Migration, wine, and tourism weave the history of Valle de Guadalupe

Abstract

This study examines the influence of migratory waves on the development of viticulture in Baja California and their contribution to the rise of wine tourism in the Valle de Guadalupe. Viticulture dates back to the 17th century, with the arrival of the Jesuits, but it solidified in the 20th century, thanks to the Molokan Russians established in the region. In the 21st century, investment in vineyards and wineries transformed the region into an emerging tourist destination, with more than 120 wineries forming the Wine Route. This qualitative study is based on a review of historical sources and semi-structured interviews with key stakeholders. Results show that Spanish, Italian, and Russian migrations were decisive for the growth of the local wine agroindustry, consolidating wine tourism and integrating history and biocultural heritage.