Building skills for tomorrow’s wine tourism: the International Master on Wine Tourism Transitions and Innovations (WINTOUR)

Sanz-Ibáñez, Cinta and Mas Baron, Albert and Beltran Casellas, Gemma (2025) Building skills for tomorrow’s wine tourism: the International Master on Wine Tourism Transitions and Innovations (WINTOUR). ECOCYCLES, 11 (3). pp. 31-37. ISSN 2416-2140

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Abstract

The International Master on Wine Tourism Transitions and Innovations (WINTOUR) is the first master's degree with European academic certification in the field of wine tourism. The WINTOUR Master has been recognized as Erasmus Mundus since 2015 and has granted the EU support and recognition until 2029. The WINTOUR Master offers a truly integrated study programme that takes advantage of the know-how in Tourism and Oenology of the three universities and European regions: University Rovira i Virgili (Tarragona, Spain; Faculties of Oenology and Tourism and Geography), which acts as a Coordinator; University of Bordeaux (France, Institute des Sciences de la Vigne et du Vin) and University of Porto (Portugal, Faculties of Sciences, Arts and Economics). These universities are in highly attractive touristic areas, recognized with the label of UNESCO Human Heritage, and have a long tradition on wine, producing specialty wines such as sparkling, fortified, aged, red, and sweet. The WINTOUR Consortium also involves associated partners from the academic, private, and public sector, selected based on their excellence in the field of Wine Tourism, who participate in the running of the WINTOUR master and can host students during the different internships included in the training program. The academic programme is structured in 120 ECTS divided in two years and 4 semesters, in which students have mobility among the three universities (first semester in Tarragona, second in Bordeaux and third in Porto). The last semester of the master, students undertake an internship in one of the private or public organizations associated to the Consortium. The programme covers the absence of a new profession that requires multi-disciplinary and multi sectorial knowledge and training while increasing their understanding of winemaking and tourism management. So far, we have had 9 editions, with 221 Students (25/intake) from 53 nationalities. The graduates have had a very high degree of employability, with 70% finding a job in less than 6 months after finishing and 80% working in the private sector. 90% have higher work responsibilities after the completion of the master.

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