Shaping the Future of Wine Tourism: Lessons from the Italian Experience

We took part in the conference “Impulsando el Enoturismo en Uruguay”, organised by Inspyrame UE, Eurocámara, INAVI, the Uruguay–Italy Chamber of Commerce, and the Italian Embassy.

The presentation was led by Dr. Alessia Pasotti, Head of Wine Tourism at Masi Agricola, a renowned winery located in the Veneto region of Italy. The session offered valuable insights into how to design a professional wine tourism strategy that blends experience, territorial identity, and business vision.

At Tinta, we’ve summarised and expanded on the key ideas shared during the presentation. Below are the strategic pillars that can inspire and be adapted to the context of wineries in Uruguay and Latin America.what’s possible to your context. It’s not about copying models—it’s about being inspired to create authentic, sustainable proposals aligned with your place's identity.

Audience Segmentation

An effective wine tourism strategy starts with a clear definition of the target audience. Masi Agricola develops tailored offerings for different profiles:

Individuals: couples, families, or solo travellers seeking personal and intimate experiences.
Large groups: organised tours that require structured logistics and planning.
MICE: corporate tourism (Meetings, Incentives, Conferences, Exhibitions) with a focus on functionality, punctuality, and professionalism.
Weddings: for both locals and international clients—a high-value emotional and economic segment that demands coordination with multiple stakeholders.

💡 Clearly identifying your visitor profile helps design more relevant experiences and communicate more effectively.

B2B Promotion

Working with tour operators and businesses is essential to ensure a steady flow of visitors. Masi implements several strategies to position itself as an attractive destination:

Active relationships with tour operators and agencies: direct contact, tailored proposals, and trust-building.
Fam trips: curated visits for agents and decision-makers to experience the offer firsthand.
Newsletters for operators: regular updates with news, events, and promotional materials.
Participation in trade shows and events: not only in wine but also in tourism, weddings, and corporate sectors.
Corporate offerings: team-building activities, business meetings, and loyalty experiences.

B2C Promotion

In parallel, their consumer-facing strategy aims to attract, engage, and retain visitors:

Wine tours, tastings, and gift cards: varied and accessible offers for all levels of wine knowledge.
Combined experiences: like bike or horseback rides, countryside stays, or local food pairings.
Themed events: harvest celebrations, outdoor dinners, wine yoga, or trekking with tastings.
CRM and newsletters: key tools to maintain the relationship after the visit. For Masi, email is their second most effective channel—surpassed only by word of mouth.

💡 The goal isn’t just to receive visitors, but to create memorable experiences they’ll want to return to and recommend.

Local Collaborations

A strong wine tourism offering is built through partnerships. Masi strengthens its experiences by engaging with local networks:

Hotels, restaurants, and tourism services: cross-promotional agreements and bundled packages.
Staff training for hotels: so they can personally experience and recommend visits with confidence.
Tailored promotional materials: designed for each partner’s audience and needs.

💡 A winery can become a driver of local tourism when it proactively connects with its surroundings.

Communication and Media

Building a tourism brand also requires an integrated communications strategy:

Traditional media: magazines, guidebooks, and local/national press.
Press tours and media partnerships: inviting journalists and influencers to create authentic content.
Digital presence: an up-to-date website with a booking engine and SEO optimisation; active social media; collaborations with content creators.
High-quality visual materials: from brochures and signage to personalised items that reinforce brand identity.

Continuous Improvement

Every strategy requires evaluation and refinement. Masi integrates tools and processes to learn from every action:

Data analysis from the booking engine, social media, and CRM: Who visits? From where? Which channel brought the most bookings?
Visitor feedback: surveys, spontaneous comments, direct observation.
Constant review of schedules, prices, offerings, and messaging based on performance.

💡 What isn’t measured can’t be improved. And what is improved becomes a competitive advantage.

Practical Ideas That Can Be Applied Anywhere

Some simple yet effective ideas shared during the conference:

Offer tours in multiple languages to broaden your reach.
Ask if anyone doesn’t drink alcohol and offer grape juice as an alternative.
Include options for children: colouring books, games, or adapted spaces.
Encourage data collection with incentives (e.g., 10% discount for leaving an email).
Create loyalty programmes with real, tangible benefits.

In Summary

Masi Agricola’s experience shows that wine tourism is much more than guided visits—it’s a strategic tool to strengthen brand positioning, diversify income, and deepen the connection with place.

That said, every project starts from a different reality. Before designing a strategic plan, it’s essential to make a proper assessment—considering the territory’s context, available resources, team, the current stage of development, and clear goals.

Masi is a company with over 250 years of history. Attempting to replicate what they do today without acknowledging that journey would be unrealistic.

If you're just getting started, build your path step by step: prioritise, learn, and adapt what’s possible to your context. It’s not about copying models—it’s about being inspired to create authentic, sustainable proposals aligned with your place's identity.