wine tourism research

Wine Tourism Experiences: An Exploratory Approach to Innovation Potential in the Douro Valley, Portugal

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• First Online: 28 May 2022
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• A. I. Correia   ORCID: orcid.org/0000-0002-2965-4425 6 , 8 ,
• C. Melo   ORCID: orcid.org/0000-0003-3097-4108 7 , 8 &
• C. Carvalho 6 , 7 , 8  

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 284))

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As wine tourism continues to develop, regions and businesses need to seek ways of providing value-added experiences to gain a competitive advantage over their competitors. This is also the case of the Douro Valley, a rural and wine producing region located in the North of Portugal, mainly known as the place of origin of the Port wine. Although the designation as a cultural landscape by UNESCO in 2001 has contributed to an increase in tourism demand, the region still struggles to retain tourists, especially international ones. More recently, and due to the pandemic situation and mobility restrictions, has emerged the need to reinforce the targeting of national tourists, and therefore, innovative wine tourism experiences are seen as catalyst, not only to attract (national and international) tourists, but also to retain them for longer stays. Given the above and based on semi-structured interviews to wine tourism businesses’ owners and on content analysis, the aim of this paper is threefold. First, it aims to characterize the wine tourism experiences provided in the region and to understand different perspectives on how these wine tourism experiences can be improved. Secondly, to compare wine tourism experiences in the “Old World” and in the “New World”. Finally, to explore the innovation potential of wine tourism experiences in the Douro Valley. Proposals of new and innovative experiences are presented, as they can be beneficial to the positioning of the region and of use to wine tourism businesses. Suggestions for further research will also be provided (This work is funded by national funds through FCT—Fundação para a Ciência e a Tecnologia, I.P., under project reference No. UID/B/04470/2020).

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Correia, A.I., Melo, C., Carvalho, C. (2022). Wine Tourism Experiences: An Exploratory Approach to Innovation Potential in the Douro Valley, Portugal. In: Carvalho, J.V.d., Liberato, P., Peña, A. (eds) Advances in Tourism, Technology and Systems. Smart Innovation, Systems and Technologies, vol 284. Springer, Singapore. https://doi.org/10.1007/978-981-16-9701-2_20

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Please note you do not have access to teaching notes, a bibliometric review of research in wine tourism experiences: insights and future research directions.

International Journal of Wine Business Research

ISSN : 1751-1062

Article publication date: 6 January 2023

Issue publication date: 16 May 2023

This paper aims to systematically map the nature of research in the field of wine tourism experiences and suggest research agenda based on the thematic mapping.

Design/methodology/approach

A total of 112 articles on wine tourism experiences published between 2000 and 2022 from Scopus and Web of Science databases were analysed. Bibliometric analyses, namely, performance analysis and science mapping, were done using Biblioshiny, an R-tool.

The results indicate that post-2015, the subject diversified into specialised sub-themes and empirical studies were widely adopted research methods. International Journal of Wine Business Research emerged as a leading outlet for scholarly publications. The study recommends key research themes for future research in the area.

Originality/value

To the best of the author’s knowledge, this is the first bibliometric analysis-based study on wine tourism experiences. The research agenda discussed can help initiate scholarly discussions in this area.

• Wine tourism experience
• Bibliometric analysis
• Experience economy
• Journals review

Kotur, A.S. (2023), "A bibliometric review of research in wine tourism experiences: insights and future research directions", International Journal of Wine Business Research , Vol. 35 No. 2, pp. 278-297. https://doi.org/10.1108/IJWBR-07-2022-0024

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Analysis of the structure of scientific knowledge on wine tourism: A bibliometric analysis

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This research offers a bibliometric analysis of 588 publications on wine tourism published between 1998 and 2021, highlighting the years of publication, the publication format, the fields of research, the authors, the institutions, the main journals and the country of origin of both the authors and the scientific production analyzed. To our knowledge, no bibliometric study has focused on the study of wine tourism, so this study aims to fill this research gap, serving as a reference guide for both academics and professionals in the wine sector who want to know in depth how the study of this type of tourism has been approached. The results of the research show that the academic study of wine tourism dates back to the end of the 1990s, with the New World countries standing out in its study, especially Australia as the country with the highest scientific production and the largest number of academics focused on the study of this type of tourism. The study allows us to highlight the value of academic articles as the main means of disseminating research results, these being focused on tourism, business, economic and cross-cutting research. The results reveal relevant conclusions for academics, winemakers and tourism managers on the knowledge structure of wine tourism activity.

1. Introduction

Wine tourism represents the appropriate marriage of wine production and activity, being broadly defined as that experience associated with visiting vineyards, wineries and wine demonstrations in which wine tasting is the main element [ 1 ]. Thus, while wine production is based on winemaking, wine tourism focuses on attracting visitors, thus acting as a support channel for direct sales in wineries.

Today, wine tourism is one of the most important and most promising types of tourism, given that it is linked to the new consumption patterns of tourists, based on the importance of the experience, as well as on a shorter duration and greater frequency in the number of visits [ 2 ]. In Australia, which is the world's fifth largest wine-producing region, more than eight million tourists visit wineries each year, with more than one million wine tourists travelling to Australia from overseas, a figure that has tripled in the last two decades [ 3 ]. In the case of California (United States of America), the Napa Valley alone generated $54.8 billion for the state in 2021, as well as 875,000 direct and indirect jobs [ 4 ]. These countries are included in the so-called New World countries and are the pioneers in terms of vineyard technification and innovative practices in the development of wine tourism [ 5 ]. Old World wine-producing countries, on the other hand, such as France, Italy and Spain, are characterized by the maintenance of traditional methods of wine production, as well as a low level of dynamism in wine tourism [ 6 ]. However, wine tourism is increasingly seen as a strategic element in the wine-producing countries of the Old World [ 7 ].

The growing importance of wine tourism, given its recognized capacity to increase winery sales and favor rural development, has aroused the interest of academics from different disciplines, such as geography, economics, sociology and business management. The first research in the field of wine tourism dates back to the nineties of the last century, focusing on the influence of wine tourism activity in rural areas and on the behavior of wine tourists [ 8 ]. Thus, among the pioneering works on wine tourism, the books Wine Tourism Around the World [ 1 ] and Explore Wine Tourism [ 9 ] stand out for their relevance and disruptive character in the field, as well as the research carried out by Charters & Ali-Knight [ 10 ], Carlsen [ 11 ], Getz & Brown [ 12 ] and Mitchell & Hall [ 13 ].

From the early 1990s to the present day, a great deal of research has been published on the subject of wine tourism, mostly carried out by universities in collaboration with tourism organizations and the wine industry, in order to meet the needs of wineries [ 14 ]. Therefore, given the amount of scientific production generated around the field of wine tourism, it is necessary to analyze and classify the knowledge developed in this field in order to detect the main research fronts. More specifically, a series of indicators are used to estimate both the distribution and the intensity of work in the area by different agents (authors, institutions, publishers and countries), as well as the existing relationships between them. At the same time, the aim is to carry out a brief analysis of the temporal evolution of research on the subject of interest in order to know both the first existing references and their progression from there on. The efforts made in this research are aimed at establishing a reference point on which to base the search for bibliography on the subject under study, as well as to understand the structure of the scientific knowledge generated around wine tourism.

