At the global level, the phenomenon of wine tourism is growing and is considered to be a driver for the economic and social development of many rural areas. These areas, although not traditionally characterised by a centuries -old tradition in the wine industry, are now playing an increasingly role in the current competitive scenario. One of the main development strategies implemented by wine producers is diversification in sectors either supporting the tourism sector or co-related to it (Winemakers Federation of Australia, 1998). This paper analyses specific forms of wine tourism development and specific impacts caused by wine-related tourism. This paper highlight the current state and the transformation process of tourism in the rural systems of Southern Italy, focussing on the region of Molise that in the past few years has been recording substantial growth rates in wine-tourism related activities.