Tag: Wine Tourism

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.

Niagara Icewine Festival 2026: Elevating Winter Wine Tourism at the Edge of Niagara Falls

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.

January Reset: The World’s Top Wine Spas to Begin the Year in Balance (Part II)

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!

Why Zenato’s Amarone 2019 and Zenato’s Lugana Brut Make the Perfect Holiday Wine Pairing

Why I Chose Zenato’s Holiday Gift Pack

Holiday wine choices need range, not redundancy. Zenato’s two-bottle holiday gift pack, which includes Zenato Amarone della Valpolicella Classico 2019 and Zenato Lugana Brut Classico, delivers that: a refined sparkling white for celebratory openings and a powerful, age-worthy red for the table’s main event.

Lugana Brut Classico brings freshness, finesse, and aperitivo appeal, while Amarone della Valpolicella Classico 2019 offers depth, warmth, and long-form pleasure. Together, they cover the full arc of the holiday season, from first toast to final pour, making this pairing both practical and elevated.

Roots + Terroir

Zenato was founded in 1960 by Sergio Zenato and his wife Carla on the southern shore of Lake Garda, in the village of San Benedetto di Lugana.

From modest beginnings, the estate expanded steadily over the decades. Today, Zenato owns approximately 95 hectares across two key sites: the Santa Cristina estate in Lugana, devoted primarily to the indigenous white grape Trebbiano di Lugana, and the Costalunga estate in the hills of Sant’Ambrogio di Valpolicella, located within the Valpolicella Classico zone, where soils are rich in limestone and clay and distinctly mineral-driven.

This dual identity lies at the heart of Zenato’s philosophy: “The soul of Lugana and the heart of Valpolicella.”

The vineyards benefit from the moderating influence of Lake Garda for white wines, while the varied, elevated terrain of the Valpolicella hills provides ideal growing conditions for red varieties, contributing both structure and complexity.

Under the stewardship of Sergio’s children: Alberto Zenato, who manages production, and Nadia Zenato, who oversees sales and marketing, the estate has refined and expanded its portfolio, blending respect for tradition with modern winemaking precision.

Zenato stands among the most recognized family-owned estates in northern Italy, offering a range that spans crisp whites and sparkling Lugana to structured Ripasso and opulent Amarone, embodying both regional heritage and strong international appeal.

Wine Tourism

Zenato offers winery tours and tastings from San Benedetto, an ideal setting for wine tourism, combining lakeside ambience, vineyard tradition, and easy access from Verona.

With its dual terroirs, Lugana and Valpolicella, visitors can experience two distinct expressions of Veneto wines: refined sparkling and still whites from the lake region, and serious, age-worthy reds from the hills.

As global interest in Italian native grape varieties and sustainable, terroir-driven wines continues to grow, particularly among wine travellers and influencers, Zenato’s long history, regional focus, and family-run authenticity provide a compelling and credible narrative.

Tasting Notes + Holiday Pairings

Zenato Lugana Brut Classico

This wine is made from 100% Trebbiano di Lugana (Turbiana), sourced from lakeshore vineyards.

Tasting Notes:

Fine perlage and an elegant mousse. The colour is pale straw-yellow with subtle golden highlights. On the nose, the wine is bright and clean, showing notes of white flowers, green apple, pear, citrus, a hint of soft stone fruit, and delicate biscuity nuances. On the palate, it is vibrant, with a soft, pleasant mousse and a mineral-tinged finish.

Food Pairing:

Seafood, shellfish, light seafood pasta, and sushi. An excellent aperitivo for the holiday season.

Zenato Amarone della Valpolicella Classico 2019

Zenato’s flagship red is crafted from a selection of Corvina, Rondinella, Oseleta, and a small proportion of Croatina, sourced from vineyards in Sant’Ambrogio. The grapes are dried for approximately four months, pressed in January, and undergo slow fermentation with extended skin contact. The wine is aged for 36 months in large-format Slavonian oak casks, followed by further refinement in bottle prior to release.

This meticulous process results in a complex, full-bodied, and age-worthy wine that stands as a classic expression of Amarone della Valpolicella.

Tasting Notes:

On the nose, the wine is elegant and spicy, with aromas of dark cherries, prunes, and dried fruits, layered with warm spice undertones. On the palate, it is full-bodied, rounded, velvety, and enveloping, offering layers of dark plum, cherry, and cocoa, with a long, lingering finish.

Food Pairing:

This rich Amarone pairs beautifully with grilled or roasted meats, hearty pasta dishes with meat sauces, game, aged cheeses, and rich risottos. It is also excellent as a contemplative “meditation wine” on its own.

Final Perspective

Zenato serves as a strong model for what a mid-century regional winery can evolve into: a producer that successfully balances tradition with modern marketing, local identity with global reach, and focused vineyard expression with diversified terroir experiences – appealing equally to seasoned connoisseurs and the next generation of curious wine travellers.

