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In this paper we present an investigation on the profile and motivations of wine tourists in the Sherry region of Spain whose wineries receive about 500,000 visitors annually. We present the results of a field study carried out within the wineries via a survey of tourists. The results are segmented between the Spanish, Germans and other European citizens to determine their motivations and perceptions. The main results of the research show that the tourists are highly satisfied with the winery visit, while highlighting the relationship between wine, local cuisine, and the growing interest of travelers in everything related to wine culture.