Sustainable Wine Tourism Survey
Wine tourism has been an important part of the wine industry for decades. It helps generate income while preserving and developing the cultural heritage of a wine region. Wine tourism could therefore be the key element for the sustainable development of wine regions worldwide. To gather reliable information on this topic, WineTourism.com together with Hochschule Geisenheim University conducted a global online survey with 1,579 wineries from more than 40 countries. Data collection took place in November 2021.
The results of the survey clearly show that sustainability has arrived in the wine industry, but also in wine tourism, and will certainly play a major role in the future. We are very delighted about the high number of participants, which reflects the global interest in this topic.
Key findings of the survey
1. Sustainability plays a critical role for the wineries;
2. Wineries evaluate the overlap between sustainable wine production and sustainable wine tourism very heterogeneously – but the overall overlap appears to be relatively small.
3. For the wineries, the environmental dimension of sustainability is slightly more important than the economic and social aspects.
4. Among the measures that wineries plan to implement, using energy carefully, developing a long-term strategy for the company and collaborating with regional companies/actors are the most important.
5. Recently, 62% of the wineries stated that sustainable practices in wine tourism are essential for visitors; however, 87 % of wineries say it will become significantly more important in 5 years.
93% of all wineries that participated in the survey stated that sustainability in wine tourism is important or very important. The importance of sustainability is rated highest in Chile (4.8). This result is significantly higher compared to the countries Germany and Hungary.
According to the respondents, the environment is the most important pillar of sustainable wine tourism, at 40% of the given answers. The importance of the social and economic pillars is rated similarly, at 29 and 31% respectively.
The main drivers for sustainable wine tourism are to build trust and reputation(57%), to increase visitor satisfaction(55%) and to make the world to a better place (55%).
The main barriers for sustainable wine tourism are lack of financial resources(48%), lack of human resources (35%) and lack of infrastructure(35%).
Online webinar
On January 25, WineTourism.com and Geisenheim University hosted an online webinar, where we presented the findings of the survey. We would like to thank all the participants for attending and the discussions initiated. Questions that were left unanswered during the webinar, will be answered by the research team and will be published here, on this page.
If you missed the webinar, you can still watch it online on our Youtube Channel. The webinar covered topics such as the role wine tourism play in sustainable strategies, perception of sustainability in different countries and diverse sustainable practices in wine tourism.
Q&As about Sustainable Wine Tourism
The research team of Sustainable Wine Tourism survey answered all the questions asked during the webinar.
Hello, do you think that wine tourism, as a particular form of tourism, can show real practices and further actions/measures for the whole field of sustainable tourism in general?
Are there sustainability measures that can be called “bigger or more important contributors” comparing to others? Is it subjective to each winery to decide or there are certain studies which shows what makes a bidder outcome?
Actually, I think that Distribution / Consumption is usually also forgotten. How to make these two topics sustainable? Any idea about that?
What is the definition of sustainable wine tourism
It would be nice also to have portrait of managerial aspects of sustainability according to respondents. Institutional aspect is a base for sustainable development (especially for long-term development). For example is there any union of wine making companies, wine-based tourism business.
Hello from Greece and Aristotle University of Thessaloniki. I would ike to see if social sustainability was one of the topics of the research!
Apart from the regional component, is there any other kind of impact of COVID on sustainable wine torism?
Contact for questions about the survey:
Niklas Ridoff | WineTourism.com
niklas.ridoff@winetourism.com
Prof. Dr. Gergely Szolnoki
Supporting Partners: