Current Issues in Wine Tourism: Sustainability, Labelling, Sober Curious Movement, and Climate Change

Current issue of wine
tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In this essay, a detailed and specific focus will be made on Sustainability in Wine
Tourism, Wine Labelling, Sober Curious Movement. Additionally, a specific and detailed
discussion on Climate Change will also be made as a part of this project. The purpose of this
essay is to identify the way in which Wine Tourism is able to contribute towards the growth of
tourism and revenue generation in the countries. Wine Tourism refers to a kind of tourism where
the purpose is tasting, consumption or purchase of wine, often at or near the source (Bruwer and
Rueger-Muck, 2019). It offers opportunity for tourists so that they can taste and consume
different types of wines. It is quite popular all around the world (Kruger and Viljoen, 2021). The
new world includes Australia, US and China. The old world includes Italy, France, Spain and
Portugal (Basso and Fregolent, 2021). There are various types of travellers like Wine Greek,
Gastro and Casual Wine. These countries are driving the Wine Tourism Growth all around the
world which is helpful in bringing more tourists here which is helpful in popularising the tourism
of these countries. The new world countries like Australia, US and China are the new places
where the tourists are arriving in large numbers for the growth of Wine Tourism. The old world
countries like Italy, France, Spain and Portugal are also famous for this type of tourism since a
long time. They offer tourists the best experience which therefore helps in boosting Wine
Tourism. The revenue generation can be done in this way and the target and networking can also
be done which will help a lot in boosting the tourism growth in the market of these countries. A
Wine Greek Traveller is a person who has a specific purpose of tasting the Greek Wines, Travel
Enthusiasts who choose a perfect trip by trying out cuisine in different regions are known as
Gastro Travellers. A Casual Wine Tourist is the one who visits restaurants, attends wine
festivals, looks for comfortable places for some great food and delicious wine as part of their
journey. Virtual Wine Tourism has also gained a lot of popularity as it is a new concept. It is
gaining popularity in Italy due to the COVID-19 pandemic. Wine Tourism therefore represents a
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potential to the destinations because it is major source of popularity of these destinations due to
which these destinations have higher tourist growth. In this report a detailed and specific focus
can be made on Wine Tourism.
MAIN BODY
Sustainability in Wine Tourism refers to the way in which the profits which are being
earned through Wine Tourism can be enhanced which will be quite beneficial (Correia and Brito,
2016). A Wine Tourist generally is well-educated, has a high income and engages in professional
trade. A Wine Tourist has various types of needs and requirements which are to be fulfilled. For
sustainability of Wine Industry in Italy, it necessary that the focus is made on the attainment of
the goals and objectives which will lead towards appropriate management of the needs and
requirements.
It is important because the attainment of growth in Wine Tourism is required so that the
enhancement in the level of revenues can be done in this particular manner so that the high-level
of development of Wine Tourism can be carried out (Quadri-Felitti and Fiore, 2016).
Sustainability is an important factor which has to be considered in Wine Tourism because
through it the countries in which Wine Tourism is present will be able to foster higher-level of
growth. There is a challenging environment for fostering innovation here and it can be stated that
through their use the satisfaction level of the Wine Tourists can be enhanced. For maintaining
sustainability in this business it is important to make sure that the innovation can be fostered.
There is a particular requirement of considering the following-
Offering discount- It is important that the customers are offered discount on the purchase
of wines which will ensure that the sale of wines can be enhanced. It is necessary that the
targeting of the customers can be done which will be helpful in maintaining the level of
profitability (Remondino and Ivaldi, 2020). Offering of aggressive discounts can be useful in
attracting more customers and this will be quite useful for the purpose of promotion quite
effectively and efficiently in a proper way.
Tapping the growth potential- It is crucial that the tapping of the growth potential is done
so that needs and requirements can be managed.
Targeting more customers- Targeting more customers is quite important and it must be
ensured that it can be done because this will result in enhancement in the overall profits which
will ensure that sustainability can be maintained. Extend value curve and co-create is a strategy
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