Wine Tourism – One of the major contributors to the revenue

Published on : Saturday, July 22, 2017

Wine TourismMore and more, for the wine manufacturers, wine tourism is gaining tremendous importance. Lately, in California, wine tourism has been estimated to contribute $ 2 billion to the economy on a year-on-year basis. As per, the Wine Routes of Spain has increased its revenues by over 15% respectively. According to the latest report released by the Silicon Valley Bank, it shows that 60% of sales of American wineries are direct-to-consumers (DTC).

Wine is majorly sold the consumers directly along with the wine drinkers across the globe. In current scenario, more than 40% of all wine is consumed in a country other than where it is manufactured. If we look back, in 2000 this figure was only 22% respectively.

With each passing year, wine tourism is becoming a significant source of revenue directly or indirectly. Though it adds to on-site sales however, wine tourism is more importantly a long term project for the wineries in order to connect with brand building and fortifying customer relationship which is more crucial to short term revenues. That was one of the pointers which I tried to encourage participation of the listeners in a recent conference on wine tourism.

Recently, at the annual Città del Vino wine tourism conference, I was invited to discuss on wine tourism organized in Torgiano in Umbria (a lovely Italian region sometimes called, not without reason, “Tuscany without tourists” with wines like Sagrantino di Montefalco, Orvieto etc). Città del Vino is associated with wine tourism and is a cooperation organization. This organization is one of the biggest manufacturers of wine in Italy and now using many tactics to promote wine tourism, mainly to the wineries and local municipalities.


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