Wine tourism experts draw up an international protocol for the resumption

A group of international experts in enotourism has been meeting since April this year and has elaborated the international protocol “Tranquilamente Enoturismo: diretrizes e boa práticas para um enoturismo Covid-Free” (Quiet enotourism: guidelines and good practices for an enotourism without coverage)

Photo: Ivane Favero
Photo: Ivane Favero

In view of the crisis affecting all sectors of tourism due to the global pandemic caused by Covid-19, the protocol is a manifesto of action created by a group of international experts working for institutional bodies, universities and research centres, renowned wineries, wine consortia and associations, as well as consultancies. “This protocol is aimed at wineries and other companies that promote wine tourism and aims to find concrete solutions to the new reality of wine tourism, applicable to any company or wine tourism destination”, says the consultant Ivane Fávero.

According to her, there are three main objectives to be reached in order to relaunch wine tourism in Brazil:

  • The improvement of wine tourism as a relevant and transversal asset for the economies of the territory where the wineries operate;
  • Communication through clear messages, capable of responding to the new expectations of the wine tourists;
  • And an elaborated plan of proposals and guidelines for the realities related to the working group that moves more than 30 million visitors from all over the world.

“We are living an unprecedented scenario, which leads us to redesign wine tourism. Several international investigations reveal that outdoor experiences, rural tourism, gastronomy and wine are among the most desired tourist attractions. Fortunately, wine tourism can combine outdoor experiences with the theme of enogastronomy, which is an expressive opportunity”, says Ivane, who is one of the founders and former president of the International Association of Wine Tourism – Aenotur.

The International Committee of Wine Tourism is coordinated by the Italian Roberta Garibaldi and the Spanish Zaida Semprun. Since April of this year, it has been holding one virtual meeting per week, organized in specific working groups. The initiative involves a wide variety of profiles with a vast knowledge of wine tourism from Argentina, Chile, Spain, Mexico, United States, South Africa and France, and also from Brazil (represented by Ivane Fávero), which participates voluntarily and intends to share all the construction of the group with the destinations and wine tourism companies in the country.

Lines of work

The group defined the main lines of work: the Assessment of Wine Tourism, as a relevant and transversal economic axis of the territories where the wineries are located, mainly in the rural areas; the Communication through clear messages that give security and confidence according to the new expectations of the tourist and; the Elaboration of relevant Proposals and Recommendations applicable to any winery or establishment, independently of its size or geographical location.

This sector mobilizes more than 30 million tourists per year, distributed in approximately 2,000 wineries open to tourism worldwide.

This initiative promotes from its base the collaboration between destinations and positions Wine Tourism as one of the most sustainable tourism sectors and with a greater projection within the new world tourism reality.


The International Protocol “Calm Enotourism” aims to guide the wineries and the operators of wine tourism in the adaptation of the structures and services of the hotel industry, giving priority to the care and the safeguard of the life of the people. The beneficiaries are the wineries dedicated to wine tourism and other tourist facilities with the same aims. The Protocol will be harmonized with the rules and regulations elaborated at the regional and territorial level, by each winery individually or in groups, through the associations, and will detail a series of indications related to the following areas

  • Reservations;
  • Welcome to clients, with precise provisions on how to enter them;
  • The management of the tastings, with recommendations for the protection of visitors and those who provide the service;
  • The organisation of the guided tour of the winery;
  • The management of the wine shop;
  • The use of the winery’s spaces, both inside and outside;
  • The management of the employees.

PROFESSIONALS INVOLVED: Argentina (Gonzalo Merino/Bodegas Argentina E Lorena Cepparo dA Chandon), Brazil (Ivane Fávero, consultant) , Chile (Alicia Ortiz/Enoturismo Chile), Spain (Chelo Miñana/ Bodegas Masaveu; Beatriz Vergara/González Byass; Tonia Castells/Freixenet; Álvaro Garnica and Oscar Manzano/Global Journey Consulting; Alberto García/FEV; Zaida Semprun/Consultants Creators Program); France (Catherine Leparmetier/World Network of Great Wine Capitals), Italy (Roberta Garibaldi/University Professor, Nicola D’Auria/Movimento Turismo del Vino), Mexico (Daniel Sánchez/Hacienda Guadalupe Winery & Hotel, Jorge Ferreira/Viñedos Azteca and Víctor Sixto/Codex Consultant), United States (Claudia Vecchio/Sonoma) and South Africa (Mariette Du Toit-Helmbold/Destino Consultant). The group foresees its existence beyond this crisis situation.

Autor: Paulo Atzingen. Diario do Turismo.