In 2016, Italian production of wine exceeded 51 million hectolitres and among the twenty regions, the region with the most production by volume (millions of hectolitres) was the Veneto region, north-east of Italy, with almost 11 million. In particular, the success of Prosecco at the global level is the most important driving factor at both the economic and productivity levels. The worldwide success of Prosecco wine entails a remarkable change in both the local and regional configuration of agrarian landscapes. Traditional winegrowing swiftly changed into an intensive monoculture with remarkable investments and the spread of new viticulture entrepreneurships. The discussion proposed here intends to investigate the process of heritage construction or ‘heritagisation’, UNESCO candidacy, as an important issue for rural tourism promotion in the context of a productive winescape. We concentrated our analysis on the DOCG area, a complex space where several forces need to coexist; the productive drive of growing requests (global and local) of Prosecco, as well as rural representation based on local habits and a concrete hilly landscape. Rural tourism is clearly an important sector in terms of revenue and employment, especially for local communities, and it can help to ensure economic stability; however, doing so in a way that benefits the area and the landscape is not so straightforward. There are potential problems in facilitating increased urbanization, such as the standardization of landscape and damage to the area if plans are mismanaged. In the case of best practices, a desirable model of tourism can be tapped into while helping rural regions take advantage of more sustainable tourism development and landscape management.
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