Mendoza strengthens wine tourism through EMETUR and Bodegas de Argentina agreement

The Mendoza Tourism Board (EMETUR) and Bodegas de Argentina have signed a framework agreement to strengthen the analysis of wine tourism in the Mendoza province. The initiative is technically driven by EMETUR’s Observatory for Sustainable Tourism (OpTS).

The agreement establishes a mechanism for the monthly collection and processing of data from local wineries. Key indicators to be tracked include visitor numbers, visitor profiles and origins, average spending, and the operational capacity of wineries.

According to Gabriela Testa, president of EMETUR, the collaboration aims to use evidence-based decision-making to anticipate trends and design more efficient promotion policies. Patricia Freuler de Ortiz, president of Bodegas de Argentina, noted that rigorous analytics will provide wineries with the predictability needed to plan investments and services.