Starting from a definition of wine tourism, put in the context of sustainable development, a multifaceted research study was elaborated, aimed at establishing if, and how, wine businesses in Alba County, Romania, can develop on a sustainable path. A mix of desk research, qualitative, and quantitative methods and tools were blended together in this research. An investigation of the wineries’ financial situations and online presence was further completed by the interviews with entrepreneurs, local public administration representatives, and residents in order to establish that business development on the wine-route is highly desired and would eventually enjoy the appreciation of both locals and tourists. Instead of conclusions, a framework for the sustainable development of Alba’s wineries is sketched, focusing on those elements that motivate international and also Romanian wine tourists to visit this destination, and emphasizing the need for the establishment of a destination management organization (DMO) capable of managing the interests of all stakeholders under the conditions of sustainable development. Measures to be adopted by winemakers are also provided and a list of ancillary services to be considered is also suggested.

The present paper addresses an analysis of the economic, touristic and gastronomic evolution of the county starting from the period before the 1990s until 2016. Initially, the economic growth of Alba County started with its industry, especially the chemical, wood processing, machine building, and food industry, but also with mining. Afterwards, there was a period of economic decline, thereafter the industry in this area started to relaunch, however, below the 1990s level. The results of the study show the existence of many tourist attractions with great potential for growth and it also present the economic growth potential of Sebes, Cugir, Blaj, Alba Iulia, Rosia Montana, Zlatna, Ocna Mures, Arieseni and Aiud. The conclusions of the study highlight the need identified at county level, namely the necessity to turn into account the wine route by expanding accommodation capacities, taking advantage of the touristic objectives, developing the infrastructure and tailoring the offers