Geospatial methodologies for wine tourism planning: Unlocking rural development in Šumadija

Jovanović, Radmila and Manić, Emilija and Stojanović, Žaklina (2026) Geospatial methodologies for wine tourism planning: Unlocking rural development in Šumadija. In: VI International Scientific Conference "Sustainable agriculture and rural development". Institute of Agricultural Economics, Belgrade, pp. 613-622. ISBN 978-86-6269-150-7

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Abstract

Wine tourism is one of the leading tourism products within rural regions, combining viticulture, gastronomy, cultural heritage, and scenic landscapes. At the same time, it has been seen as one of the strongest instruments in rural economy diversification. The article examines the potential of wine tourism in the Šumadija wine-growing region of central Serbia, utilizing a GIS-based methodology that leverages open geospatial data. Factors considered include tourist attractions, lodging options, dining service availability, and establishments related to wineries, all of which have been evaluated and integrated to produce the Wine Tourism Potential Index (WTPI). The results showed an uneven spatial distribution regarding wine tourism potential, with the highest values occurring within and around main urban centers and renowned vineyard areas, namely Kragujevac, Oplenac, Topola, and Aranđelovac. However, all these areas are still in the early stages of the wine tourism life cycle, offering limited organized wine tourism experiences to visitors. The results contribute to the foundation of strategic sustainable planning and development of wine tourism in Šumadija, with an emphasis on the development of structured tourism products, enhancement of visitor experiences, and coordination in promotional efforts. Apart from presenting substantial grounds for developingwine tourism based on WTPI calculations, the paper highlights wine tourism as an opportunity for revitalizing rural areas, promoting economic diversification, and enhancing territorial cohesion. An understanding of the role of geospatial analyses and open data in supporting sustainable tourism planning has practical relevance for policymakers, tourism developers, and those in local communities with a vested interest in wine tourism as an engine of rural development.

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