I’m honoured to take part in today’s Board meeting of the Fédération Internationale des Journalistes et Écrivains des Vins et Spiritueux [FIJEV], engaging with colleagues on governance, global collaboration, and the evolving role of informed, ethical wine communication in a rapidly changing media landscape.
Tradition matters. Rigour matters. So does adapting to what’s next. Academia meets real-world impact – no decanting required! 🍷
Liz Palmer
Vice President, FIJEV
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
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.
The Niagara Icewine Festival returns in 2026 with an expanded footprint in Niagara Falls, marking a significant evolution in the region’s winter wine tourism strategy. With Niagara Parks serving as presenting sponsor, the festival integrates Niagara’s globally recognized Icewine heritage into some of Canada’s most iconic winter landscapes, reinforcing the destination’s position as a four-season hub for premium VQA wine, culinary, and cultural experiences.
Set against the dramatic winter scenery of the Horseshoe Falls, the festival introduces immersive Icewine experiences at landmark locations including the Frozen Falls Icewine Bar at Table Rock Bistro + Wine Bar and the Cool as Ice Gala at the Niagara Parks Power Station + Tunnel. These experiences extend the festival beyond its traditional winery-based footprint, connecting viticulture, gastronomy, heritage architecture, and natural spectacle in a cohesive wine tourism offering.
By situating Icewine tastings at the very edge of Niagara Falls, the festival highlights the strong relationship between terroir, climate, and cultural identity – elements central to Icewine production and to Niagara’s international wine tourism appeal.
Frozen Falls Icewine Bar: Icewine at the Edge of the Falls
Taking place over two winter weekends in January, the Frozen Falls Icewine Bar invites visitors to experience Icewine in a uniquely Canadian outdoor setting overlooking the frozen Horseshoe Falls. Hosted at Table Rock Bistro + Wine Bar, the pop-up installation features a custom-carved ice bar by Iceculture Inc., interactive ice sculptures, live acoustic music, and curated tasting experiences designed to celebrate Icewine as both a luxury product and a cultural expression of winter.
Guests can enjoy a guided pairing of VQA Icewines with seasonal comfort cuisine, including Icewine French onion soup or Icewine apple crumble with caramel sauce, reinforcing the connection between regional wine, local ingredients, and winter gastronomy. Mulled wine, à la carte winter dishes, and complimentary hot chocolate for younger guests ensure broad appeal across visitor segments.
Canadian wine pioneer Donald Ziraldo will host daily complimentary tastings, offering visitors historical and technical insight into Niagara’s Icewine legacy and reinforcing the educational dimension of wine tourism. These tastings take place daily at 1:00 p.m. and 3:00 p.m.
The Frozen Falls Icewine Bar operates January 17–18 and January 24–25, 2026, from 11:30 a.m. to 4:00 p.m.
Cool as Ice Gala: Heritage, Wine, and Winter Luxury
The Cool as Ice Gala returns on Saturday, January 31, 2026, as the festival’s flagship event and a cornerstone of Niagara’s winter tourism calendar. Hosted within the historic Niagara Parks Power Station + Tunnel, the black-tie gala transforms the industrial landmark into an immersive winter venue celebrating Niagara’s winemaking excellence, culinary creativity, and cultural heritage.
Guests will enjoy award-winning Niagara VQA Icewines and table wines, craft cocktails, gourmet offerings from leading Ontario chefs, live entertainment, and exclusive after-hours access to the Power Station’s underground tunnel, culminating at an observation platform overlooking the illuminated Falls.
The all-inclusive experience positions Icewine not only as a luxury product, but as a catalyst for high-value experiential tourism, drawing domestic and international visitors during the winter shoulder season.
A Strategic Milestone for Niagara Wine Tourism
The expansion of the Niagara Icewine Festival into Niagara Falls represents a strategic alignment between wine tourism, agritourism, and destination development. By integrating Icewine culture into high-profile public spaces and heritage sites, the festival strengthens Niagara’s global reputation for cool-climate wines while reinforcing the region’s identity as an all-season destination rooted in authenticity, place, and experience.
