Abstract
This paper outlines the development of wine tourism in the Ningxia wine region, primarily from the perspective of key wine stakeholders. Based on field observation and semi-structured in-depth interviews with 24 winery managers and owners, and 2 government officials in the region, it reveals that wine tourism development provides an opportunity to build a unique regional brand focused on high quality wine, to build brand loyalty with domestic and international visitors, and to provide a distribution channel for the wineries to enhance sales directly. To date, however, wine tourism in the region remains under-developed, and there is scepticism about the value of the activities, when other challenges are considered.
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