This research contributes to the literature in several ways. Firstly, to the best of our knowledge, despite the existence of narrative and systematic reviews on wine tourism activity, there is no bibliometric study regarding this topic, which represents an opportunity to further advance knowledge on wine tourism. Secondly, the bibliometric analysis has been carried out since the first academic publication on the subject in the end of the 90s of the last century until 2021, thus being a comprehensive analysis of the structure of knowledge on wine tourism from the first indexed research in the field until the present day. Thirdly, the research can serve as a reference guide for both academics and professionals in the wine industry who want to know in depth how the study of this typology of tourism has been approached, thus being a reference study for both researchers who are starting out in the study of wine tourism and for those experienced in the subject.

After this brief introduction, Section 2 shows the research gap to be covered. Section 3 presents the set of steps to achieve the objectives set out, Section 4 shows the results and, finally, Section 5 presents the main conclusions, limitations and future lines of research.

2. Literature reviews in the field of wine tourism

As the scientific production in the field of wine tourism has increased, it has become necessary to collect documents and clarify the research fronts in the research field under study. Table 1 shows the publications in journals indexed in the main collection of the Web of Science database (WoS) that aim to review the literature on wine tourism, classifying the reviews by their authors, the journal in which they have been published, the title of the article, the type of review, the number of papers analyzed, the period covered by the review and the countries to which the scientific production belongs.

Reviews indexed in the main collection of the Web of Science on wine tourism. Source: own elaboration.

As can be seen, there are only 12 papers that have reviewed the literature on the subject of wine tourism, which highlights the need to continue analyzing the state of the art of the discipline. In this scientific production, more than half (58.33%) were published in the last five years (2017–2021 period), which shows that literature reviews on wine tourism have intensified recently. Likewise, of the 12 reviews, 5 are narrative and 7 are systematic in nature. It is worth highlighting the high number of narrative reviews (41.67%) on the subject despite the limitations of this type of review, given that, among other aspects, in these reviews the author's subjective criteria prevails when selecting the works, the data found in the different publications are not quantitatively synthesized and the procedure followed to obtain the information is not specified [ 15 ]. The rest of the reviews follow a qualitative systematic approach, given that they present the scientific production in a descriptive way without any advanced statistical analysis (systematic review without meta-analysis). This type of review represents an advance with respect to narrative reviews, given that their reproducibility is guaranteed, as the steps followed to obtain the scientific output under analysis are explicitly and clearly stated [ 16 ].

With regard to the period of analysis of the reviews carried out, it is important to highlight that all the reviews begin their analysis from the late 1980s and early 1990s, a period considered as the beginning of the academic study of wine tourism, up to the year in which the reviews were carried out. Likewise, most of the reviews analyze less than a hundred articles (83.33%), with the exception of the reviews by Mitchel & Hall [ 13 ] and Gómez et al. [ 7 ], in which 201 and 176 articles are analyzed respectively. Furthermore, academic literature focused on wine tourism in both Old and New World countries predominates. However, while Mitchell & Hall [ 13 ] focus only on the scientific production of New World countries (Australia, New Zealand, Canada and United States), López-Guzmán et al. [ 17 ], Ramos et al. [ 18 ], Santos et al. [ 19 ] focus on Old World countries, such as Spain and Portugal. In addition, although the main objective of the reviews is to analyze the scientific production related to wine tourism, Montella [ 14 ] and Nave et al. [ 20 ] specifically study the scientific production linking wine tourism activity and sustainability.

The analysis of the literature reviews on wine tourism has served to identify three main shortcomings in this type of research. Firstly, there is a small number of literature reviews on the activity of wine tourism, since there are only 12 articles that have addressed this objective. Secondly, there is no bibliometric analysis of the discipline, as the existing reviews are narrative and exploratory systematic reviews. Thirdly, the last year analyzed in the reviews carried out was 2020, so that the analysis can be updated to the current time. These shortcomings justify the need to develop our study, given that this research aims to contribute to the generation of new knowledge in the field of wine tourism, carrying out a bibliometric analysis from the end of the 1990s until 2021. The work therefore makes it possible to overcome the existing gap in knowledge, as it contributes to the generation of new knowledge through a bibliometric analysis that comprises from the origins of the discipline of wine tourism to the present day.

3. Methodology

3.1. searching procedure.

In order to analyze the knowledge structure regarding wine tourism, a systemic and replicable procedure must be developed and explained. For this reason, PRIMSMA guidelines were considered on the design procedure of the bibliometric review carried out. This declaration was designed to help the authors document in a transparent manner the rationale for the review, as well as the process followed to reach the research results [ 24 ]. Based on its guidelines, the following actions have been carried out: (1) the source of information used is the Web of Science database (WoS). In the case of systematic and bibliometric reviews, two main strategies can be followed: the first one consists of the use of a single source of information (prioritizing the homogeneity on results), while the second one allows the capture of more results as different databases are used, but at the expense of heterogeneity and the need for controlling potential duplicities. The authors of this study have chosen the first one. (2) Regarding the database used, WoS has been the chosen one by its recognition by researchers. More concretely, the Core Collection from WoS has been used due to the following reasons given by its owner and developer company [ 25 ].

• • Around 21,100 journals indexed
• • 250 disciplines covered
• • Access to proceedings and books
• • Broad information included on each indexed record
• • Unification of institution names

With the use of the WoS Core Collection, the authors pretend to make this analysis replicable over time, thus allowing other researchers both to update the results exposed above in this work and detect changes over time in an easy way, so those that have never developed a bibliometric analysis can do so. If several databases were used, different specific software should be used, thus hindering replicability for those with no previous experience.

(3) Once the source of information had been chosen, the next step was to determine the search equation that returns the best results. This is a reiterative process as a broad equation is tested and, through simplification and comparison with previous equations, that which gives proper results is defined as the definitive one. As part of the process is creative and based on trial an error, details around this action transcends the aim of the paper, but the procedure can be requested to the authors.

After the previously mentioned process, the following equation has been chosen as the final one:

TS= ((cellar NEAR/0 door$ OR wine*) NEAR/5 (event$ OR trip$ OR touris* OR leisure OR holiday$ OR vacation$))

As can be seen, the equation is divided in two main parts. The first one states the entity of study while the second one allows to precise the activity developed in the corresponding entity. In order to give coherence to the results, the search operator NEAR/5 has been used, restricting valid records to those that present (at least) a concept from every part separated by no more than five words [ 26 ]. Regarding each of the parts of the equation, the operator OR has been applied in them not to restrict results to just one of the concepts included, as well as wildcards [ 25 ] to capture all possible variations of the concepts stated in the equation. It must also be stated that the search equation is applied to the topic (TS), which in WoS consists of the work title, abstract and keywords (both work and the ones added by WoS), so the results returned by the database have more guarantees of being topic-related.

(4) In a second phase, another restriction has been applied. In order to avoid potential records that have no relation with wine tourism (e.g. medical research regarding the effect of wine consuming), they must belong to, at least, one of the following WoS categories 1 : Hospitality Leisure Sport Tourism, Management, Business, Environmental Studies or Economics. By doing so, two things are achieved: the abovementioned relation with the study topic and the possibility to discover collaborations among these areas with the rest that have not been explicitly exposed.

The stated process, once applied, returned a total of 588 results that date from 1998 to 2021.

Finally, it should be noted that no review protocol was developed. However, as can be seen in the present and previous sections, the research clearly describes the reason for the review, the objectives and methods used to locate the scientific production, as well as the collection and analysis of the data from the included studies. Thus, by specifying the reason why the protocol document was not prepared, the requirements 24a and 25 b of the PRISMA regulations related to the registration and protocol of the results are fulfilled.

