Future avenues for development in forecasting wine tourism

Purpose The purpose of this paper is to analyse the developments in forecasting wine tourism. Design/methodology/approach The study applies a systematic review of the literature between 2020 and 2024. Findings The findings confirm unbalanced development where most publications are related to either forecasting tourism or wine tourism, separately. However, there are multiple possibilities for combining both areas to have active research in forecasting wine tourism. Research limitations/implications Limitations are related with the potential selection of articles in the systematic review. The field of wine tourism needs to link well-established descriptive analysis of wine tourists with predictive analysis through forecasting approaches, such as AI and simulation. Practical implications The paper provides a framework to support further research in forecasting wine tourism, which can be critical information for wineries’ managers when they plan capacity and determine business investments related to wine tourism. Forecasting is a vibrant field with also many interesting insights in methodologies and data for academic researchers. Originality/value The paper contributes to the body of knowledge of wine tourism in an area where there is limited research.