Drivers of Sustainability Strategies in Spain’s Wine Tourism Industry

Abstract

Confusion about what constitutes sustainability and the lack of incentives are two major factors interfering with the expansion of sustainability efforts in Spain’s wine tourism industry, according to a survey of forty-nine wine practitioners at forty-six small- and medium-size Spanish wineries. The study identified the following four overall strategies: (1) reducing waste and toxicity, (2) highlighting sustainability in products and regulations, (3) sustainability in energy consumption, and (4) developing new sustainability-related business opportunities. The fact that these strategies are heavily weighted toward production may be a function of the nascent state of Spain’s wine tourism but also because the structured interviews were more heavily weighted toward production issues. On balance, the study indicates that more education about sustainability, both for producers and tourists, should be paired with economic incentives to encourage greater sustainability in Spain’s wine tourism industry.