3.2. Variables considered

Once the search equation has been finally chosen, variables to be considered were stated. As the main goals of this work are exposing the knowledge structure about wine tourism as well as its research development over time, features that describe production distribution and time evolution are needed. In the following sections, the variables used, as well as the reasons and data treatment and modification regarding them, are exposed.

3.2.1. Year of publication

The first of the variables considered is the time each of the records returned by the search equation were published (in journals, proceedings, books and other formats). By doing so, the first works in the field can be detected, as well as changing trends in the interest of wine tourism research by variations in the amount of production. Regarding this variable, no changes nor revisions needed to be done as results given by WoS contained no major errors.

3.2.2. Publishing formats

This variable is used to analyze how knowledge around wine tourism is spread from the research community to different stakeholders (including members from the community itself). In this sense, the means (formats) used are stated and compared in absolute and relative terms. It must be stated that a record, it is a work, can belong simultaneously to more than one publishing format, so the number resulting from the sum of each format is higher than the numbers of records returned by the equation. This situation is repeated in other variables and will be noted in their corresponding section.

3.2.3. Research fields

Regarding research fields, there is a fact that must be exposed: as the searching procedure states that results must belong (at least) to the areas of Hospitality Leisure Sport Tourism, Management, Business, Environmental Studies or Economics, those will be the research fields with the most records. However, the interest of this section lies in analyzing the rest of research fields that collaborate with the ones previously exposed. In this case, the same as in publishing formats happens: a work can be linked to multiple knowledge areas. As it also happened in the previous variables exposed, no changes needed to be addressed.

3.2.4. Authors

Exposing the authors involved in the topic studied in this work allows readers to know those researchers that bring considerable contributions to it. As can be deducted, authors are one of the main pillars that underpin knowledge production. Thus, deepening in the matter of who the most influential researchers in wine tourism are, not only the contribution from each of them is analyzed, but also the interaction among them through their research production. In order to do so, different approaches have been developed. The first one is the definition of the main authors, which are considered the most influential researchers in the area.

To define an author as a main one, the number of works have been first reviewed. The trend noted shows a group differentiated in this regard, it is, each of the authors in this group mainly show a different number of records. In comparison, those in a second group show little contributions (in quantity terms), sharing many of them the same number of records, what has been considered as an indicator for sporadic incursions in the topic field.

Once these groups have been defined, those authors in the first one have been manually checked to avoid the inclusion of authors that have not been real drivers of wine tourism research. This can mainly happen for two reasons. The first one is due to the authorship algorithm used by WoS. When a work is not manually linked to an author, an automatic computing program assigns that work to a researcher. This algorithm sometimes makes an incorrect assignment, or even creates an author that does not exist (the latter can be detected through the revision of each of the documents assigned to each supposed author). The second one takes place when an author has several records that belong to the same work (e.g. several book chapters in the same book). Consequently, both situations have been checked and corrected, withdrawing a total of 4 authors, two per each reason exposed above.

Once this has been done, researchers have been sorted by their number of records (contributions), followed by the number of citations (excluding their own) and, consequently, by the relative importance of their contributions (measured through a ratio comparing the number citations per work).

The above process has been developed in order to expose the individual contribution of each author. However, similarities in research production are also required to be approached. To do so, a co-citation study has been done with the use of the software VOSviewer in its 1.6.18 version. By doing so, authors that are cited together by other researchers are highlighted and, thus, similarities in their production are displayed through a network map.

3.2.5. Institutions

As well as in the previous point, institutions or organizations returned by the search equation sometimes appear duplicated. It is particularly seen in the case of some Universities, where registers are indexed to the institution itself and one of their campuses at the same time. In the same way, a particularity appears in the case of the United States of America. USA universities are usually grouped by the called “state systems”, so the different universities from a state form a cluster that, in the case of WoS, generates duplicities as a record is linked to a university and its system at the same time.

In order to solve those problems, the first 50 organizations (the ones considered as the most influential by number of works related with wine tourism) have been deeply analyzed, checking if they have duplicities with the rest in the available results (which consist of 500 organizations). If any duplicities were detected, a manual correction was done. In this sense, the campus or system was withdrawn from the list, and their records were assigned to the remaining institution in case that they were not already linked.

Once the data was depurated, organizations have been ordered by the number of works in the study field, as well as a brief analysis regarding the countries they belong to.

3.2.6. Journals

Related to journals, prior checks only consisted in the withdrawal of results that differ from journals and conference proceedings. 2 The reason to do so is the following fact: as the latter are periodically developed, other means of publication considered by WoS (e.g. books) do not, and may alter the analysis. Consequently, the analysis by sources of publication has been previously developed, so a deeper study (explained in the following paragraph) can be done now.

As a list can be created sorting journals by number of works (records), a more interesting view is the one that analyses the interest in wine tourism for each editorial line. It is, the study of journals is focused on the main areas that are addressed by the top journals and, thus, a more consistent knowledge is developed through grouping results by those main areas. By doing so, more interesting conclusions may arise as the analysis is not just limited to a brief list of journals, but also the main lines of research from them are considered.

3.2.7. Countries

The final variable studied is work distribution by territories. In this sense, the contribution force exerted by each country is first measured by the number of works, as well as pointing out the countries that have main authors. In a second phase, a co-authorship network analysis has been developed and studied so collaborations among different countries are exposed. By doing so, it is possible to track those interactions that create synergies and, thus, must be controlled by those interested in wine tourism research, as those collaborations can be considered nucleus of production.

Despite WoS offers quite depurated results, some of them are split (for example, United Kingdom is divided into England, Wales, Scotland, and Northern Ireland). Those kinds of situations have been manually solved, checking for duplicates and reassigning results if necessary.

3.3. Flow diagram about the systematic procedure

In order compile the previously stated actions, as well as the logic followed in the results section, a flow diagram chart comprising all the searching, sorting and following analyzing procedures is represented in Fig. 1 .

Flow diagram about the bibliometric review procedure developed. Source: own elaboration based on Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) Flow Diagram.

4.1. Year of publication

As Fig. 2 shows, the first indexed record dates from 1998, and corresponds to the journal article called Relationship between organizational change and failure in the wine industry: An event history analysis developed by Stoeberl et al. [ 27 ], where they study and state that organizational change does not affect business failure. Despite showing no record in 1999, from the year 2000 on, wine tourism research production has been developed uninterruptedly, having a notorious increase since 2008. Among the pioneering works in the field of wine tourism, as mentioned previously, are the books Wine Tourism Around the World [ 1 ] and Explore Wine Tourism [ 9 ], which are considered two cult books in the discipline, as well as the disruptive studies by Charters & Ali-Knight [ 10 ], Carlsen [ 11 ], Getz & Brown [ 12 ] and Mitchell & Hall [ 13 ].

Wine tourism research production by year of publication. Source: Web of Science.

Early research was mostly conducted by oceanic authors and focused on the link between wine tourism and the development of the rural areas in which the activity takes place. However, over time, new lines of research on the subject have been developed, with seven active research fronts in which the scientific production on the topic can be framed. These are: (1) territorial development, (2) wine routes, (3) the behavior of wine tourists, (4) the wine tasting experience, (5) wine festivals and festivities, (6) sustainability, (7) wine marketing in wineries.

4.2. Publishing formats

Fig. 3 shows the production distribution by publishing formats used. As can be seen, journal articles are the main source for spreading wine tourism research with 460 results (that accounts for 78.2% of the 588 results returned by the search equation). Proceedings papers and book chapters are also noteworthy as the stand for 95 (16.2%) and 59 (10.0%) of the records respectively, showing that publishing format structure does not differ from other research areas. The rest of the results are divided among reviews, editorial materials, early access contents, books and even a work correction.

