Developing wine trails as rural tourism destinations: A comparative study of wine trails in Italy and the United Kingdom with an empirical focus on the County of Kent

This study examines the formation, regulation and promotion of wine trails in Italy and the United Kingdom, placing them within the broader context of rural tourism development and regional heritage enhancement. Addressing the limited guidance available for establishing wine routes in the UK, the research pursues three objectives: (1) to analyse the historical, cultural and legal foundations of Strada del Vino through a detailed case study of the UNESCO-listed Prosecco Hills; (2) to investigate the development of rural tourism in the United Kingdom, evaluating post-Brexit policy frameworks and emerging significance of wine tourism, explored through a case study of the County of Kent and the heritage city of Canterbury; (3) to evaluate tourist demand via an empirical survey measuring visitor’s willingness to pay for winery-based experiences as part of regional tourism itineraries. A mixed-methods approach is employed, combining qualitative documentary analysis, policy review and secondary data with a quantitative visitor survey. The comparative findings reveal a pronounced developmental contrast: the Prosecco Hills represent a mature, institutionally coordinated wine-route model grounded in strong territorial branding, regulatory structures and landscape identity, whereas Kent’s wine tourism sector remains fragmented, informal and emergent – yet characterised by substantial growth potential. The survey findings indicate significant interest, economic viability and experiential motivation for integrated wine-heritage products in Kent. In response, the study advances a conceptual framework for establishing a dedicated wine trail in Kent, demonstrating a potential for viticulture, cultural heritage and rural tourism to be strategically aligned into a coherent, competitive and sustainable tourism product. This framework offers practical insides for policy makers, destination planners and regional stakeholders seeking to design and implement wine tourism initiatives within the UK context.