Wine tourism has become a thriving niche in global tourism industry with successful cases like Napa Valley in the USA with 19 million visitors per year. However, there are important disparities among wine regions. The paper analyses the case of the Chilean wine tourism, which is one of the regions with less wine tourists although it is very important in global wine industry, and its reasons for its low level of development. Chilean wine industry has been developing its infrastructure in wine tourism but behavioural factors like low promotion intensity and local consumers' behaviour hinder the development of wine tourism. Copyright © 2010 Inderscience Enterprises Ltd.