Number of records by publishing format used. Source: Web of Science.

4.3. Research fields

Table 2 shows the work distribution by research fields. As can be expected, the first four fields correspond to the ones used to filtering in the search equation. However, the following ones show collaborations (and thus potential synergies) with the first ones. In this sense, economics in general turns out to be the most recurring area in this second group (59 results) as well as green sustainable science technology (52). It must also be highlighted the interest in environmental sciences (41) and regional urban planning (12) as some research lines regarding wine tourism not yet developed in these areas may emerge in the future (for example, the possible contribution on wine tourism to dynamization in depopulated areas), as many of the results seen in this fields just focus on sustainability.

Number of results by research fields. Source: Web of Science.

The results related to the research fields demonstrate the multidisciplinary nature of the field of study, since it has been analyzed how wine tourism can represent a new type of tourism to economically diversify a given territory (this topic being linked to Hospitality and Development Studies), to favor the preservation of the environment and the heritage in which the activity is carried out (being this topic linked to Environmental Studies and Environmental Sciences), to maintain and create employment in the wine-growing areas (this topic being linked to Economics Business Finance) or, among other aspects, to catalyze the processes of organizational innovation (being this topic linked to Management, Business and Green Sustainable Science Technology).

Despite existing more research fields that share works with the previous ones, the number of them are not high enough to confirm a current, strong collaboration. Nevertheless, some of those research fields show high potential to expand knowledge of the research topic addressed in this work. For example, those areas that are dedicated to the use and developing of new technologies may contribute by analyzing ways to optimize wine cellars by last state-of-the-art technologies to offer an immersive experience to clients. Development and urban studies can also be interesting for future research. As stated above, wine tourism can serve as a way to dynamize depopulated areas, as well as a diversification vector for those regions where the economy is mainly based in agriculture and wine producing, thus giving a chance to adopt activities from the service sector.

4.4. Authors

Once applied the procedure exposed in the methodology section, the obtained results are shown in Table 3 . As can be seen, the main author is Abel Duarte Alonso with 30 records, being journal articles all of them, followed by Johan Bruwer (19 records) and Steve Charters (10). Regarding the country of the institution they belong to, it must be highlighted that 7 researchers are affiliated to Australian organizations, 5 to the Portuguese ones and 4 to New Zealand and the United States of America.

Number of records, citations, work impact and affiliation country for each main author. Source: adapted from Web of Science.

Despite being necessary to expose the content included in Table 3 , the interest of author analysis remains in the co-citation relations shown in Fig. 4 . The co-citation analysis developed allows to discover the number of times where two authors are cited together by other academics and, consequently, is used as a proxy for establishing potential relations in their research lines.

Co-citation network map for authors with a minimum of 25 citations. Source: Web of Science, edited with VOSviewer.

According to the number of co-citations, Abel Duarte Alonso and Johan Bruwer appear as the most influential in wine tourism research as they hold the highest number of co-citations with the rest of the main authors, thus following the same pattern shown in Table 3 . Regarding the first author, his research in wine tourism focuses in both New-World (Australia and New Zealand) and Old-World (Spain) countries, sharing a variety of topics regarding wine tourism, as the works developed with authors such as Bressan, Kok and O'Brien in innovation [ 28 ] and sustainability [ 29 , 30 ], or those regarding wine tourism development with Bressan, O'Shea and Krajsic [ [31] , [32] , [33] , [34] ]. Moving to Johan Bruwer, his most recurred line of research focuses on wine tourists' behavior such as dynamics, perceptions and experiences [ [35] , [36] , [37] , [38] , [39] , [40] , [41] , [42] , [43] , [44] , [45] ], authors that, despite some of them do not appear in Fig. 4 , have collaborated with Bruwer, showing his influence in the area as he is related with a huge variety of researchers. As can be seen, the range of topics regarding wine tourism developed by these authors gives to their works the possibility to serve as a reference for many researchers in the area, allowing them to become the reference in the field.

4.5. Institutions

Once the pertinent corrections stated in the methodology section were developed, the results shown in Table 4 were obtained. As can be seen, the first three institutions (that are placed in Australia) show a notorious difference in terms of works compared to the rest of organizations. In fact, 6 of the top 10 institutions are established in Australian land, being Edith Cowan University the most outstanding in this sense. Other institutions that must be highlighted are those belonging to Old-World countries. For example, Universidade de Aveiro is recognized as one of the most important universities in wine research, something that explains its position in the above list. Remaining in Portugal, Universidade de Trás-os-Montes e Alto Douro has to be recognized as it has brought 10 works, most of them in the 2017–2022 period. Universidad de Córdoba (Spain) has considerable contributions through the research made by Tomás López Guzmán, being another research reference in the field. USA institutions also stand out, namely University of Central Florida (9 works), University of North Carolina (8) and Sonoma State University (6), with the latter being located close to the Napa Valley, the most recognized wine-producing area in the United States. Despite many institutions have been exposed in Table 4 , a more interesting topic is the contribution of each country. In this sense, country ranking by number of top institutions is addressed in the subsection corresponding to regions.

Institutions by number of records and region. Source: adapted from Web of Science.

The analysis of the institutions shows the importance of the New World institutions in the study of wine tourism, given that 7 of the top 10 institutions belong to this group of countries. This is due to the fact that it was the oceanic academics who first began to analyze the field of study given the relevance of wine tourism activity in those countries. However, the wine-producing countries of the Old World began to resemble more and more to those of the New World, since domestic wine consumption was increasingly lower, there was a lower propensity to import wine and wine was losing its value as a beverage associated with the diet of the European countries, to enhance the value of social stratification, vision and enjoyment associated with this beverage, as was the case in the countries of the New World. In this context, wine tourism activity became increasingly important for European countries, since it allowed them to face the new challenges faced by the sector, such as the lower consumption of domestic wine or its new perception. This importance aroused interest among academics in the Old World, leading to the generation of scientific production on the subject. Therefore, although the New World institutions are the first to have studies on the role of wine tourism in the territorial development of the rural regions in which wine tourism activities are carried out, at present, institutions belonging to both groups of countries develop research on the seven research fronts in the discipline mentioned in previous sections.

Finally, it must be also exposed that all institutions but one are universities. The exception is the Institute for Tourism in Croatia, which has contributed with 4 works in the area of wine tourism.

4.6. Journals

Once the withdrawal of non-valid records has been accomplished, the definitive list of journals is presented in Table 5 . As can be seen, the journal Sustainability is the one with the highest number of contributions, followed by Pasos and Tourism Analysis. From the first 30 valid results, 28 are journals (in the sense of periodical publications), appearing only two conference meetings, one related with economy in general (journal number 26) and the other with tourism (number 27). 10 of the journals stated have a Journal Impact Factor (JIF) index, a measure applied to those journals that are considered to have enough quality and research impact [ 26 ]. Concretely, 6 belong to the 1st quartile in, at least, one of their categories, while 4 belong to the 2nd, meaning that they are placed in the 25% and 50% top journals among those that have previously been considered to have enough quality and impact.

List of journals by number of records and their 2021 Journal Impact Factor (JIF) quartile. Source: adapted from Web of Science.

