What is the potential for developing wine tourism in Wales?

Abstract

The aim of this research project was to examine the potential for wine tourism in Wales, with a view to make recommendations on how this might be developed. A review of relevant literature associated with developments in wine tourism globally was undertaken and helped develop a context for the Welsh wine tourism industry. Primary data was collected through questionnaire-surveys and semi-structured interviews on order to develop a baseline for viticulture and wine tourism activities in England and Wales, and to investigate opinions on wine tourism, of vineyard owners in Monmouthshire and Welsh economic stakeholders. The response rate of the questionnaire-survey was relatively low, 26% overall, and the information collected had little relevance to the main themes of discussion in the results and discussion chapter. The six semi-structured interviews completed were far more interactive and a key idea that emerged from these was the scope for developing a wine trail in the region. A number of constraints were raised in the discussion including: the questionable quality of Welsh wines; lack of cooperation between some vineyards in Wales; and the poor reputation of Welsh food and drink. It should be noted however that a number of positive factors emerged from the discussion, namely the fact that a wine trail has previously existed in Wales and the confidence that this gives any proposed initiative, and the strong links that currently exist between businesses in the region. It is proposed that Monmouthshire has many of the key elements required to host a wine trail. Several areas of further research were identified in order to better understand the potential for wine tourism and a number of recommendations were made for the development of wine tourism in Wales.