Enotourism is a growing global phenomenon. Emerging enotourism destinations are constantly improving innovation and design processes of their wine tourism products, e.g. segmenting markets and tuning distribution channels.
At the same time, more consolidated wine tourism destinations are having to face the same challenges as the rest of the tourism sector such as challenges posed by sustainability and overcrowding. This situation becomes a crossroad where both successful and unsuccessful cases intersect. Only professionalization can help understand** the complexity and uniqueness of enotourism and can help make the most of the high opportunities for employment and for business offered by this type of tourism**.