Christian Burgos, CEO of Inner Group and founder of ProWine, talks about the relevance of wine tourism on all continents

For Christian Burgos, CEO of Inner Group and founder of ProWine—the largest wine fair in the Americas—it all began in a somewhat personal and unexpected way. "It all started with a love story. My ex-wife went to the United States for her MBA and started to enjoy wine. When we met here in Brazil, I liked whiskey, but we want to please, right? I started to understand wine a little, and that's where the ball started." He explains that twenty years ago, he launched Revista Adega and, from there, began a series of guides that have steadily grown: the first Brazilian wine guide in 2010, one for South America in 2011, then one for Portugal in 2020, and one for Spain in 2021.

He explains that "we taste a little over 4,500 wines a year," with a team of three tasters. The goal, according to Burgos, is to grow steadily: in Brazil, to 1,000 wines; in South America, around 4,200; in Spain, around 500 next year.

The geographical scope of wine tourism

Burgos reflects on how wine tourism is already present "everywhere"—except Antarctica and the Caribbean, as he jokes—with wine production and sales spread across the globe. He points out that Brazilians tend to visit Argentina and Chile soon after visiting Vale dos Vinhedos, and that Uruguay "is booming in wine tourism."

Regarding the United States, he states: “California is number 1 in the United States” in terms of infrastructure, citing regions such as Sonoma, Napa, Oregon, Texas, and even New York, in an emerging way.

Regarding Central America and Mexico, he notes that "Mexico is starting a growing quality wine industry; it's a Disney-like infrastructure, as we say, everything is prepared to welcome people. And the gastronomy, great restaurants and everything." He comments that, in the Caribbean, there's no production targeted at wine tourism, although there is consumption. Burgos' observation is that "when you start hearing about it: gastronomy, beautiful hotels, nearby wineries, welcoming people for tastings and visits, it explodes."

South America in transformation

Regarding Bolivia, Burgos shares that the country "began to emerge" in Brazil about two years ago, with projects "still small." He mentions the Jardines Ocultos winery, where vines "climb the trees" and visitors participate in the harvest and winemaking. He notes that it's possible to get there, but the infrastructure to welcome people at a "full tourist level"—that is, hotels, restaurants, and reception facilities—is not yet in place. For him, this is the "hub" to be explored.

In Brazil and other South American countries, the challenge, according to him, is to build tourism reception to transform wineries and regions into complete experiences.

Africa, Australia, New Zealand: destinations experienced

When the focus turns to Africa, Burgos explains that the continent is experiencing growing wine consumption. He cites the example of Angola, where, as the market develops, higher-income consumers are investing in wine estates. Although initiatives are underway in other countries, he emphasizes that high-quality wine production is concentrated primarily in South Africa. The tourist experience there, according to Burgos, goes far beyond tastings: "There are wineries with large collections of modern and indigenous art, as well as excellent cuisine and cheeses."

In Australia and New Zealand, he says both are "hyperstructured" for wine tourism. In New Zealand, family-owned wineries stand out for varieties like Sauvignon Blanc and Pinot Noir. In Australia, he cites Shiraz and other classic grapes. For Burgos, these regions are "incredible" for those looking to combine landscape, winery, and experience.

Europe: tradition and reinvention

Burgos points out that Europe is "the cradle of wine culture" and that the map of the vine and olive tree coincides with the expansion of the Roman Empire, a connection he considers symbolic. He states that, from Greece to Italy, Spain and Portugal, Croatia, Hungary, and even Ukraine, "the whole of Europe is a territory to be explored not only for tasting, but also for visiting."

When asked about the "new" in European wine tourism, he says that "these wineries are reinventing themselves. There's a huge increase in the cultivation of white grapes and sparkling wines all the time, due to the climate becoming more extreme." He explains that ancient castles and traditional wineries are being transformed by luxury, modern comfort, and tourism. He cites the example of "an ancient village with a castle," which is completely transformed, connecting "history with luxury."

The diversity of terroirs and grapes around the world

Burgos argues that there is no such thing as "the best grape in the world"—"each grape in its place." He explains that, in Chile or Napa Valley, Cabernet Sauvignon dominates; in Australia, Shiraz; in New Zealand, first Sauvignon Blanc and then Pinot Noir; in South Africa, Chenin Blanc and also Cabernet; and, in the Mediterranean, blends like GSM (Grenache, Syrah, Mourvèdre). What matters, he says, is "the diversity you find in the wine, the location, because each place has to have its own expression in the end."

The global wine tourism scenario

According to market analyses, the wine tourism sector is expanding. To cite recent data, a Grand View Research report estimated the global wine tourism market at US$46.47 billion in 2023 and is projected to reach US$106.74 billion by 2030, with a compound annual growth rate (CAGR) of 12.9%. For Latin America, the same report estimates approximately US$3,392.3 million in 2023 and growth of 12.9% by 2030.

These numbers reinforce Burgos's point that wine tourism is more than a hobby: it's a global economy that encompasses infrastructure, experience, landscape, flavor, and culture.

Report and photo: Mary de Aquino.