Wine producers initially saw tourism as a way to increase brand visibility however it has also become a means to increase wine sales as boutique wineries record up to 50 percent of income from this source, and the direct sales of larger wineries have also surged. For the growing numbers of domestic and foreign tourists, wineries have begun to hire dedicated staffs, hold special musical and arts events, and build restaurants and small hotels on the premises. In 2006 alone, wine tourism in Argentina increased by 45 percent. ![]() According to a 2006 study, approximately 1,004,810 tourists travel along the wine route annually. Since the Argentine economic crisis in 2002, the devaluation of the peso has made it possible for many budgeting international tourists to enjoy levels of comfort such as fine hotels, upscale restaurants, and other luxuries otherwise unthinkable in other world wine centers.
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