Family-friendly wine tourism? A debate with evidence from three Portuguese wine routes

Although wine tourism is predominantly described as an activity practised by middle-aged adults who travel without children to experience, learn about and buy wines, it has been considered to attract unexpected markets, such as families with children, mainly in rural destinations where wine and grape production occur in a particular natural, cultural and social context. However, research on families with children undertaking wine tourism is scarce and little is known about the features and heterogeneity of this market. This study analyses, through a survey research, visitors travelling as a family with children on three Portuguese wine routes (n=370), regarding general profile, travel motivation, attractions visited, satisfaction and loyalty. Results suggest two profiles of family visitors to Central Portugal wine routes: those focused on wine-related attractions and activities and those more interested in having fun and socialising in a wine region, enjoying its landscapes, culture and rural life. In our sample, the first group is almost totally composed of domestic visitors, accompanied mainly by children under 10 years. The second group includes some international visitors, and a higher presence of ‘older’ children and adolescents. Family visitors focused on wine attractions tend to indicate more suggestions for route improvement, primarily related to the availability of varied wine tourism experiences, including child-friendly activities.