Wine tourism in the Mediterranean: A tool for restructuring and development

Abstract

Mediterranean countries have long been associated with wine production. However, only recently, as regions come to face the implications of global rural restructuring, have wine and tourism been utilized for regional development and re-imaging strategies. This article provides a review of the concept of wine tourism and its development. Using a number of case studies, the article then examines how the relationship between wine and tourism is being encouraged through European Union development programs and national and provincial government policies, and evaluates their relative success. The article concludes that wine and tourism are becoming increasingly integrated in tourist promotion and product-development activities in the Mediterranean. However, their contribution to solving problems of rural restructur-ing may be more problematic, and greater attention needs to be given to establishing stronger links between industry stakeholders and in adding greater value to the wine and food product in rural areas. © 2000 John Wiley & Sons, Inc.