Moving on to their scope, it must be highlighted that most of the journals analyzed focus on tourism research. Indeed, and despite the specific of the topic field studied, only the Journal of Wine Economics is directly related with the economic sector studied, being the rest dedicated to business (e.g. Journal of Business Research), economic (e.g. Medunarodni Znanstveni Simpozij Gospodarstvo Istocne Hrvatske Jucer Danas Sutra) and cross-disciplinary works (e.g. Sustainability). This situation creates a gap to derivate wine tourism research to specialized journals and conferences in wine, as it may improve knowledge transmission to stakeholders in the sector. While tourism journals offer a wide range of topic options (that is useful to place wine tourism research in the radar), an increase of works in wine-related journals would allow to facilitate addressing to those in the sector.

4.7. Countries

As can be seen in Fig. 5 , Fig. 6 , as well as in Table 6 , Australia is the country with the highest contribution in terms of works and prominent authors. A total of 113 records (almost 1 in 5 works) are related to, at least, one Australian university, being the next country in this sense the United States, that accounts for the 15% of the production. Spain, Italy and France are also remarkable with more than 60 works each, having the rest of the countries less than half of that number. However, when moving to the number of main authors, New Zealand appears as the 3rd force (tied with Spain and the United States), what is also consistent with their number of institutions as 3 of the 8 universities are classified as top institutions in wine tourism research by the standard followed in this work (see section 4.5). Despite the contribution the rest of countries do in wine research (for example, South Africa is recognized as being a reference in this sense), their contribution in wine tourism research is diluted in comparison to the ones exposed, at least according to the search equation. 3

Number of records by countries. Source: Web of Science, edited with VOSviewer.

Co-authorship strength by countries (the force of collaboration is proportional to dot sizes) Source: elaborated from Web of Science data with VOSviewer software.

Countries by number of main authors affiliated to their institutions. Source: elaborated from Web of Science.

Moving to mutual collaborations among countries ( Fig. 6 ), Australia is again the one with the highest interaction with another territories (as the size of its point in the figure shows). In this sense, some of its collaborators (USA, United Kingdom and Spain) are also positioned as one of the most collaborating countries. In a second level, we find other European countries (Germany, Italy, France and Portugal), as well as New Zealand, China and Canada. In fact, collaborations of the last three mentioned are limited to 5 or less countries, showing the cutout line for this analysis.

With all the information abovementioned, it can be said that Australia is, up to date, the distinguished reference country in terms of wine tourism research, also being the USA, Spain, Italy, France and New Zealand considerable drivers in this research area.

5. Discussion and conclusions

The results presented in this research are of particular interest to the academic community, as well as to wine companies and professionals, since they contribute to understanding the structure of knowledge surrounding the study of wine tourism.

Firstly, the research shows that the academic study of wine tourism dates back to the late 1990s. This is in line with previous academic literature, which states that it was at the end of the last century when New World authors began to generate scientific production around this type of tourism [ 7 ]. In fact, despite the activity has been studied in both New-World and Old-World countries, the New World continues to predominate in the study of wine tourism, given that, of the five authors with the highest scientific production on wine tourism, four belong to that block of countries. Moreover, the three institutions with the highest scientific production are Australian (Edith Cowan University, Curtin University and the University of South Australia), which is also the country with the highest contribution in terms of outstanding works and authors. It can therefore be said that Australia is, up to date, the country of reference in terms of wine tourism research.

In fact, the importance of Australia as a country of reference in the study of wine tourism dates back to the beginnings of the discipline, since the first research on the subject was carried out mostly by Oceanic authors, focusing initially on the link between wine tourism and the development of the rural areas in which the activity takes place. However, over time, new lines of research on the subject have been developed, with seven active research fronts in which the scientific production on the topic can be framed. These are: (1) territorial development, (2) wine routes, (3) the behavior of wine tourists, (4) the wine tasting experience, (5) wine festivals and festivities, (6) sustainability, (7) wine marketing in wineries.

Secondly, the study shows that, despite the prominent role of the Oceanic country mentioned above, the United States, Spain, Italy and France are considerable drivers in this area of research, since, while the United States accounts for 15% of scientific production, Spain, Italy and France stand out with more than 60 papers each, the other countries having less than half that figure. In terms of cross-country collaborations, Australia once again stands out as the country with the most academic interaction with other wine-producing countries. However, the United States, the United Kingdom and Spain are also positioned as countries with a high level of academic collaboration for the study of wine tourism activity. From the results it can be concluded that there are two fundamental criteria by which academics collaborate with each other: (a) geographical proximity and (b) language affinity. On the one hand, the Australia-United States-England-New Zealand link stands out, as well as the Spain-Mexico-Chile link, which can be explained by the use of the same language (English and Spanish respectively). On the other hand, the Germany-Poland-Austria and Italy-Spain-Portugal block of collaborations may be explained by the geographical and cultural proximity between the regions.

Thirdly, scientific articles are the main source of dissemination in the field of wine tourism research, with articles in proceedings and book chapters playing a secondary role, which shows that the structure of dissemination of scientific knowledge in this field of research does not differ from other areas. The research results provide a list of the main journals for publishing research on wine tourism, which may be useful for researchers who are in the process of identifying scientific journals to disseminate their research results on wine tourism. As far as the scope of the journals is concerned, it is important to highlight that most of them focus on tourism research, the rest being focused on the publication of business, economic and cross-cutting works (detecting only a journal dedicated to wine research). This is an evidence of the need for wine journals to stimulate the dissemination of results on wine tourism activity.

The present research contributes new knowledge to the existing academic literature on the subject, given that, to the best of our knowledge, despite the existence of narrative and systematic reviews on wine tourism activity, there is no previous bibliometric study that has analyzed the structure of scientific knowledge on wine tourism activity. However, despite the article's contributions, the study suffers from certain limitations. In this sense, only the Web of Science database was selected for the analysis, given that the aim was to prioritize quality over quantity. Furthermore, the study has the limitation inherent to bibliometric studies, given that the content of the works is not studied, but rather a quantitative analysis of the scientific production analyzed is carried out. On the other hand, the work stands out for its reproducibility, and can be followed up periodically if desired by the academic community interested in the subject of wine tourism. As a future line of research, the authors intend to carry out a bibliometric analysis of the scientific production on wine tourism and sustainability, in order to quantitatively analyze the scientific production on one of the main benefits of the academic literature on this activity.

Author contribution statement

All authors listed have significantly contributed to the development and the writing of this article.

Funding statement

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

Data availability statement

Declaration of interest's statement.

The authors declare no competing interests.

1 Despite the WoS Core Collection has a control variable called “Research areas”, WoS Categories give a higher degree of division and, thus, potentially improve probabilities for deeper conclusions. However, due to the aim for standardization with other literature, WoS categories will be referred as research fields from now on.

2 Despite analysing both journals and conference proceedings together, only the term “journals” will be used from now on for easy reading. Consequently, “journals” includes both categories.

3 It must be kept in mind that one of the limitations of bibliometric analysis are the boundaries that have to be imposed. This topic is deeper addressed in the limitations section.

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AgriLife Today

Texas A&M AgriLife's digital magazine and newsroom

Texas Wine: Down to a science

Texas a&m scientists and agrilife extension specialists help fine tune the texas wine industry .

August 11, 2023 - by Adam Russell

Did you know the “grape” State of Texas has changed wine as we know it? Many grapes used across the world for wine, including those from centuries-old European vineyards, have Texas roots, literally.

Vineyards throughout France’s famed appellation system and beyond boast distinct regional features and terroir, the environmental conditions that give wine grapes their taste. But they could not grow without rootstocks from native Texas grapes identified and studied by T.V. Munson, a 19th century Texas scientist and horticulturist.

