From Grape Escape to Smart Experience: Evolving Trends & Future Challenges in Wine Tourism

Wine tourism has undergone a significant transformation in recent years, evolving from a niche, product-oriented activity to a sophisticated, experience-driven sector. Drawing on recent research and international data, this presentation explores the behaviour of contemporary wine tourists—highlighting their motivations, decision-making processes, and the types of experiences they seek. From this analysis, key trends emerge: demand for authentic, personalised, and sustainable experiences; the growing importance of digital touchpoints in shaping travel choices;and a stronger link between wine, culture, and local identity. Looking ahead, the sector must address new challenges and opportunities. These include the need for specialised professional roles and the transformative potential of Artificial Intelligence. From enhancing visitor engagement to streamlining winery operations, AI is poised to redefine how wine tourism is conceived, managed, and experienced. This presentation provides practical insights for professionals in the wine, hospitality, and tourism sectors who aim to anticipate changes, invest in innovation, and elevate the quality of their wine tourism offerings.