Exploring the Dynamics of Wine Tourism

The strong move to sustainability is one of the dominant reasons for wine companies to innovate, diversify into servitization, and to reconsider the range of activities they offer. Wine tourism accounts for more than 50 billion euros of direct revenue in the world economy. There is significant potential in assisting wineries secure sustainability and contribute to the economic development of their regions. The typical wine tourism offer based on a good wine tasting is no longer sufficient for average wine visitors. Developing green tourism, empowering digital skills and entrepreneurial capacities would help wineries to attract young generations and gain the loyalty of a clientele in demand for rich and original experiences. It would also directly strengthen the competitiveness of local communities through diversified touristic offers, build the resilience of wineries and their economic regions. The book will investigate topical contemporary industry challenges and that can advance applied researchand education in the wider tourism field.