Wine tourism in greater Curitiba: the realities and challenges faced by a new wine region

Abstract

Wine is part of world heritage and the wine-making regions usually attract tourism, as a result. This study is an analysis of the demand for the wine tourism on offer in Greater Curitiba, Parana, Brazil. Seven wineries were studied using participant observation, questionnaires, focus group and analysis of online reputation. Among The main results of this heterogeneous group of wineries, of different ages, sizes and support structures for enotourism was that enotourism was essential for their commercial success. The most evident problems have to do with vocational training and professional staff besides institutional and organisational issues. Since the wine tourism demand is mostly regional at present, international commercialisation and roll.out of new products are not yet seen as priorities. Output on tourism is mainly centred on wine events, guided visits and gastronomic experiences.