Uncorking Rural Potential: Wine Tourism and Local Development in Nemea, Greece

This study investigates the economic role of wine tourism in Nemea, Greece, a prominent Protected Designation of Origin (PDO) wine-producing region. Employing a mixed-methods approach, the research combines interviews with local stakeholders and a structured post-wine-tasting visitor survey to assess wine tourism’s contribution to local development. A two-step multivariate analysis, incorporating Multiple Correspondence Analysis and Hierarchical Cluster Analysis, reveals five distinct visitor profiles differing in spending behaviour, familiarity with the destination, and engagement patterns. While high-spending visitors support winery revenues, their limited local integration reduces their broader developmental impact. Conversely, younger and repeat domestic visitors offer more dispersed economic benefits through overnight stays, gastronomy, and cultural participation. In addition, local stakeholders highlight the region’s viticultural identity and growing tourism interest as strengths but also note persistent weaknesses such as inadequate infrastructure, limited coordination, and underdeveloped visitor services. The study concludes that visitor segmentation offers actionable insights for enhancing wine tourism’s developmental role. Targeted strategies tailored to specific visitor types are essential for improving integration with the local economy. These findings contribute to ongoing discussions on how wine tourism can act as a lever for inclusive, sustainable rural development in traditional wine regions.