Economists predict the global wine tourism market will surpass $108 billion in 2025, and will continue to grow by more than 12% a year, potentially exceeding $350 billion by 2035. Once primarily an upper-class venture, the millennial drive for more authenticity and experience demands excursions at all price levels.
Global travelers will no longer be satisfied with purchasing a few souvenirs while they aimlessly sightsee. Vacation value is now measured in memories banked, rather than tchotchkes collected. Visitors want immersive experiences, including cultural connections, local gastronomy and, in many cases, winemaking traditions.
Taste the experience
Vinotourism is the latest niche market to emerge as millennials and Gen Z seek to engage in immersive escapades while on vacation. Hands-on tourist adventures in the winemaking space are nothing new. Look no further than the classic “I Love Lucy” episode from 1956, where Lucy takes a quick trip to Toro, Italy, to learn how to make wine the old-fashioned way.
The episode’s premise is that this is the last place in Italy that hasn’t gone fully automated. And for years, most wine-oriented tourism relied heavily on tastings and vineyard tours. That’s no longer the case. Now, vineyards and even entire communities cater to the most demanding consumer with intimate gatherings that can include participation in the harvest and customized tours of full winemaking operations.
Casandra Karpiak, a luxury travel journalist, recommends one such adventure in California wine country. “The Farmhouse Inn blends laid-back luxury with insider access to Sonoma’s wine scene. Guests can enjoy intimate tastings from local winemakers right on the property, then venture out with curated itineraries to boutique vineyards that aren’t always open to the public. It’s a seamless way to experience the depth and character of Sonoma wine country.”
Of course, there are still tastings, but they are far more curated. Sommelier-led tasting sessions include more in-depth examinations of the wine, the growing and pressing processes, and why they matter. Many also involve artisanal food pairings, both specific to the region and culture, and ones they can try at home.
From vendange to pigeage
While California and a few other states expand their vinotourism offerings, Europe still dominates the oenotourism market, with iconic wine regions such as Bordeaux, Tuscany and La Rioja consistently drawing large crowds.
The Asia-Pacific region is surprisingly the fastest growing, with emerging destinations like India’s Nashik and China’s Ningxia. Prolonged hours of sunlight and a cool, dry climate make the eastern foot of Helan Mountain, in Ningxia, a golden zone for grape cultivation. It produces several high-end wines and continues to expand.
Nashik is considered the wine capital of India. The hilly terrain, more than adequate drainage during monsoon season and abundance of sun have transformed this portion of Maharashtra into a gold mine of grape cultivation. More than 40 vineyards have grown up since the 1990s, focusing primarily on tropical white wines and fruit-driven red varieties. Utopia Farmstay provides boutique accommodations near several of the popular vineyards and wineries.
Napa Valley, California, remains the premier wine destination in the United States, still appealing to visitors from all parts of the globe. Some vineyards there have experimented with virtual tours and AI-driven wine pairings. On the other side of the border, Canada’s Okanagan Valley attracts even higher-end clientele, with boutique wineries taking the lead.
A little farther south, Argentina and Chile are just emerging, bringing wine tourism to Latin America. Like many vineyards, there are some spectacular landscapes to eye on your trip. However, what makes these sites stand out is their dedication to creating high-quality organic wines and experiences.
Sustainable wine production is a big draw for visitors to South Africa’s Western Cape. The area is starting to see more crowds with its unique blend of wine and nature experiences. And you can always avoid the crowds when you explore lesser-known wine regions in still-emerging markets like Georgia and Uruguay.
Explore the land at sea
Vineyard tourism has even been distilled in unique, unexpected travel partnerships. No more bar crawls, now you can take a winery train tour or a sommelier-curated cruise. For example, Celebrity Cruises now caters to travelers’ desires for global wine and tasting experiences. A partnership with Grgich Hills Estate and Shafer Vineyards in Napa provides their passengers with private-label wines.
Like most cruise lines, Celebrity offers a variety of wines from all points on the globe; more than 500 selections of the world’s most sought-after regions and most acclaimed labels. They ensure a sommelier is always on hand to assist guests with finding new flavors, the best pairings and an education on the fundamentals of food and wine chemistry.
What’s more, Celebrity has targeted two unusual areas for wine-centric cruise excursions. In Ephesus, a local guide takes small groups on a Turkish Vineyard Experience, where they learn about Turkey’s wine industry. Turkey is actually the world’s fourth-leading producer of grapes, and is home to hundreds of distinct varieties.
On the southeastern coast of South America, sandwiched between Brazil and Argentina, guests can enjoy a tour of the family-owned Spinoglio Winery in Montevideo, Uruguay. Explore the cellar built in 1898, ride a bike around the fields and sit down to enjoy a wine pairing with four Spinoglio vintages.
Daniele Salamone, Celebrity Cruises’ director of beverage operations, also points out that they “offer eight-to-nine-night vacations where wine is the highlight in Australia. These sailings take guests through Australia’s wine region, where they have opportunities to explore and sample along the way.”
Potent potables
As they say, everything old is new again. That’s definitely true in the growing area of wine tourism, pun intended. While tastings and pairings are still of interest to the modern traveller, even more so is getting their hands dirty, literally. While they may not be stomping their own grapes like Lucille Ball, tourists want to understand how the wine-making process works, and even participate in the harvesting.
After all, who doesn’t want to sit and share a bottle of fine wine with friends, knowing you helped, in some small way, to bring it to life? Whether you brag about it or not.
Karen Kelly is a nationally syndicated freelance food and travel writer and the founder of Seasonal Cravings. She is a regular contributor to MSN, Yahoo and the Associated Press.
The post Drink it in: The growth of global wine tourism appeared first on Associated Press.
