SWOT analysis of wine tourism in Srem

The importance of wine tourism is growing, both in the world and in our country. According to the number of registered wineries, the Srem wine-growing region is the largest in Serbia. Tourists traveling for wine tourism list wine tasting and introduction to the process of wine production, bottling and storage as their main motives. In addition to the above, wine lovers have the desire to spend quality time together in a natural environment. Marketing activities, which are undertaken for the promotion of wine tourism, are different. The promotion is performed by wineries, tourist organizations and travel agencies. In order to gain insight into the ways of promoting wine tourism in Srem, a short survey was conducted on two occasions, in 2013 and 2020. The survey was conducted in tourist organizations and tourist agencies, which operate in the territory of Srem. Potential tourists most often rely on the Internet, when choosing new destinations. Wine tourism research around the world has evolved from conceptual and case studies, to more comprehensive and extensive research (Carlsen & Charters, 2006). The aim of this paper is to present through SWOT analysis the strengths and opportunities that can contribute to the development of wine tourism in Srem, and on the other hand, identify weaknesses and threats. With the help of the TOWS matrix, strategies have been defined, the application of which could improve wine tourism in Srem.