It is now widely accepted that climate change is having a profound impact on the weather systems around the world. These, in turn, have a considerable effect on two important elements of the Tuscan economy: wine production and tourism. This case study sought to explore the relationship between the perception of Tuscan wine-producing agritourism owners of the potentially abstract notion of climate change and their concrete experiences as entrepreneurs. Semi-structured interviews were conducted with eight wine-producing agritourism owners or managers in Val d’Orcia, a small area of Siena, Tuscany, and analysed thematically. The impact of climate change on the area’s viticulture is undeniable but the responses to the challenges are more nuanced. Political leadership on the climate crisis appears absent and perhaps as a consequence, these small-scale operators lack knowledge and funds to enable them to plan ahead: they react often day-to-day to the immediate weather conditions rather than planning long term. While recognizing the difficulties they face from climate change as viticulturists, as agrotourism owners they welcome the longer seasons which enable them to open in the formerly barren shoulder seasons but struggle with last-minute cancellations due to unpredictable weather in the area.

It is now widely accepted the climate change is having a profound impact on the weather systems around the world. These, in turn, have a considerable effect on two important elements of the Tuscan economy: wine producing and tourism. This case study sought to explore the relationship between the perception of Tuscan wine-producing agritourism owners of the potentially abstract notion of climate change and their concrete experiences as entrepreneurs. Semi-structured interviews were conducted with eight wine-producing agritourism owners or managers in Val d’Orcia, a small area of Siena, Tuscany and analyzed thematically. The impact of climate change on the area’s viticulture is undeniable but the responses to the challenges are more nuanced. Political leadership on the climate crisis appears absent and perhaps as a consequence, these small-scale operators lack knowledge and funds to enable them to plan ahead: they react often day-to-day to the immediate weather conditions rather than planning long term. While recognizing the difficulties they face from climate change as viticulturists, as agrotourism owners they welcome the longer seasons which enable them to open in the formally barren shoulder seasons but struggle with last-minute cancellations due to unpredictable weather in the area.