Why Bottega has earned a place on my holiday table

When I curate my holiday sparkling wine selections, I look for producers that balance heritage with contemporary relevance, wines that perform beautifully in the glass, and brands that understand today’s global wine culture – where aesthetics, accessibility, and experience matter as much as craftsmanship. Bottega S.p.A. consistently delivers on all three. Its sparkling wines combine technical precision with visual presence, making them equally compelling for holiday celebrations, intimate gatherings, and gifting. This year, Bottega Rose Gold Brut, Bottega White Gold Venezia, and the Bottega Mini Sparkling Icebag Set stood out for their versatility, polish, and unmistakable sense of occasion – exactly what the holiday season calls for.

Location & Estate Philosophy

Bottega’s main operations are located in Bibano di Godega, near Venice, at the heart of the Prosecco DOC area. Family-owned vineyards remain central to production, anchoring the brand firmly in its Veneto roots.

The estate is surrounded by vineyards and olive groves, set against the gently rolling hills of northern Veneto. It includes:

Vineyards in the Prosecco DOC and DOCG zones, supporting Bottega’s flagship Glera-based sparkling wines

Distillation facilities, reflecting the family’s long-standing expertise in grappa and liqueurs

Ornamental gardens and rural architecture, expressing Bottega’s philosophy of Italian style, sustainability, and aesthetic harmony

Bottega: Venetian Sparkle, Global Ambition, and Wine Tourism

In a region where history clings to the landscape as richly as the wines themselves, Bottega S.p.A. has carved out a distinctly modern identity. While many northern Italian producers lean heavily on medium aevum origins, Bottega’s rise is decisively contemporary.

Instantly recognizable worldwide, Bottega has become synonymous not only with quality sparkling wine, but with its iconic metallic bottles: gold, rose-gold, platinum, and white, designed to capture attention in an increasingly visual wine culture. Distributed in over 150 countries, the brand stands today as one of Italy’s most visible ambassadors of Italian sparkling wine and contemporary lifestyle branding.

Tasting Notes and Pairing

Bottega Rose Gold Brut

Crafted from Pinot Noir, this wine opens with an expressive bouquet of mixed berries, currants, and wild strawberries, layered with delicate floral notes.

On the palate, it is fresh, supple, and finely structured, offering vibrant red fruit flavours supported by balanced acidity and a refined, persistent finish.

It is perfect as an aperitif and pairs effortlessly with vegetarian and fish-based dishes, sushi, and crudités, while also complementing white meats, soft or aged cheeses, and light, fruit-forward desserts. This is a sparkling wine designed for celebration without compromise.

Bottega White Gold Venezia

This wine offers a more linear, mineral-driven expression, wrapped in a polished white-metal bottle that signals elegance before the cork is even pulled. Aromatically, it leans toward white flowers, citrus zest, subtle mineral notes, and a delicate brioche nuance.

The palate is precise and structured, with bright acidity and flavours of lemon curd, green apple, chalk, and delicate pastry notes.

This wine shines as an aperitif and pairs beautifully with seafood, shellfish, risotto, grilled fish, and lighter poultry dishes. Its freshness and restraint make it a sophisticated choice for extended holiday meals and refined entertaining.

Bottega Mini Sparkling Icebag Set

The Bottega Mini Sparkling Icebag Set, featuring Gold, Rose Gold, Vino dei Poeti Prosecco, and Petalo Moscato, represents one of Bottega’s most successful modern innovations. These mini bottles are chic, portable, and impeccably styled, perfectly aligned with contemporary gifting and entertaining trends, making them ideal hostess gifts.

Wine Tourism in 2025

Bottega’s hospitality and tourism initiatives reflect broader shifts shaping global wine tourism in 2025, where immersive storytelling, design-forward spaces, and cultural engagement now define luxury.

Experiences include:

Guided winery tours exploring sparkling wine production, distillation heritage, and vineyard landscapes

The “Bottega Wine & Art” concept, where curated art installations position the winery as a cultural destination blending wine, design, and craftsmanship

Gastronomic tastings and pairings rooted in Veneto’s culinary identity, featuring local cheeses, seafood, and seasonal specialties

High-visibility travel retail experiences extending wine tourism into airports, cruise lines, and luxury hotels worldwide

Bottega in 2025: A Sparkling Holiday Essential

As sparkling wine continues its global rise and wine tourism evolves into a fully immersive lifestyle experience, Bottega S.p.A. occupies a compelling space between tradition and modernity. Its wines offer freshness and precision, its bottles deliver undeniable theatre, and its Venetian-rooted identity provides authenticity. For the holidays and into 2026, Bottega proves that bubbles, substance, and style can exist in perfect balance.