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Marketing vineyards
Ideas for capturing and welcoming tourists interested in wine
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In a province such as Vicenza, which is certainly proud of its culture and wine production, the ‘Vicenza è’ consortium for the promotion of tourism could not fail to direct its attention to the reception of tourists interested in wine.
“Il marketing delle cantine e delle distillerie – idee per conquistare e ospitare i turisti" (The marketing of vineyards and distilleries – ideas for capturing and welcoming tourists), has been designed to fill a gap and to make a useful tool for improving the quality of services available to those operating in the sector.
It offers advice and observations on how to capture and consolidate a position within the market of wine tourism.
This sector is offering interesting opportunities for development, not only to winemakers, interested in promoting and selling their products directly, but also to those who are involved in promoting the geographical area and its treasures, seizing the opportunity to extend the tourist season and develop the market.
Good wine and grappa can undoubtedly also be found in other parts of the world as well as in Italy, however as has been demonstrated by Champagne, Bourgogne or Franciacorta, to stay closer to home, it is necessary to propose a truly integrated system.
This has been understood by many and it is not by chance that the sponsor of this publication is the largest private company in the sector, Zonin di Gambellara, which the Consortium thanks for its support.
The ‘Vicenza è’ consortium also thanks other producers for the precious advice they have given, with their experience, to the authors of the text for this small book, which hopes to contribute towards popularising the marketing principles which are at the root of tourist activities. The reception given to tourists and a quality service are decisive factors in satisfying customers and clue elements in choosing a destination.
The 3 wine routes in the Vicenza area will undoubtedly bear in mind the suggestions made, as will the distilleries, thus contributing towards increasingly better organised and more professional facilities for tourists. |
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