Munson’s work with several native Texas grapes eventually saved European wines from the pest insect phylloxera. This pest devastated millions of acres of European grapes, causing enormous losses in the European wine industry.

The solution was grafting European grapes like Merlot, Sangiovese and even thousand-year-old varieties like Pinot Noir on top of phylloxera-resistant Texas grape rootstocks collected and studied by Munson. Munson’s efforts saved and continues to protect wine production in Europe and around the world.

To this day, Texas A&M AgriLife carries on Munson’s belief that study and science provide solutions. Scientists and educators continue to build comprehensive research, education and outreach programs to guide and support the expansion of Texas horticulture and the wine industry as it continues to grow in output and reputation.

Wine science leads the way

Amit Dhingra, Ph.D., head of the Department of Horticultural Sciences in the Texas A&M College of Agriculture and Life Sciences , said Texas A&M horticulturists and scientists across Texas are following and expanding on the principles that led to Munson’s historic influence on global wine. Even today, science continues to fuel the wine industry, significantly bolstering the Texas wine industry’s recent and rapid expansion.

We can safely say that “wine science” will continue to lead vineyards, winemakers and wine drinkers into the future, Dhingra said.

Dhingra was appointed by the Texas Department of Agriculture to lead the scientific delegation to the International Organisation of Vine and Wine , an intergovernmental organization that deals with technical and scientific aspects of viticulture and winemaking. 

Furthermore, the Texas A&M AgriLife Extension Service has expanded its expertise over the last decade to provide support for vineyards and winemakers as the industry expanded, Dhingra said. The agency now has 13 specialists and researchers dedicated to viticulture and enology on campus and regions across the state, including the Gulf Coast, Hill Country, North Texas and High Plains.

Additionally, the Department of Horticultural Sciences is expanding its faculty and curriculum to provide expertise and education to next-generation vine and wine professionals, he said.

“We are very excited about where the Texas wine industry is today and our position to serve our growers and winemakers and to help the industry continue to grow and evolve,” Dhingra said. “We want to embrace the legacy of T.V. Munson because of the impact his work has had over the globe and because we believe Texas A&M is the natural place to develop the next generation of solutions and problem solvers.”

“Texas produces 10,000 different wines every year using around 80 different grape varieties. We have endless opportunities for wine lovers to explore the state and experience these wines.”

Justin Scheiner, Ph.D. Associate Professor and Extension Viticulture Specialist Department of Horticultural Sciences

Texas wine boom

Although the Texas wine industry has a long legacy within the state, it is relatively young in the wine world, Dhingra said.

In Texas, wine grapes are an agricultural crop that directly impacts every part of the state. In total, the Texas wine industry has a $20.35 billion economic impact, from tourism to more than 100,000 jobs that inject around $1 billion in taxes to localities.

Texas has more than 1,300 soil types in a range of distinct regions with quality wines that feature regional characteristics based on localized microclimates. All in all, the Alcohol and Tobacco Tax and Trade Bureau of the U.S. Department of Treasury has designated eight American Viticultural Areas in the state so far, with two new AVA’s pending final approval.

The Texas Hill Country is already among the most-visited winemaking region in the U.S., drawing over 1 million visitors annually. And while the Texas Hill Country may be the most toured wine and viticulture area in the state, 80% of the state’s wine grape production occurs in the higher elevations and drier air of the Texas High Plains.

Areas within these designated American Viticultural Areas, like Fredericksburg in the Texas Hill Country, are known for their distinct production qualities. Other areas with more localized climactic and soil characteristics, like the Llano Uplift ­in Blanco, Burnet, Gillespie, Llano, Mason, McCulloch and San Saba counties, are not yet official viticulture areas but are quickly becoming known for microclimates that produce award-winning wines.

“People ask, ‘What will be the grape variety that will define Texas?’” Dhingra said. “But Texas is as large as France, with 11 different growing regions and even more subregions. Texas has an incredible potential to develop unique varietals and terroir that wine lovers can only experience with Texas wine grapes and wines.”

Texas wine production, reputation growing

Justin Scheiner, Ph.D., associate professor in the Department of Horticultural Sciences and AgriLife Extension viticulture specialist, Bryan-College Station, said the Texas wine industry has rapidly expanded in recent decades.

In 2000, there were 40 licensed vineyards, and by 2010, there were 200. Today, there are 806 active winery permits for operations around the state, which now ranks second behind California for wine grape and wine production. More than half of the 254 Texas counties boast a commercial vineyard.

Quantity is one thing, but wine is about quality, Scheiner said, and Texas consistently ranks high in national and international blind-taste competitions. However, Texas vineyards and winemakers may be lesser known at the national level because the industry is relatively young, but its reputation is growing.

Growth is good for vineyards, winemakers and consumers, he said. Most wineries in Texas are small and sell directly to consumers, emphasizing tasting rooms and restaurants.

“We have more than 800 wineries, and every winery produces a minimum of 10 wines,” Scheiner said. “Texas produces 10,000 different wines every year using around 80 different grape varieties. We have endless opportunities for wine lovers to explore the state and experience these wines.”

“We are the world’s laboratory for any kind of research because we have the microclimates and the soil types. You can see how the puzzle is coming together, where all the pieces are in place. This really puts Texas wine in a unique position globally.”

Amit Dhingra, Ph.D. Head, Department of Horticultural Sciences

Looking long-term for Texas wine

This massive boom within the Texas wine industry required a lot of expertise and knowledge-sharing to maintain its momentum in a lasting, sustainable way. Texas A&M viticulturists have been ever-present partners with Texas vineyards and winemakers for decades, working hand-in-hand to identify research-backed solutions and opportunities.

Much of what Scheiner and other specialists have done over the past decade is provide guidance to prospective wine grape producers and work with established vineyards to mitigate production challenges and conduct research that has propelled the industry forward.

Because Texas is so geographically and climatically diverse, Scheiner said producers face a range of challenges, including plant diseases, insect pests, and extreme weather and drought, that are distinct to their location. For example, a vineyard in the Texas Hill Country will face a drastically different climate than a Gulf Coast vineyard. By design of AgriLife Extension, these grape and wine specialists are available to help growers in all corners of the state, with science-based recommendations and options.

AgriLife Extension specialists played significant roles in helping wine grape growers overcome major production hurdles like Pierce’s disease. Viticulture and enology specialists continue to seek new ways to improve wine grape production, from protecting fruit from drought, hailstorms and other extreme weather, to eliminating cork taint, a global problem for winemakers.

“We are the direct contact with grape growers, especially those who are just beginning to grow, but also with experienced growers who collaborate with us on applied site research or demonstration projects,” he said. “Texas boasts a lot of smart, savvy growers who are finding solutions. Vineyards are a serious investment, and there are a lot of mistakes that can be made along the way. We’re there to pass along knowledge and trade tips to save growers a lot of money and heartache.”

Wine expertise across the state

Texas is big. Because of the state’s wide range of microclimates, Texas A&M AgriLife Extension Service has experts embedded around the state.

• Gulf Coast Wine Region
• High Plains Wine Region
• North Texas Wine Region
• Hill County Wine Region
• West Texas Wine Region

The Texas Wine & Grape Growers Association offers more information on these distinct regions.

What’s in a label? Everything

With the arrival of more and more vineyards across the state, Scheiner said they are also helping vineyards create unique identities that separate them according to the microclimate where their grapes are grown. AgriLife Extension is working with vineyards and the Texas Wine Growers to petition for more American Viticultural Areas around the state with the Alcohol and Tobacco Tax and Trade Bureau.

