The Untapped Potential : A descriptive study of Sweden as an emerging wine tourism destination

Abstract: Tourism is considered as an economic force in modern society, not only is it asource of revenue, but also a means of connecting cultures and traditions withpeople from all over the world. Wine tourism especially is a form of tourismthat brings visitors to vineyards to experience the authentic taste of a region.Sweden as the youngest wine country that is still being discovered and thereare untapped potentials to be fully realized. Being involved in the wineindustry in Sweden means a direct relationship between the winemakers andSystembolaget as the main body that is responsible for sales of alcohol.Therefore, the major source of income for winemakers, called direct sales(sale at the cellar), is not a viable option for the Swedish winemaker. Whatchallenges these winemakers face and what opportunities lies within theemerging industry, that is wine tourism in Sweden, is the motivation behindthis project.