Further details and ticket information can be found at www.niagaraparks.com/icewine.
If Part l explored the icons, Part ll turns toward places where wine spas feel almost monastic, deeply rooted in land, tradition, and quiet luxury. These destinations reward slow travel and reflective itineraries, making them especially compelling the first few months of the new year!
From the Douro Valley to Burgundy and Sonoma, these wine spas prove that wellness doesn’t need reinvention, only intention.
6. Quinta da Pacheca – Douro Valley, Portugal
Why it’s unforgettable
Red wine baths, barrel-shaped suites, and sweeping river valley views define this historic estate.
Why January, February and even March works
The Douro is hushed and atmospheric, ideal for contemplation and unhurried indulgence.
Recommended January–March
3 night itinerary
A cozy three‑night winter retreat featuring wine‑infused spa rituals (including a red wine bath), private wine and port cellar tastings, and quiet walks along the terraced Douro. Firelit evenings and a gentle river cruise create a warm, restorative start to the year.
Website: https://www.quintadapacheca.com
7. Herdade da Malhadinha Nova – Alentejo, Portugal
Why Herdade da Malhadinha Nova is distinctive
This is a design-forward estate that emphasizes sustainability, privacy, and holistic wellness within its vineyards and olive groves.
Why are January, February and March ideal
Cool temperatures and golden winter light make outdoor walks and spa time especially restorative.
Recommended January–April
3 night itinerary
A serene early‑year escape blending botanical spa treatments, horseback rides through open countryside, and farm‑to‑table dining. Hands‑on culinary sessions and sunset vineyard moments bring softness and creativity to the three‑night stay.
Website: https://malhadinhanova.com
8. Castillo Monasterio Valbuena – Ribera del Duero, Spain
Why is Castillo Monasterio Valbuena remarkable
A 12th-century monastery transformed into a wine spa where thermal waters echo centuries of contemplation.
Why the winter months enhance this wine estate
Winter amplifies the sense of history and solitude.
Recommended January–April
3 night itinerary
A tranquil winter wellness retreat with thermal‑circuit relaxation, Tempranillo‑based vinotherapy, and guided visits to top Ribera del Duero bodegas. Monastery quietude and riverfront strolls set a deeply calming rhythm.
Website: https://www.castillomonasteriovalbuena.com
9. Hotel Le Cep Spa — Beaune, Burgundy, France
Why does Hotel Le Cep Spa belong on this list
There are three good reasons: Pinot Noir-based treatments in the intellectual heart of Burgundy, and steps from legendary cellars.
Why are the winter months perfect
Burgundy becomes introspective, offering meaningful tastings without distraction.
Recommended January–April
3 night itinerary
A refined three‑night immersion in Burgundy’s winter charm, centered on personalized spa rituals (including a grape-extract facial), intimate tastings at historic domains, and wandering Beaune’s medieval streets. A sophisticated, slow‑paced seasonal escape.
Website: https://www.hotel-lecep.com
10. Kenwood Inn & Spa — Sonoma, California, USA
Why it endures
A Mediterranean-inspired retreat offering quiet luxury in Sonoma’s rolling hills.
Why the early months of the year deliver
Cool air, empty tasting rooms, and a slower pace define wine country at its most authentic.
Recommended January–April
3 night itinerary
A gentle winter‑into‑spring retreat offering vineyard‑sourced treatments, heated outdoor pools, and private tastings at boutique Sonoma wineries. Sunlit terraces and scenic valley drives add relaxed California warmth to the stay.
Website: https://www.kenwoodinn.com
Wine spas represent a shift in wine tourism, from consumption to connection, from indulgence to balance. The first months of the year and particularly January, with its emphasis on renewal, is when these destinations feel most honest and most powerful.
Taken together, these ten wine spas show how wellness and wine culture can coexist beautifully – rooted in place, shaped by tradition, and designed for travelers who value depth over display.
Your January 2026 reset begins here!
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