Category: Articles

From Tasting to Creating: The Rise of Experimental Wine Tourism

For decades, wine tourism followed a familiar script: scenic vineyards, guided tastings, souvenir bottles, and carefully curated narratives about terroir. Today, that model is quietly being rewritten. Across leading wine destinations and emerging regions, visitors are no longer content to observe. They want to participate.

They want to create. And increasingly, wineries are responding.
At the center of this shift is the rise of experimental wine workshops, particularly blending experiences that invite guests into the creative and technical heart of winemaking. These programs reflect a broader recalibration in luxury and experiential travel, where co-creation, learning, and emotional engagement now define value more than passive consumption.

One illustrative example is the Valentine’s Wine Blending Workshop at Kismet Estate Winery in British Columbia, Canada. Designed as a small-group, guided experience, the program combines winery tours, sensory training, and hands-on blending sessions under the supervision of professional winemakers. Participants learn how balance, aroma, and structure interact before crafting a personalized wine blend, which they bottle and label as a lasting memento.

This format transforms the traditional tasting room into a creative studio. Visitors are no longer just evaluating finished products; they are temporarily stepping into the role of winemaker. The result is a deeper understanding of production decisions, and a stronger emotional bond with the brand.

Food plays a strategic role in these experiences. Curated small bites and regional pairings extend the learning process beyond the glass, reinforcing the multisensory nature of contemporary wine tourism. Gastronomy becomes an interpretive tool, helping guests connect flavor profiles with place, process, and cultural identity.

These workshops reflect a structural change in how wine destinations compete. The focus is moving from infrastructure and aesthetics toward engagement and memory creation. In this new model, the most valuable asset is not the view from the terrace, but the depth of the experience.

Experimental blending programs encapsulate this transition. By turning visitors into co-creators and embedding education within leisure, they redefine what a winery visit can be. They function simultaneously as tourism products, branding tools, and learning platforms.

As global travel continues to evolve, wine regions that invest in participatory formats are positioning themselves at the forefront of experiential tourism. The future of wine travel is not only about where visitors go. It is about what they are invited to do once they arrive.

For further information: https://www.kismetestatewinery.com/

Barcelona Wine Week 2026: Strengthening Spain’s International Wine Strategy

The sixth edition of Barcelona Wine Week (BWW) concluded in 2026 with strong indicators of international expansion, commercial vitality, and sectoral influence, reaffirming its role as a strategic platform for positioning Spanish quality wine in global markets. Hosted at Fira de Barcelona, the event recorded 25,953 professional visitors, representing a 25% increase over the previous edition—and brought together 1,350 wineries operating under 90 Denominations of Origin and quality seals.

This diverse exhibitor base, encompassing both major producers and small-scale artisanal wineries, reflected the structural richness of Spain’s wine sector and its growing export orientation. Approximately 73% of participants exhibited under official appellation frameworks, while the remaining 27% operated under independent brand identities, illustrating the sector’s balance between institutional governance and entrepreneurial dynamism.

Internationalisation emerged as a defining feature of the 2026 edition. Twenty per cent of visitors originated from more than 70 countries, supported by an expanded hosted buyer programme developed in collaboration with national export agencies. A total of 962 international buyers from key markets, including the United States, Brazil, Germany, China, India, Indonesia, and several Mercosur countries, participated in the event.

At the inauguration of BWW, the Minister of Agriculture, Fisheries and Food, Luis Planas, announced the deployment of an ambitious international promotion strategy to consolidate the presence of Spanish products in emerging markets with high growth potential, including India, the Mercosur bloc, and Indonesia as key destinations for the agri-food sector, particularly winemaking.

According to BWW President Javier Pagés, the scale of international engagement confirms the fair’s growing capacity to showcase the territorial diversity and qualitative distinctiveness of Spanish viticulture. The volume and intensity of buyer–exhibitor interactions further demonstrate sustained global demand for Spanish wines across multiple price and stylistic segments.

Beyond its commercial dimension, BWW 2026 reinforced its knowledge-based mission through an extensive programme of tastings, conferences, and professional forums. A total of 138 speakers, including critics, oenologists, Masters of Wine, and international analysts—contributed to sessions addressing heritage, innovation, and sustainability. Particular attention was devoted to the legacy of great family wine dynasties, alongside contributions from Jancis Robinson of the Financial Times, who highlighted the global relevance of Spanish terroirs and evolving production models.

The fair’s estimated economic impact on the city of Barcelona, calculated at approximately €17 million, further illustrates its significance within the regional tourism and events economy. More broadly, Barcelona Wine Week 2026 demonstrated how trade fairs can function as integrated ecosystems, combining commercial exchange, professional education, policy alignment, and destination branding.

