The new global trends in consumption and transformations in agro-industrial societies have imposed new challenges on the current economies. Seeking greater competitiveness, the players in the wine sector have invested in the diversification and differentiation of their products through strategies such as tourism. However, the incorporation of tourism in typical territories of wine production, favors competition for space and natural resources, putting the main activity at risk. Thus, the present work aims to identify and categorize the wine tourism activities present in the territory, seeking to understand its dynamics, in order to strengthen the practice as an instrument of competitiveness and local development. To this end, a questionnaire was applied to 48 wine tourism ventures in Vale dos Vinhedos, and their profiles and characteristics of the activities offered were surveyed. In this context, there was a substantial diversification of the tourist offer in Vale dos Vinhedos, with emphasis on the growth of activities linked more to the tourist cluster than the wine sector, drawing a unique wine tourism dynamic. The existence of a possible imbalance between the tourist offer and the wine aptitude of Vale dos Vinhedos, which is increasingly evident, brings up discussions about the preservation of local identity versus the demands of tourists.