The Development of Wine Tourism in Atypical Wine Regions: the Challenge of Multistakeholder Cooperation?

Katleen Vos

doi:10.18778/1641-4233.24.08

Authors

Katleen Vos Hogeschool, Dept. Media & Tourism

DOI:

https://doi.org/10.18778/1641-4233.24.08

Keywords:

wine tourism, atypical wine regions, UNWTO wine tourism conference

Abstract

In the last decades, worldwide wine tourism has been steadily progressing and has grown substantially as a research object. Several academic papers treat strategies for development and management of wine tourism. This paper aims to describe recent trends in wine tourism, and more specifically, the development of wine tourism in atypical wine regions. Therefore, it synthesises the key findings from the second UNWTO wine tourism conference. Furthermore, it argues that the successful development of wine tourism is not an exact science. Emerging wine destinations often have many difficulties to overcome. Using literature review and case studies, it explores the possibilities to create successful destinations and highlights the importance of co-operation, co-creation within networks and creativity to create value for wine tourism destinations.

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Author Biography

Katleen Vos, Hogeschool, Dept. Media & Tourism

Katleen Vos – lecturer in Tourism & Recreation Management at the Hogeschool PXL in Hasselt, Belgium. She obtained her MA in Tourism at the University of Leuven (KULeuven) with a thesis on the role of cultural heritage in the revitalisation process of traditional thermal resorts. She worked as well as a junior researcher at the University of Leuven on the ESPON Project 1.3.3. The role and spatial effects of cultural heritage and identity. In 2007 she was a consultant for an international management consultancy, where she focused on the development of public policies and strategy from local to EU levels. She was also a contracting manager and part of the sales analysis team of TUI Belgium; a travel advisor specialised in cultural tours. Prior to that, she took a pgDip. in European Tourism Management at the Universities of Bournemouth and Chambéry (1992–1993).

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