| Summary: | Wine tourism is growing in Brazil, already strengthened in the South, but also in structuring in the northeast. The São 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.
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