Bordeaux Claret and the Evolution of Appellation Identity

The Bordeaux wine authority’s recent decision to grant official Protected Designation of Origin (PDO) status to a new style known as Bordeaux Claret marks a significant moment in the region’s ongoing adaptation to structural change. Available from the 2025 vintage, this designation formalizes a lighter, fruit-driven, lower-alcohol red wine style that stands apart from Bordeaux’s traditionally powerful reds. The move reflects a strategic recalibration at the intersection of climate pressure, shifting global consumption patterns, and the reactivation of Bordeaux’s historical identity.

From a viticultural and climatic perspective, the recognition of Bordeaux Claret responds directly to warmer growing seasons and rising alcohol levels across the region. As Stéphanie Sinoquet, managing director of the Bordeaux growers’ association, has noted, improved ripeness consistency now frequently coincides with alcohol levels approaching or exceeding 15%, challenging both balance and market appeal. Bordeaux Claret offers a structurally different expression: lighter in body, lower in tannin, and driven by primary fruit, designed to be consumed young and served lightly chilled, typically between 8°C and 12°C. This stylistic shift aligns Bordeaux with broader international trends favouring freshness, drinkability, and lower perceived heaviness.

While the term “claret” has long been used in Britain as a generic reference to Bordeaux red wines, Bordeaux Claret is neither a marketing abstraction nor a revival of Bordeaux Clairet, the darker, rosé-like appellation that already exists. Instead, it explicitly reconnects Bordeaux to its medieval past, when lighter-coloured wines shipped to England from the 12th century onward defined the region’s reputation. In this sense, Bordeaux Claret is less a reinvention than a historically informed reinterpretation, translated for contemporary palates.

From a market and tourism perspective, the formalization of Bordeaux Claret signals an institutional willingness to modernize the region’s image. As red wine consumption continues to decline in key European markets, particularly among younger consumers, the PDO provides Bordeaux with a clearly defined, officially sanctioned style that counters perceptions of heaviness, expense, and long cellar ageing. By embedding this evolution within the appellation framework, Bordeaux preserves regulatory credibility while expanding stylistic diversity.

Bordeaux Claret represents more than a new category on a label. It illustrates how one of the world’s most tradition-bound wine regions is negotiating continuity and change.

FINE 2026: The International Wine Tourism Fair Strengthening Global Collaboration in Valladolid, Spain

FINE, the International Wine Tourism Fair, will hold its seventh edition March 3-4 in Valladolid, Spain, reaffirming its position as a leading international business platform for wine tourism professionals. The event will convene specialized stakeholders from Europe, Asia, and the Americas, including wineries, hotels, wine routes, tour operators, and destination management organisations, all focused on advancing innovation and collaboration within the wine tourism sector.

Presented during FITUR, FINE was highlighted as a strategic initiative underpinned by strong institutional and industry partnerships. Alberto Alonso, Managing Director of Feria de Valladolid, emphasized the collective commitment of public bodies, private enterprises, and professional organisations to elevating wine tourism on the global stage. Key partners include Turespaña, the Regional Government of Castile and León, Valladolid City Council, the Spanish Wine Federation, the Confederation of Travel Agencies, and prominent wineries such as Abadía Retuerta, Protos, Dehesa de los Canónigos, Ferrer Wines, and Bodegas Alvear.

According to Alonso, FINE functions as a high-impact international marketplace that strengthens Spain’s competitive position in global wine tourism. The consistent success of its six previous editions in Valladolid, alongside its recent Italian debut in Riva del Garda, underscores the robustness and scalability of a model that was among the first to focus exclusively on wine tourism as a professional sector.

One of the notable developments in the 2026 edition is the integration of olive oil tourism, a growing experiential segment that complements wine tourism by intersecting with gastronomy, cultural heritage, landscape, and sustainability. This diversification reflects broader trends toward integrated agri-food tourism experiences.

The supply-side offering at FINE represents the forefront of contemporary wine tourism, featuring destinations and producers from Italy, Portugal, Slovenia, and Spain. New additions include the Ribeira Sacra and Campo de Cariñena wine routes, as well as wineries such as Masaveu, Palacio de Canedo, Pago de los Capellanes, and Pago Altolandón (Cuenca). These join established regions including Catalonia, the Valencian Community, the Basque Country, the Canary Islands, Madrid, Navarre, La Rioja, and Castile and León.

On the demand side, confirmed participation includes tour operators and specialized agencies from Canada, the United States, Mexico, Northern Europe, Brazil, Thailand, Italy, the United Kingdom, Bulgaria, Poland, and Turkey. More than 50 buyers will attend FINE’s contracting marketplace for the first time, with over 2,200 scheduled business meetings expected to take place.

FINE also reflects the diversity of contemporary wine tourism demand, spanning business and incentive travel, leisure tourism, and high-end luxury programmes. This alignment between varied supply profiles and differentiated demand segments reinforces the fair’s role as a catalyst for international market development.