Labeled viticulture areas help identify and promote specific regions and better inform consumers, Scheiner said. This information builds brand and label trust and is directed toward the ascendance and long-term reputation of Texas wines globally in the same ways that wines from Napa Valley, California, or Bordeaux, France, are celebrated and revered.    

“You can always tie what we do back to farming because wine is literally one step from the field to the consumer,” Scheiner said. “But the thing that sets wine apart is that the grapes and where they are grown have such a huge impact on the wine. I don’t know another food crop that we can so easily tie the taste to the region it came from.”

“There is a unique community within this industry because wine is about fellowship. It’s a product of nature that has brought people together for thousands of years. Yes, we want to focus on environmental and economic sustainability, human health and food security, but all of it feeds the community and our overall wellness. We hope to bring all those critical pieces together here.”

Cultivating community through education, outreach

Growth of the Texas wine industry has a direct economic impact, but its development over the coming decades will spawn a range of social, cultural and environmental benefits that tie to wine’s millennia-old role in communities. Dhingra said horticulture is a discipline that has a strong opportunity to impact overall human health and wellness in a multi-faceted way, especially as it brings people together from vine to pour.

“There is a unique community within this industry because wine is about fellowship,” he said. “It’s a product of nature that has brought people together for thousands of years. Yes, we want to focus on environmental and economic sustainability, human health and food security, but all of it feeds the community and our overall wellness. We hope to bring all those critical pieces together here.”

Texas A&M AgriLife is preparing to expand its already comprehensive and interconnected support system to provide an even more balanced and sustainable approach for the industry and Texans, he said. Texas wine and the community it provides Texans will be supported by a commitment to education, training and outreach.

The industry needs expertise and trained professionals, Dhingra said, and Texas A&M AgriLife is buttressing the professional pipeline to meet that demand. The Department of Horticultural Sciences is adding new faculty positions, focusing on breeding, physiology and secondary metabolism of horticultural crops and grapes, who will expand the current horticulture curriculum to cover additional topics in viticulture and enology, or what Dhingra calls “wine science.”

The department is also creating a flexible, non-academic certificate program that addresses the educational needs identified within the industry. Initiatives like Spirited Learning , an interactive experience for students to learn about Texas horticulture, offer a glimpse into possible career paths for students majoring in horticultural sciences.  

“This new infusion of faculty and a new degree program in this area will really help the entire horticulture industry because discoveries that solve problems in wine production may apply to fruit and vegetables or commodities like corn,” he said. “Horticulture is the No. 2 industry in Texas and has a $60 billion economic impact across the state from nurseries to orchards. We want to realize the Texas wine industry’s potential, but we also want to be aware of the broader implications of our efforts.”   

Puzzle pieces make a picture

Texas A&M AgriLife will continue to expand its outreach and training programs to engage Texans with the industry. For instance, the agency is engaged in programs that provide innovative Texas Education Agency-approved viticulture curriculum for high school students around the state. Scheiner said those classes are very popular and school districts are eager for more programming. An online course for high school students is expected to be ready this fall.

Dhingra also believes collaborations with other departments, including the Department of Hospitality, Hotel and Tourism Management and the Aplin Center will enhance education and outreach programming. The collaboration will uniquely meld horticulture, entrepreneurship, business practices and problem-solving alongside industry professionals and producers to benefit students.

Innovation is rapidly evolving the horticultural sciences, he said. Technology like controlled environment and precision agriculture, robotics and artificial intelligence are pushing the discipline in new and exciting ways. The department is preparing horticulture students for that future.

Dhingra said there is a bevy of activity within multiple departments in the College of Agriculture and Life Sciences that will ultimately contribute to the sustainability and long-term success of the Texas wine industry.

“We are the world’s laboratory for any kind of research because we do have microclimates and the soil types, we do have the extreme weather conditions and varietal options,” he said. “You can see how the puzzle is coming together, where all the pieces are in place. This really puts Texas wine in a unique position globally.”

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June 19, 2024

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Want to avoid Europe's tourist hordes? Try getting off the beaten track

by Ali Jones, Horizon: The EU Research & Innovation Magazine

European tourism is getting a makeover to strengthen remote communities with the help of EU-funded researchers.

The monastery of San Estevo de Ribas de Sil in northwestern Spain is located within 20 kilometers of the Camino de Santiago pilgrimage route, but for Martín López Nores the two places felt worlds apart. And that gave him an idea.

In 2019 López Nores, a professor in the Department of Telematics Engineering of the University of Vigo in Spain, attended an event at the 800-year-old monastery with researchers and local representatives. The participants discussed how best to revitalize rural economies.

While the Camino de Santiago has long been a popular pilgrim route to the holy site where St James the Apostle is believed to be buried, the monastery—deemed one of the most spectacular heritage spots in the Galicia region of Spain—was often overlooked by tourists.

"We were meeting in a jewel of a location—a remarkable place that goes unnoticed by thousands of pilgrims walking nearby," said López Nores. "We realized we needed to make it more visible, to draw people to it, to encourage people on the pilgrim route to get to know the area they are passing through, not just focus on getting to the next point in their guide."

He led a project that received EU funding to help spearhead a new form of tourism across Europe—a kind that moves away from the hordes of international visitors who fill countless European cities and towns for most of the year.

In doing so, López Nores took to heart a sentiment expressed by one of the 20th century's greatest wanderers, the late British writer and Philhellene Patrick Leigh Fermor. In 1966, Leigh Fermor commented on the emergence in Greece of mass tourism by writing that it "destroys the object of its love."

López Nores championed a different approach called "slow tourism," which encourages visitors to take time to immerse themselves in their surroundings.

"Mass tourism consumes places, whereas cultural tourism is about creating meaningful connections with people and places," he said. "It's a non-destructive way of tourism that gives benefits to everyone and somehow makes your mind a little bit richer, more interesting."

Spread the wealth

The many people who travel the Camino de Santiago spend considerable amounts of money—more than €300 million in 2019. But with few tourists straying from the path itself, the economic benefits are relatively narrow.

The phenomenon occurs across culturally rich Europe and inspired a group of Spanish and Portuguese researchers—including López Nores—to join forces in an effort to spread the benefits of pilgrimages. Called rurALLURE , their project ran for three years until the end of 2023.

The team's goal was to enhance the appeal of "cultural tourism" in countries ranging from Spain to Norway and ensure that tourism revenue goes beyond the main trails.

For the Camino de Santiago, the researchers created a web portal and an app to highlight cultural points of interest close to the route. These include museums, places of natural beauty and bars and restaurants with local foods and drinks such as Ribeira wines. A total of 7 362 such sites were mapped in this way by the project.

Also available are written and audio guide material, local voices and histories, as well as thematically grouped information on, for example, nature spots and regional traditions.

Other pilgrimages covered by rurALLURE included routes to Italy's capital Rome, paths known as the Saint Olav Ways leading to Trondheim in Norway and the Way of Mary, which traverses central Europe to Csíksomlyó in Romania.

New mindset

The researchers went beyond technology in a bid to foster a change in the mindset of businesses, cultural institutions and other organizations linked to the various routes.

A sense of competition, which at one time in some places in Europe even led to road signs to rival tourist spots being destroyed, has been replaced with a spirit of collaboration, according to López Nores.

A network of more than 100 members around Europe now coordinates efforts, believing they can attract visitors by working together and in turn raising the popularity of pilgrim routes as a whole. Best practices—plus insights into what hasn't worked so well—are freely available.

