Fostering Sustainable Wine Tourism Through Collaboration of Grape Growers and Winemakers: Case of Ljutomer-Ormož Hills

Sustainable tourism endeavors to harmonize present and future economic, social, and environmental concerns while meeting the diverse needs of visitors, industry stakeholders, the environment, and host communities. This study delves into the pivotal role of collaboration between grape growers and winemakers in advancing sustainable wine tourism within the Ljutomer-Ormož Hills region. Emphasizing horizontal integration within the sector, this research probes the perspectives and attitudes of various stakeholders concerning collaboration and their views on wine tourism. The findings underscore stakeholders' recognition of the importance of collaboration, as it holds the potential to drive increased visitor numbers, reduced operational costs, and the creation of innovative tourism offerings. Grape growers and winemakers demonstrate a strong inclination to engage in wine tourism activities, placing significant importance on holistic visitor experiences, which encompass gastronomy, accommodations, and cultural engagement. The study spotlights ongoing endeavors, such as the collective trademark "Jeruzalem Slovenia," while briefly addressing the influence of climate change on wine tourism, underscoring the imperative of adapting to evolving weather patterns and their implications for viticulture. To thrive as a wine tourism destination, the Ljutomer-Ormož Hills region should prioritize bolstering collaboration efforts and offering a diverse, locally rooted tourism experience.