Estudio de caso del enoturismo y producción vitivinícola en Canelones

The main goal of this thesis is to generate knowledge about the winemaking activity in the department of Canelones, Uruguay, and the influence of wine tourism on said activity. The research focuses on understanding how wine production and wine tourism activities are interrelated, and how these dynamics can contribute to the economic and social development of the territory. Through a combination of surveys of local wineries and data analysis from secondary sources, patterns, challenges and opportunities in wine production and win tourism were identified. The wineries in Canelones are strongly linked to traditional family businesses, many of which come from European immigrants, mainly Italian, Spanish and French, who found favourable conditions for growing vineyards in this region. Wine production is diverse, including table wines, fine wines, sparkling and liqueur wines, and its marketing is carried out both locally and internationally. Wine tourism has emerged as a key tool for income diversification and brand promotion. Nevertheless, despite the potential of wine tourism, wineries face significant challenges such as the lack of adequate infrastructure, the need for trained staff, and better promotion and communication. Recommendations to promote wine tourism in Canelones include investing in infrastructure, training staff, developing effective marketing strategies, promoting strategic alliances and diversifying the wine tourism offer.