For instance, the northern Portuguese town of Vila do Conde, long accustomed to being shunned by tourists who flew to nearby Porto to make their way north to Santiago de Compostella—the culmination of the Camino de Santiago pilgrimage route—has reaped the benefits, according to López Nores.

The rurALLURE portal and app now feature the town—complete with multi-media content—in a guide to the literary heritage of the Camino de Santiago. As a result, the area has flourished as a destination for pilgrims and literature lovers alike.

"This cooperation strengthens our cultural community and promotes the exchange of knowledge and resources, benefitting everyone," said Ivone Teixeira, coordinator of the Vila do Conde Museum.

Although the impact of the rurALLURE app is difficult to measure in terms of overall tourist numbers, it is clearly making a difference for specific sites.

The Otero Pedrayo Foundation in the Galician village of Amoeiro, for instance, has seen a remarkable increase in visitor numbers as a result of featuring in rurALLURE's sites around the Silver Way—the longest but least traveled of the Caminos de Santiago.

Drop-in visitors to the house of this major personality of Galician culture have increased from just a few to nearly 200 per year.

Peripheral appeals

Peripheral communities in Europe were at the heart of another EU-funded tourism project called INCULTUM . An acronym for innovative cultural tourism, the project wrapped up in April 2024 after three years.

The researchers chose 10 pilot sites in nine countries ranging from Ireland to Slovakia. The sites are in remote areas that don't feature in traditional tourist guides.

"We wanted to highlight the values and potential of cultural heritage that has been denied or hidden," said José Maria Martín Civantos, professor in the Department of Medieval History at the University of Granada in Spain and the project coordinator. "We are using tourism as a tool, not an objective."

In Ireland, the pilot featured a grassroots heritage initiative in which local groups carry out field surveys of historic graveyards and record oral histories.

The initiative, called Historic Graves , expanded under INCULTUM to include the deaths that resulted from the Great Famine of 1845–1852, when around 1 million people died.

At this time, more than 1 million people also emigrated from Ireland. Many of their descendants in the US, Canada, Australia and New Zealand are tracing their ancestry through Historic Graves, with some traveling to Ireland as part of the process.

In Slovakia, INCULTUM included an abandoned mining district in the central area of Banska Bystrica. The site is a source of industrial heritage as local schools and other groups work together to recover community memories.

In the works is an interactive digital map featuring "mining treasures" that tourists will be able to visit.

As it happens, this area also features in the rurALLURE digital maps because it lies on the Slovak section of the Way of Mary.

Better balance

Both projects offer a roadmap for Europe as it seeks to spread the economic benefits and ease the environmental costs of tourism.

For Martín Civantos, Europe must seek to revive rural areas in a way that is true to their past while reimagining their future. He said such an approach serves both tourists and local communities over the long run.

"It means you are visiting a place, but you're not having a negative impact on the environment or community," said Martín Civantos. "In fact, you are helping the community to maintain its values and heritage and giving something positive back."

• EU research on culture and creativity
• The EU rural vision

Provided by Horizon: The EU Research & Innovation Magazine

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$620 million: That's tourism's record economic impact on Door County in 2023, report says

D OOR COUNTY - The dollars spent in Door County by tourists rose from 2022 to 2023 to record heights, as did the impact those dollars made on the county, a new report says.

Released last week by the Wisconsin Department of Tourism, the report by global research firm Tourism Economics on the economic impact of tourism in the state and its 72 counties said visitors to Door County generated $620 million in total economic activity in 2023, an increase of $33 million, or 5.7%, from $587 million in economic impact the year before. It's the highest figure in the Door's history.

That figure includes $497 million directly spent last year by tourists in the county, called "direct visitor spending" by the report, compared to $471 million in 2022. That averages out to $1.4 million spent each day by visitors, according to Destination Door County , the county's official tourism marketing and management organization. The number represents 3.16% of all direct visitor spending in Wisconsin. The increase from 2022 to '23 is 5.6%, nearly the same percentage as the increase in total economic activity.

Thirty-one percent of the direct tourist spending took place in the third quarter of the year, from July to September. That's no surprise, but the next-best quarter was the fourth, October to December, which garnered 25% of the spending, followed by April to June at 23% and January to March with 21%. Destination Door County president/CEO Julie Gilbert said the fourth-quarter percentage is an increase from previous years.

Lodging (which includes second homes and short-term rentals) continued to command the largest share of direct tourist spending in the Door with 48.1% of that $497 million, the report said. Food and beverages combined to be 21.2%, while 14.2% went to retail shopping, 10.8% to recreation and entertainment, and 5.7% for transportation costs.

The remaining $123 million of economic activity is categorized as "indirect impacts" and "induced impacts." Indirect impacts, also referred to as supply-chain impacts, are dollars spent by tourism-related businesses with local suppliers such as utilities and food wholesalers. Induced impacts are dollars spent in the county by workers in the local tourism-related businesses.

Door County's $497 million in direct visitor spending was the seventh-most of Wisconsin's 72 counties, trailing Milwaukee, Dane, Waukesha, Sauk, Brown and Walworth counties. Milwaukee, Dane, Waukesha and Brown are metropolitan areas; Sauk County contains major tourist attractions in Wisconsin Dells, Baraboo and Spring Green; and Walworth County has Lake Geneva and Alpine Valley Music Theatre. For total economic impact, Door County ranks eighth of the state's counties, with Outagamie County edging ahead of the Door.

The report also said tourism was responsible for 3,444 jobs in 2023 in Door County, up 3.4% from 3,311 in '22, and those workers earned a total of $121.6 million, a 7.3% increase from $113.3 million the year before.

Spending by tourists in Door County in 2023 also generated $51 million in state and local taxes, a 6.6% increase from $47.8 million in '22, which Destination Door County noted offset $2,130 per household that would have needed to be taxed on local property owners to maintain existing services.

Those year-to-year increases reported by the study mirror the increase the county saw in room tax collections, from $11.07 million to $11.31 million, up 2.3% for 2023, according to the Door County Tourism Zone Commission.

Gilbert said the rise in visitor spending reflects not necessarily increased prices but instead how potential travelers continue to become more aware of the diverse events and activities the county has to offer, along with the relative affordability of those activities compared to other locations in the state. The county's visual and performing arts scenes, natural beauty and outdoor experiences are well-known across the country, of course, but there's been growing interest from visitors in exploring the county's history, culture and food, she said.

"I think as you see the vast array of experiences available in Door County, that's a contributing factor," Gilbert said. "Our arts, our history, our culinary experiences. And I think we're still affordable for a majority of people traveling.

"Door County is unique in so many ways. You look at other outdoor recreational destinations, we do have that and an incredible arts scene, an incredible performing arts scene, incredible history, then you add the culinary experiences."

Wisconsin’s tourism industry also saw increases in 2023, according to the report, with a record-breaking $25 billion in total economic impact, $15.7 billion in direct spending by 113 million visitors, more than 178,000 jobs in the industry and $1.6 billion generated in state and local taxes.

C ontact Christopher Clough at 920-562-8900 or  [email protected].

MORE:   The Door County theater season is moving into high gear. Here's what's playing this summer

MORE:  Concerts in the park happen in Door County six nights a week. Here's your guide, music fans

FOR MORE DOOR COUNTY NEWS:  Check out our website

This article originally appeared on Green Bay Press-Gazette: $620 million: That's tourism's record economic impact on Door County in 2023, report says

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