br