About

Summary

Acorn Tourism conducted a comprehensive market research study to evaluate the potential of wine tourism in Bolivia, with a focus on the Tarija region. The findings informed the development of the Wines of Bolivia brand and proposed a marketing strategy to position Bolivia as an emerging wine tourism destination. The project aimed to foster collaboration between wineries, inbound tour operators, and regional tourism boards to strengthen Bolivia’s international appeal.

 

Our Approach

To assess Bolivia’s wine tourism potential, Acorn Tourism conducted a detailed market analysis, engaging with stakeholders such as CBI experts, Bolivian wineries, and the Tarija regional tourist board. Interviews with tour operators in Europe and North America helped gauge international interest in Bolivian wine tourism. Insights were also gathered from online forums and social media to understand travellers' perceptions of Tarija. The research identified potential domestic and international markets, including middle-class Bolivians, neighbouring Latin American countries, and affluent wine tourists from the USA and Europe. Recommendations focused on improving winery facilities, enhancing visitor experiences, and diversifying tourism activities with options like cycling, hiking, and culinary tours. A marketing strategy was proposed to promote Bolivia as a wine destination, raise awareness of its wine production, and foster collaboration between wineries and tourism boards to optimise resources and marketing effectiveness.

 

Outcome

The project provided actionable recommendations to position Bolivia as a wine tourism destination:

• Brand Development: Supported the launch of the Wines of Bolivia brand, showcasing Bolivian wines as unique and authentic.
• Collaborative Marketing: Emphasised the importance of partnerships between wineries, tour operators, and regional DMOs to create wine routes and joint promotions.
• International Appeal: Positioned Bolivia as an emerging destination for wine enthusiasts, leveraging its distinctive wines and scenic Tarija region.
• Tourism Diversification: Highlighted opportunities to combine wine tourism with cultural and outdoor experiences to attract diverse traveller segments.

The findings laid the foundation for Tarija to become a recognised wine tourism destination, aligning Bolivia’s tourism offerings with global trends.