Wine Tourism in Mendoza, Argentina: A Proposal for the Marketing of “Wine Heritage Trails” in the Malbec Landscape

Emiliano C. Villanueva and Liliana Girini

In recent times wine tourism has become important in Mendoza, Argentina. Current wine tourism strategies in Mendoza do not incorporate the landscape heritage dimension. The paper argues that new and heritage focus wine tourism strategies should be implemented in order to enrich the understanding of wine culture and promote the development of wine tourism in the Malbec region. In order to achieve so, the paper explores the heritage in the three wine areas of the province of Mendoza, Argentina, and proposes seven specific “Wine Heritage Trails” for the Malbec region. These trails represent distinctive historical assets and landscapes, emphasize a heritage perspective, and articulate a credible argument that reveals to the visitor the complex web of relationships and the meanings that originated them.