Purpose: The purpose of this paper is to investigate the different traits, characteristics and skills future professionals need to contemplate to address the demands of the competitive wine industry, more specifically, concerning the provision of wine tourism experiences. The insights within...

Purpose – The remarkable growth of wine tourism in recent decades has created opportunities for rural communities to diversify and stimulate development, and for travellers to enjoy an activity that brings together educational and gastronomic experiences. However, still today many areas around...