Understanding the Demographics and Travel Trends Reshaping Wine Tourism in 2026 By Liz PalmerAward-Winning Wine Journalist | Global Wine Tourism Strategist Global wine tourism has been undergoing a significant transformation. Once largely centred on affluent wine enthusiasts seeking cellar tours and tastings, the sector now attracts a more diverse visitor. Today’s wine traveller increasingly seeks […]
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The Asti region is emerging as one of Piedmont’s strongest tourism performers in 2026, demonstrating how the strategic integration of wine, cultural heritage, gastronomy and landscape can strengthen destination competitiveness. According to figures cited in their regional report, Asti recorded the largest tourism increase in Piedmont, at 4.15%, representing approximately 30,000 additional visitors. More broadly,
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Beyond the Cellar Door: New Zealand Organic Wine Week and the Future of Sustainable Wine Tourism As Organic Wine Week returns from 21–27 September 2026, New Zealand is demonstrating how organic viticulture can move beyond environmental practice to become an important element of wine tourism, regional identity and destination storytelling. Wine tourism is evolving. Increasingly,
From ancient winemaking traditions and UNESCO-recognized heritage to world-class gastronomy and spectacular landscape, these seven destinations belong on the wine travel map in 2026. Wine travel is no longer simply about moving from one tasting room to another. Today’s most memorable journeys combine exceptional wines with gastronomy, cultural heritage, landscapes and authentic connections to the
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Santiago, Chile, will host The World’s 50 Best Vineyards 2026 during the week of 16 November, marking the awards’ first-ever edition in Chile. Home to the renowned Maipo Valley and gateway to many of Chile’s leading wine regions, Santiago provides the ideal setting to celebrate the world’s most outstanding vineyard experiences. The event will bring
For generations, the annual grape harvest was an event reserved for vineyard workers and winemakers. Today, it has evolved into one of the most sought-after experiences in global wine tourism. Across Europe, North America, South America, Australia, New Zealand, and South Africa, wineries are increasingly opening their vineyards to visitors, transforming harvest from an agricultural
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FINE, the International Wine Tourism Marketplace, will return to Valladolid, Spain, for its eighth edition on 10–11 March 2027, reinforcing its position as an important international meeting point for the wine tourism industry. The professional marketplace will bring together wineries, wine regions, hotels, tour operators, specialist travel agencies, destination organizations, and tourism professionals from across
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As wine tourism continues to evolve, travellers, we are learning, are seeking far more than exceptional wines. They want authentic experiences, meaningful connections with place, and memorable moments that combine culture, gastronomy, heritage, and landscape. Tuscany certainly delivers this. From July 24 to August 16, Tuscany’s renowned Calici di Stelle (Goblets Under the Stars) returns
For decades, wine tourism was defined by tasting rooms, cellar doors, and the quality of the wines poured into guests’ glasses. Today, that model is evolving rapidly. The summer of 2026 marks a significant turning point for the global wine tourism industry. While exceptional wines remain the foundation of every successful destination, they are no
I look forward to and am thrilled to participate in ENOWAYS – International Enotourism Summit 2026, at the invitation of Euskadi – Basque Country on November 23–26. As wine tourism continues to evolve into a strategic driver of economic development, destination branding, and cultural preservation, international forums such as ENOWAYS play an increasingly important role
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