Wine Tourism: possibilities and challenges for the regional development of tourism in the São Francisco Valley wine region - Northeast Brazil

Abstract

Wine tourism is a growing modality in Brazil, already strengthened in the southern region, but still structuring in the northeast. The São Francisco Valley, located in the semi-arid northeast, was driven by projects and investments in research and technology, attracting national and international wineries that experience uncommon growth in cities of the hinterland northeast, marked by drought and low human development index. By betting on wine production, the government and businessmen structured themselves for wine tourism. This study analyzes the performance of the various social actors involved in wine tourism. In order to accomplish this proposal, the bibliographic survey, qualitative research through content analysis and visits to municipalities and wineries were used, with the purpose of questioning the main players involved in the activity. Therefore, enotourism is perceived as a strategy to develop destinations and also a marketing opportunity to strengthen the image of wine. It is important to highlight that it can integrate micro-regions, where it is possible to take advantage of basic products, gastronomy allied to wine, promoting combined attraction. It must be understood as an element of articulation and integration between the rural environment and the whole of society. The results of this analysis will bring some theoretical considerations and practical implications for viticulture and tourism.