Wine Law

sales location to its undertaking. From that moment on, the growth was visible, with such additions as tasting experiences or organszed guided tours. The wine tourism opportunity was evident, and soon followed new developments – restaurants, museums, hotels, spas, among others –, until the company itself was turn into an experience, which, in turn, could be part of something greater – a route, for example. International organisations and national tourism administrations took note of this phenomenon. The “experience” then stopped being limited to a simple tour, with the introduction of Harvest festivals, music festivals associated with the wine routes, car races, artistic expressions and a long list of activities, as well as associated products. Wine tourism is currently a worldwide phenomenon, with the Napa Valley – one of the world’s premier wine regions and famous for its prized Cabernet Sauvignon –, for instance, being the second largest tourist destination in California after Disney. Moreover, the World Tourism Organization has been systematically holding international conferences promoting wine tourism, with the second edition happening in Mendoza, Argentina, in 2017. Through these conferences, it has been clearly shown how some countries focus on wine only as a product, which may or may not be associated with the gastronomic offer, while others give it the treatment of a market segment, but all consider it as a key element of their tourist offer. Argentina has more than 250 wineries open for tourism, employing, in 2017, thousands of people in around 900 wine-related professions. How do tourists get to the wineries? 30% through internet searches, 30% through travel agencies, 20% through social networks and 20% through direct referrals. The 2010 Argentine Ministry of Tourism, in line with the definition of Decree 1800 of the then-president Cristina F. de Kirchner that promoted wine as a national drink, decided to collaborate with the development and promotion of the 2014/2020 Marketing Plan, a project by