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These professionals work to contribute to the development of the wine tourism sector of an area through the design of tourism promotion campaigns, the design of routes and/or experiences associated with wines and gastronomy, nature and vineyards, leisure, local markets, festivals and traditions linked to wine production, among others.

Wine tourism or enotourism is directly related to cultural tourism, that is why it also incorporates the elements of culture that make a territory attractive to visitors: gastronomy, history, heritage, landscape, all closely associated with the wine production of the area.

There are different types of practices within the world of wine tourism:

  • The most common practice is that in which the winery opens its doors for visitors to taste wine and is completed with a visit to the winery itself and its vineyards.

  • Wine tourism for events, in which different events related to the world of wine are held in a unique setting. Some examples would be the Harvest Festival, food trucks or an inauguration and/or presentation of new products by a company.

  • The wine tourism package: visits to several wineries, accommodation in a local rural tourism house and other activities such as a visit to a local museum or wine pairing workshops.

These professionals are therefore who design, organise, carry out and market these activities. They may work in a local administration (a town council, a county council, a local development agency) or in a private winery or in a tourist agency that prepares, markets and promotes tourist packages in the field of oenology. They also help to define, together with hotels, restaurants, tourist service companies, local producers, etc., the contents and characteristics of the wine tourism offer.


In case these professionals work in a promotion and dissemination position (county council, local development agencies, tourism companies, etc.):
  • Study the potential of the territorial area and of the tourist market in the area.
  • Detect existing institutional aids that may be useful for promoting the wine tourism destination.
  • Develop communication strategies to capture the attention and interest of the different visiting publics through the design of tourist activities.
  • Propose actions for the promotion and marketing of the wine tourism destination.
  • Detect and analyse employment and self-employment opportunities, developing an entrepreneurial culture in the wine tourism sector.
  • Advise and inform tourists at information points and during the journey to the destination, using the most appropriate means and techniques depending on the public.
In case they work in a position of management of wine tourism products (winery, among others):
  • Carry out the basic viability analysis of tourist products and services placed on the market, assessing them from their launching to their consolidation.
  • Organise the team of guides, if any, as well as the schedules and planning of visits to tourist facilities or wineries.
  • Design territorially based tourist products in order to make profitable the resources and the offer of services of the environment.
  • Design leisure and cultural wine tourism activities linked to wine production.
  • Design, implement and evaluate experiences from the winery, coordinating with other agents of the territory to attend different types of clients.
  • Attend to groups and assess whether their needs have been met during the activity.

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