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EnglishWine tourism is growing in Brazil, already strengthened in the South, but also in structuring in the northeast. The Sao Francisco Valley, located in the semi‑arid northeast, was improved by projects and investments in research and technology. It’s attracting national and international wineries experiencing unusual growth in cities in the northeast, which was marked by drought and low human development index. By focusing on wine production, government and business are structured to the wine tourism. This study analyzes the performance of social actors involved in the wine tourism. To achieve this, it used the science literature, qualitative research through content analysis and visits to wineries, in order to ask the principals agents involved in the activity. Therefore, the wine tourism is perceived as a strategy to develop the destinations and also marketing opportunity to strengthen the image of the brand wine. Then, that can integrate micro‑regions where you can take advantage of gastronomy combined with wine, promoting combined attraction. It must be understood as an element of coordination and integration between the rural and the society. The results of this analysis will demonstrate some theoretical considerations and practical implications for the wine industry and tourism. portuguesO enoturismo e uma modalidade em crescimento no Brasil, ja fortalecido na regiao sul, no entanto ainda em estruturacao no nordeste. O Vale do Sao Francisco, situado no semiarido nordestino, foi impulsionado por projetos e investimentos em pesquisa e tecnologia, atraindo vinicolas nacionais e internacionais que vivenciam crescimento pouco comum em cidades do sertao nordestino, marcadas pela seca e baixo indice de desenvolvimento humano. Ao apostar na producao de vinho, governo e empresarios se estruturam para enoturismo. Este estudo analisa a atuacao dos diversos atores sociais envolvidos com enoturismo. Para a concretizacao desta proposta, recorreu‑se ao levantamento bibliografico, pesquisa qualitativa por meio da analise de conteudo e visitas aos municipios e vinicolas, com o intuito de interpelar os principais envolvidos na atividade. Portanto, o enoturismo e percebido como estrategia para desenvolver as destinacoes e tambem oportunidade de marketing para fortalecer a imagem do vinho. Ressalta‑se que pode integrar microrregioes, onde e possivel aproveitar produto‑base, gastronomia aliados ao vinho, promovendo atracao conjugada. Deve ser compreendido como elemento de articulacao e integracao entre o meio rural e o conjunto da sociedade. Os resultados dessa analise irao trazer algumas consideracoes teoricas e implicacoes praticas para a vitivinicultura e o turismo.

Enoturismo: possibilidades e desafios para o desenvolvimento regional do turismo na região vinícola do Vale do São Francisco ‑ Nordeste brasileiro