Wine Tourism in Israel: Preferences of Potential Wine Tourists

During the last decade, many wineries were established in Israel and wine tourism is growing in the country. There are over 300 wineries in Israel, but many of them are small. With the increased wine involvement and consumption, wineries becoming more experiential and have created a demand for wine activities, such as winery visits and wine tasting. Studies show that visitors are also looking for experiences in which they can explore and enjoy nature, purchase local products, enjoy special food of the region, and experience agritourism. The purpose of this chapter is to explore the preferences of potential wine tourists in Israel, during the last two decades, in terms of the preferred activities to be joined with winery visits. A recent study is focused on the south of the country, an emerging wine region in Israel.