WINE 7008EX - Wine Tourism

This course explores the structure of the tourism industry and the role of wineries and wine regions in contributing to a destination’s development and ability to attract visitors. Students will study global best practice in wine tourism development and the role of different stakeholders throughout the tourism distribution supply chain in creating and promoting appealing destinations. Key topics will include understanding visitor motivations and factors that influence travel to wine regions, the lifecycle of wine tourism destinations, identification of relevant travel trends, the role of sustainability, how to develop and promote wine tourism experiences for different audiences, and creation of a marketing campaign to increase visitation and improve profitability for wine tourism enterprises.