Until the early 1990s, Argentina produced more wine than any other country outside Europe, though the majority of it was considered unexportable.[3] However, the desire to increase exports fueled significant advances in quality. Argentine wines started being exported during the 1990s, and are currently growing in popularity, making it now the largest wine exporter in South America. The devaluation of the Argentine peso in 2002 further fueled the industry as production costs decreased and tourism significantly increased, giving way to a whole new concept of enotourism in Argentina.