ENOTOUR Project Advances Digitalization and Education in Wine Tourism

On March 6-7, 2024, the ENOTOUR project partners met in Padova to advance key initiatives in wine tourism digitalization and education. The event focused on two major areas: a self-assessment tool for wineries and the development of Online Courses to enhance training in enotourism.

Rethinking Digitalization in Wine Tourism

A major point of discussion was how wineries can assess and improve their digital strategies without compromising the personal, human-led experiences that define traditional wine tourism. To address this, the self-assessment tool will now distinguish between digital tools for business management—such as CRM systems and online marketing—and digital enhancements for visitors, like virtual reality experiences. This ensures that wineries embracing tradition are not at a disadvantage compared to those prioritizing high-tech solutions.

Virtualization in wine tourism was another key topic. Participants agreed that digital tools should enhance, rather than replace, physical visits. Wineries explored ways to use virtual content to showcase different aspects of their operations, such as seasonal changes in the vineyard or behind-the-scenes winemaking moments that visitors don’t typically see.

Education and Inclusivity Through Online Courses

The meeting also refined the structure of the Online Courses, which will cover topics such as wine knowledge, business management, sustainability, and digitalization. The courses will be designed to serve a wide audience, from students to professionals, and will emphasize inclusivity—ensuring accessibility for diverse visitors, including those who do not consume alcohol.

With these advancements, the ENOTOUR project continues to shape the future of wine tourism, ensuring that tradition and innovation go hand in hand. The outcomes of the Padova meeting pave the way for more digital tools and educational resources that will support wineries and enotourism professionals across Europe.