WINE TOURISM IN ARGENTINA

&

Mendoza as a model of reference

PRODUCT EVOLUTION

2004 2005 2006 2007 2008 2009 2010

2012/ 2013

2011

• 2006-2010: Enotourism Consolidation Global Plan

• 2011: Culinary Tourism Marketing Plan

• 2010-2012: Wine Tourism National Brand

• 2013: Enoturism Marketing Plan

WINE

Consolidated product

New perspective

WINE TOURISM

FOOD

CULINARY TOURISM

+ Specialized demand

+ Offer diversity

+ Targeted promotional activities

THE COUNTRY BRAND

BRAND PERSONALITY:

•DIVERSITY (regions, routes, wineries,

wine styles, people)

• EXPERIENCE (landscapes + people,

memorable moments)

• AUTHENTICITY (natural, emotive, wine

history, wine passion)

IDENTITY & MEANINGS:

•Organic shape / colors

• embracement

• character

• passion

• wine spirit

• warmth of the people

• magical landscapes

• the Andes

• wine regions

DIVERSITY IN FLAVOURS & EXPERIENCES

Sophisticated European

palate & native strength

A MOSAIC OF

FLAVOURS

- Fertile territory

- Varied climates &

ecosystems

- Dreamy locations

linked to a flavour.

- Influenced by

different cultures

(wine + gastronomy)

THE WORLD’S 5TH

LARGEST FOOD AND

WINE PRODUCER

WINE REGIONS: SALTA, CATAMARCA, LA RIOJA, SAN JUAN, MENDOZA,

CORDOBA, NEUQUEN, RIO NEGRO + EMERGING AREAS

WINE CULTURE:

- Viticultural

identity

- Mix of new & old

world

- Producer,

consumer and

export wine

country

MENDOZA

- Visitor centers

- Museums

- Restaurants

-Boutique hotels

- Spas

- Complementary

areas (golf, polo)

- Mza

International

Airport + San

Rafael airport (143 flights per week,

861432 passsangers in 2012)

-Hotels:

-835 accomodations, 32554 beds,

WINE TOURISM INFRAESTRUCTURE

MENDOZA

-From a total of

934 wineries 130

are opened for

tourism (near

14%)

- + 233% growth

(2006-2011)

- Mendoza is

pioneer in Wine

Tourism Quality

Managment (+ 40

wineries in 2011)

WINE TOURISM EVOLUTION

117

152

163 160 167

184

0

20

40

60

80

100

120

140

160

180

200

2006 2007 2008 2009 2010 2011

Wineries open for tourism in Argentina 2006-2011

70,65%

In

Mendoza 39 60

80 96

106 104 108

130

0

20

40

60

80

100

120

140

2002 2004 2006 2008 2010 2012

MENDOZA:

-Wine visitors are

mear 8% of the

total arrivals at

the province:

65% local

35% international

(15,14% Chileans,

19,34% rest of the

world)

WINE TOURISM EVOLUTION

71%

Demand

in

Mendoza

2004 2005 2006 2007 2008 2009 2010 2011 2012

422896

488811

609757

923290

1023581

903091

1091664

1171419

1340000 Wine tourism visitors - Argentina

+49%

general tourism

2009-2012

+316%

WINE +

- Gastronomy

- Art

- Wellness

- Adventure (route

40, horses, bikes,

rally)

- Nature (dreamy

locations)

- Architecture

- Lifestyle (polo,

golf)

- History,

archeology &

paleontology

-

ENOTOURS / WINE EXPERIENCE

Much more than a winery tour

THE UCO VALLEY

AND SOUTH

CASE:

- Wineries with

huge investments

and

multifunctional

projets

Examples:

-Casa Antucura - Salentein

- Atamisque -Clos de los Siete

-The Vines of Mendoza

- O’Fournier - Algodon

MENDOZA MICROREGIONS

BIG EVENTS:

- Grape Harvest

National Festival

(2nd

best harvest

fest in the world

by National

Geographic)

- World Best

Sommelier 2016 in

Mendoza (MWD)

MENDOZA EXPOSURE

THE OLIVE OIL

ROUTE:

- Interactive

experiences:

Tastings, olive oil harvest, make your own

olive oil, cooking classes

- Examples in

Mendoza:

-Finca Las Marujitas - Familia Zuccardi

-Tapiz - Verolio

- New routes in

other provinces

(cheese, empanadas, yerba mate)

NEW CULINARY ROUTES

THE YERBA MATE

ROUTE:

- National non

alcoholic

beverage (98%

homes)

- From 2008

-12 microcircuits

(Corrientes & Misiones)

- 180 route

members

- Activities and

special programs

in the

“yerbateras” and

related places

- 200.000 annual

visitors NEW CULINARY ROUTES

FINAL COMMENTS

-Argentina = positive moment / food & wine product development

- Wine = symbol of the country brand (full identity).

- Mendoza captivates international investments and visitor

arrivals.

- Mendoza = pioneer in the wine / tourism industry tourism.

- Mendoza = a model to emulate (other wine regions and new

culinary routes in/out of Mendoza).

- New challenges:

- Improving the creativity on the visitor experience

-Working better in different targeted proposals.

contact INFORMATION

CARINA VALICATI

Gourmet Coordinator

cvalicati@argentina.travel

INPROTUR

www.argentina.travel