The Wine Tourism Transformation: From Tasting Rooms to Tourism Destinations for Profit & Pleasure

In just a few decades, the traditional tasting room has transformed from transactional venues to experiential destinations, led by new world countries like South Africa and Australia. In this session we’ll explore shifts driven by a growing demand for experiences that blend wine with art, culture, and wellness, appealing to a broader, often younger audience. Trends such as wellness, sustainability, luxury, artisanal food and cultural practices infuse contemporary wine tourism, supported by digital innovation and strategic partnerships. Learn how to leverage these trends to enhance visitor engagement, foster brand loyalty, and position your enterprises and regions as dynamic, multifaceted travel destinations.