Wine as a Tourist Resource: New Manifestations and Consequences of a Quality Product from the Perspective of Sustainability. Case Analysis of the Province of Málaga

Abstract

Wine tourism, as a model of sustainable economic development in certain areas, is able to boost the competitiveness of a territory, improve wine production, respect the environment, and improve the living conditions of citizens. In this sense, this work will present an overview of this type of tourism worldwide and nationally, focusing on the province of Malaga. The diversification of the tourist industry has promoted the appearance, or extension, of new tourist activities beyond the typical activities associated with beach or cultural tourism. This has resulted in new job creation and new income generation options. Wine tourism promises and delivers a complete sensory experience, as tourists experience the consumption of wine from all senses: taste, smell, touch, sight, and sound. This experience is not limited to the consumption of the wine, but also includes the experience of a visit to wineries or vineyards, together with the necessary lodging, depending on location. In this way, the grouping of activities and the development of tourist routes stimulate cooperation between different companies in rural areas. Thus, we propose that tourism is a means by which economic and social development can be achieved in these areas and regeneration strategies can be implemented.