FN ISI Export Format VR 1.0 PT J TI Enhancement of experience-oriented wine tourism in Switzerland AF Mahmud, Hadzher AU Mahmud, H AB Wine Tours Switzerland is one of the main service providers for wine activities in Grisons. In recent years, wine tourism has become one of the most promising segments in tourism. In many countries, wine tourism has already been successfully implemented and attracts numerous visitors to the wine-growing regions. However, in Switzerland wine tourism has not reached its full potential. This bachelor thesis explores new trends, evaluates innovative ideas, concepts, and collaborations to enhance experience-oriented wine tourism offers in Switzerland and contribute to regional development. It gives an insight into the demand and supply side. The supply side is represented by expert interviews with winemakers, destination organisations, and tour operators. The demand side is represented by different personas that have been created and interviewed. The results of these analyses including literature research are then used to identify trends and make recommendations for further development. ER