Close by, both geographically and strategically, is India, with multimillion-dollar investments in infrastructure that connect Indian wine tourists from the major cities to the producing region of Nashik. Trains and motorways now allow wine tourists to enjoy the vineyards, restaurants and hotels that have been springing up in the wineries at weekends. Wine tourism is showing annual growth of over 14% in Nashik, now known as the Wine Capital of India, thanks to its growing connectivity with Mumbai, 180 km away, and Pune, 200 km away.

Mexico is regaining the importance and splendour it had as a wine producer 500 years ago, and vineyards now extend across 17 states. The Mexican Wine Council has just set up a wine tourism commission for its strategic plan. In Mexico, domestic wine tourism and national wines are in fashion: 31% of the wine consumed in the country is locally produced, and a large share of sales takes place directly at the wineries, most of which have a wine bar and restaurant, along with a sophisticated and well-structured range of food and wine experiences led by the producers.

China, India and Mexico are three examples of how immersive wine tourism experiences have become the best tool for promotion, education and responsible consumption, turning societies that are culturally and historically disconnected from wine heritage into exponentially growing consumer markets.

Other emerging wine and gastronomy tourism destinations are found in smaller countries that already attract thousands of tourists every year for their beaches and exotic landscapes, such as Bali.

Although the wine industry has been established on the island since 1994 thanks to Hatten Wines, it is in the last decade that both the industry and the wine tourism experiences around it have consolidated. The climate and the edaphic conditions—volcanic soils—mean that Bali has two harvests a year, allowing visitors to enjoy repeated grape harvest experiences.

The United States, where California—without losing its hegemony—now shares the spotlight with new protagonists. Within the state, the Lodi Valley has revived the model of walk-in tastings at affordable prices, around 16 dollars, aimed at younger audiences. Beyond California, Texas is reclaiming its historical value as a wine-producing region (vitis vinifera was introduced for the first time in present-day U.S. territory via the Camino Real from Santa Fe) and as an outstanding wine tourism destination, particularly in Texas Hill Country and along Route 290.

Chile and Argentina remain the great strongholds of wine tourism in the Southern Cone, without forgetting Uruguay and its increasingly consolidated wine tourism offering, which has also been successfully combined with its beaches, such as those in Punta del Este.

And attention is now turning to new destinations such as Colombia, thanks to the 360-degree experience offered by Viña Sicilia in the Department of Cauca, or the effort to recover historic productions—documented since the 16th century—and heritage grape varieties in Peru, where pisco- and wine-related experiences are the finishing touch of a national strategy to position the country as a gastronomic destination in recent decades.

Argentina is the only country capable of rivaling the Chinese giant when it comes to real-estate investment projects built around landscape, culture and wine production. A pioneer in this field—that of the “wine resident”—Mendoza, and especially the Uco Valley, offers an unparalleled portfolio for anyone who dreams of living among vineyards and taking part in the production of a personalised wine right from their own home.

Chile, beyond its most important and renowned valleys—such as Colchagua, rich in wineries, boutique hotels, signature wines and fine-dining restaurants—holds a unique eno-astro-tourism experience. Further north, in mountain foothills and at more than 2,000 metres above sea level, the Elqui Valley is a destination not only to taste but also to observe: by day, but especially by night, with its hillsides and pristine skies where the Magellanic Clouds can be seen with the naked eye… with a glass of good wine in hand.

The wine tourism offering of Australia and New Zealand has always been aligned with the goal of attracting younger domestic audiences and new consumers. New Zealand, with Marlborough as the favourite destination and Sauvignon Blanc—soon to become the preferred variety of younger generations and consumers thanks to the song on Rosalía’s latest album—flying the flag. Touring all of its wine-producing regions is possible through the Classic New Zealand Wine Trail, with additional stages in Northland and Canterbury, the epicentre of the country’s most sustainable and innovative wineries and experiences.

In Australia, Barossa Valley with its Barossa Cheese and Wine Trail, Margaret River, Yarra and McLaren Vale continue to be the preferred wine destinations for Chinese tourists visiting the country, with sustained annual growth of around 20% in recent years. Chinese investments in the Australian wine industry are generating a boom in this source market: one million Chinese travellers visit Australia annually and, although urban tourism remains the largest segment, an increasing number are visiting one or more Australian wine regions and wineries.

If there is one area where the wine tourism map has changed the most, it is in the global expectations of all those who plan their holidays or getaways around wine and its culture.

Entertainment, enjoyment, feeling like the protagonist of unique moments, connection with nature while savouring wine in moderation and tasting local cuisine are now non-negotiables. Being present in the moment, interacting with local communities and living “like a local”—these are the new expectations of the conscious wine traveller, regardless of the chosen wine destination, whether emerging or traditional.

Author: Zaida María Semprún Gómez Segura

International Wine Tourism Expert