The potential wine tourist market: the case of Valencia (Spain)

This study assesses the similarities and differences in the potential wine tourist market, distinguishing between the actual market (AM) and the people “willing to practise wine tourism” (WP). This kind of analysis introduces a new aspect with regards to previous studies which were focused primarily on the AM, which is to say, on interviewing tourists at wineries. The information analysed has been obtained by way of personal interviews with residents of the city of Valencia (Spain). The number of valid interviews was 320. The results indicate that the AM of wine tourists in Valencia comprises 48.5% of the population, while the WP market amounts to 28.2%. Both the AM and those willing to practise wine tourism show considerable interest in wine and cultural heritage. They differ, however, in terms of leisure. There is also agreement among around 60% who indicate that they have paid or would pay around €8 to visit a winery. Among the differences, it is worth noting that the AM has a higher percentage of middle-aged men with university studies and mid-high to high incomes; furthermore, the group is largely made up of individuals who consume wine on a daily basis and have considerable interest and knowledge of the wine world.