Mendoza is the main province of Argentina in terms of both wine production and wine tourism. While more than one million wine tourists visit Mendoza every year, little is known about the characteristics of these tourists. The aims of this study are to describe the profiles of wine tourists in Mendoza and to analyse the variables influencing their spending. This is, to our knowledge, the first study addressing any of these aims in Argentina. We conducted 427 surveys to wine tourists in the main wine regions of Mendoza. The descriptive analysis of the survey results allows us to derive recommendations for both the private and the public sector. We also used this survey to perform a statistical analysis of the variables influencing spending in wine tourism, which allows us to recommend promotional strategies and marketing efforts that may have a higher return.
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