THE Argentine tourist board has launched a new map of its Ruta del Vino, or Wine Trail, to take advantage of the UK’s growing interest in wine tourism.
Argentina’s new National Institute for Tourism Promotion sees its vineyards, or bodegas, as an integral part of its tourism brand development and has identified the UK as a key market for boosting visitor numbers to the country.
Argentina’s tourism secretary Carlos Meyer said: “The map is the first step between wine and tourism, which is a growing sector. We want to create more awareness so clients will ask agents and operators for packages that include the wine trail.”
The Mendoza region of Argentina and the valleys beyond Santiago in Chile, such as the Colchagua Valley, are the most developed wine tourism areas in Latin America. Operators including Audley Travel, Travel 4, Bales Worldwide, Sunvil Latin America, Abercrombie and Kent, Arblaster and Clarke and Cox and Kings all offer tours to these destinations that are either specifically wine focused or include a vineyard visit.
The Argentine Ruta del Vino goes through the Andes, taking in vineyards from Salta in the north to Patagonia in the south, and along the way there’s activities including watersports and hiking. Argentina’s best-known grape is Malbec, which has a strong, peppery taste.
Chile’s Colchagua and Maule valleys are the best-known wine-tourism areas, with the vineyards in each area joining together to create their own wine route. The main grape is Carmenere, which produces a similar taste to Merlot.
Arblaster and Clarke Latin America programme manager Cindy-Marie Harvey said the wine-tour specialist’s Chile and Argentina programme is the company’s long-haul best seller.
“Demand is growing as people are tasting more wines from Latin America,” she said. ”The tour takes in a spectacular journey over the Andes, and it’s often combined with visits to other areas, such as Patagonia or Easter Island.”
Operators advise it is best to book a tour for a client rather than have them travel independently. Both Harvey and Travel 4 Latin America product manager Andrea Robinson advise agents to book organised transport for clients. However, Journey Latin America said experienced travellers who speak Spanish could manage self-drive.
