BUSN2106 Successful Strategies for Wine Tourism

The Tourism industry contributes trillions of dollars to the global economy and Wine Tourism is a sector of continued change, growth and impact. Wine Tourism is not a new industry but it is growing in popularity as the several activities and experiences it provides are increasingly democratised to new markets, and as destinations seek to further exploit their wine industry resources and assets.

Wine has a colossal complementary potential with tourism destination products and services such that tourism regions around the world are heavily investing in merging the two to provide tourists with unforgettable experiences. As more regions and Wine tourism products and experiences come to market, the competition equally intensifies.

Opportunities are opening in a surplus of new markets (mass and niche), which depend on factors transforming the Wine tourism industry such as tourist profile, behaviour and forces driving demand and supply, as well as emerging innovations. It is crucial to attract tourists to a wine region, but also implement practical management methods to keep them returning again, and to measure the progress.

This topic is structured in such a way that students will be introduced to the key drivers and terminology of Wine tourism while at the same time being introduced to some of the most successful strategies in product development, branding and marketing, distribution and fund raising and financial management.

Subjects include the development issues, benefits and trends of the global Wine Tourism industry. In addition, innovation will be applied to Wine Tourism while at the same time exploring successful strategies for product development, branding and marketing, distribution and fund raising and financial management.

This topic aims to provide students with key insight into the theoretical foundations of Wine Tourism, providing an understanding of key concepts and terms, skills in team work and access to cutting-edge knowledge and research about strategic product development, branding and marketing, distribution and fund raising and financial management.

1. Analyse and calculate the impact of wine tourism on local, regional, and national economies
2. Select and employ innovation methodologies and market research techniques in the Wine Tourism industry
3. Examine key managerial issues and the successful strategies of a Wine Tourism business in relation to product development, brand and marketing, distribution and fund raising and financial management
4. Develop a Wine Tourism business project and pitch the project with confidence