The presentation of FINE 2026 at FITUR was held at both the Turespaña stand and the Castilla y León stand, featuring contributions from Natalia Briales, Head of Cultural Tourism and Content Marketing at Turespaña; Enrique Valero, Managing Director of Abadía Retuerta; and Juan Manuel Guimeráns, Managing Director of Valladolid Tourism.

Overall participation in the official buyer programme is expected to include over 140 wineries, wine routes, and hotels, alongside 100 + tour operators. FINE also remains open to additional travel agencies seeking to integrate wine culture and experiential tourism into their travel offerings.

For further details: www.fine-expo.com

Report: AI Revolutionizes Food and Wine Tourism

AI is fundamentally reshaping how travellers discover, plan, and experience food and wine tourism. This transformation is particularly pronounced among younger generations, as evidenced by findings from the Italian Food and Wine Tourism Report 2025.

This report, published by the Italian Association of Food and Wine Tourism (AITE) and curated by Professor Roberta Garibaldi, highlights AI’s growing role as a core decision-support tool for travellers seeking inspiration, personalization, and efficiency in trip planning. For many younger tourists, AI is no longer perceived as innovative or experimental, but rather as an integral and routine part of travel preparation.

Generational Shifts in AI Adoption

The report reveals a significant generational divide in the use of AI technologies. Seventy-five percent of travellers aged 25–34 report using AI tools to generate ideas for food and wine travel experiences, signaling a decisive shift in how destinations and experiences are discovered. Among this cohort, AI is viewed less as a novelty and more as a natural extension of digital research behaviour.

Primary Applications of AI in Travel Planning

Menu and content translation emerges as the most widespread application of AI, used by 69% of respondents overall and rising to 77% among travellers aged 25–34. This reflects the linguistic complexity of navigating regional cuisines, particularly in destinations such as Italy, where local food culture is deeply rooted in dialect and tradition.

Beyond translation, AI serves multiple planning functions:

60% of travellers use AI to generate inspiration and ideas; and

58% rely on it to search for destinations and accommodation.

These figures are notably higher among younger travellers, who integrate AI more seamlessly into their decision-making processes.

International Variations in AI Usage

AI adoption in food and wine tourism varies significantly across markets. The United States leads in the use of AI for food and wine inspiration, with 21% of travellers reporting active use, followed by France (18%) and Germany (16%). Adoption is comparatively lower in the United Kingdom, Austria, and Switzerland, where usage averages around 13%.

Trust levels follow a similar pattern. American travellers exhibit the highest confidence in AI-driven destination recommendations at 15%, compared with just 10% in Austria and Switzerland. Across all markets, however, AI functions primarily as a source of preliminary inspiration rather than a final authority.

Traditional sources remain dominant, with recommendations from friends and family commanding trust levels between 38% and 50%.

Changing Perceptions of Risk and Rising Expectations

The report notes a marked improvement in attitudes toward AI compared to previous years. Perceived risk is declining, particularly among younger travellers. 29% of individuals aged 18–24 believe the risks of AI outweigh its benefits, compared with 49% among those aged 35–44, suggesting that familiarity and repeated use foster confidence.

Travellers articulate clear expectations for AI-based services:

Ease of use (60%);

Strong data privacy protection (55% overall; 71% among 18–24-year-olds);
and

Accuracy and reliability of information (49%).

Looking ahead, respondents express strong interest in advanced AI functionalities, particularly automatic menu translation (46%) and personalized itinerary creation (36%). Younger and more experienced travellers also value detailed recommendations for food, wine, and beer pairings. Sustainability is an increasingly important factor, with approximately one-third of participants seeking low-impact routes and environmentally responsible experiences.

The Persistent Trust Gap

Despite rising usage, complete trust in AI remains limited. Only 6% of respondents report full confidence in algorithmic recommendations, though trust is higher among high-income and frequent travelers. Awareness of AI’s limitations, such as potential inaccuracies, opaque processes, and algorithmic bias, leads many users to cross-reference AI-generated suggestions with traditional sources, including personal networks and expert reviews.

Future Directions and Strategic Implications

The report identifies three key trajectories shaping the future of AI in food and wine tourism:

Growing demand for seamless and highly personalized experiences;

Increased emphasis on pre-trip inspiration rather than on-site assistance; and

The need to build trust through relevance, authenticity, and demonstrable value.

As AI becomes more deeply integrated into reservation systems and digital platforms, intelligent agents are expected to support customized, on-site experiences. For destinations and tourism operators, success will depend on providing high-quality, transparent data, particularly related to sustainability, local authenticity, and cultural integrity, which will ultimately influence how AI ranks, recommends, and promotes experiences.

As digital technologies continue to evolve, the future of food and wine tourism will be shaped by a dynamic interplay between advanced AI tools and trusted human expertise, redefining how travellers engage with culinary and wine landscapes worldwide.