Managing Winery Tourism Across Diverse Terroirs: A Case Study of Yunnan’s High‑Altitude Vineyards

This paper studies the management of winery tourism amid diverse terroirs at Yunnan’s high-altitude wine-producing regions, especially the mountain vineyards of Shangri-la in southwestern China. These areas host a montage of extreme elevations, fragile ecosystems, and rich ethnic cultural heritage for wine tourism development stages. As part of an effort to fulfil qualitative research, a descriptive analysis fitting in with structured interviews was addressed to main agents, who in turn assisted in field-test identification of examples of terroir-based branding practices, practices enabling cultural integration and territorial-experience. Of interest is the suggestion that similarly, much-needed infrastructure, the availability of labour, environmental fragility, or a lack of policy implementation needs should be accommodated by several potential benefits from eco-cultural tourism, and cooperation at the regional level for promoting sustainable development, fostered ultimately by climate-resilient adaptations. The paper concludes with suggestions to industry and policy actors in other mountain wine regions undergoing like climatic and geographical complexities.