Wine tourism refers to tourism whose purpose is or includes the tasting, consumption, or purchase of wine, often at or near the source. Wine tourism can consist of visits to wineries, vineyards, and restaurants known to offer unique vintages, as well as organized wine tours, wine festivals, or other special events.

Many wine regions around the world have found it financially beneficial to promote such tourism; accordingly, growers associations and others in the hospitality industry in wine regions have spent significant amounts of money over the years to promote such tourism. This is true not only to "Old World" producers (such as Spain, Portugal, France or Italy), but also for the so-called "New World wine" regions (such as Australia, Argentina, or Chile), where wine-tourism plays an important role in advertising their products. In Argentina, for example, the Mendoza Province is becoming one of the tourist destinations in the country as Argentine wine strides to gain international recognition. Another example is the National Wine Centre of Australia that showcases the Australian wine industry.

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