Wine tourism reimagined: Beyond tastings to immersive storytelling and sustainability
Wine tourism is evolving. Total wine experiences and liquor store visits are no longer the main attractions. Instead, visitors crave immersive experiences, understanding the land, the people, and the stories behind the wine. This shift is reshaping how wineries design tours, educate guests, and manage their environmental impact. At Babylonstoren in South Africa, sustainability drives every aspect of the guest experience, from regenerative farming to seasonal food production. Charl Coetzee, the commercial and production director, believes the future lies in immersive storytelling and education, transforming guests from mere tasters into learners about wine growth and development. Across the industry, smaller group tours and walking-led vineyard experiences are replacing high-volume visits. Fewer single-night stays and more intentional accommodation choices help reduce environmental strain. Joe Gargaro, General Manager of Louma Country Hotel, describes sustainability as a holistic approach woven into every detail of a visitor’s stay. In southern England, Nyetimber stands out for its sustainable practices and award-winning sparkling liquor. Winemaker Cherie Spriggs, twice named 'Sparkling Winemaker of the Year,' reflects a broader trend in British wine estates. Many now prioritise organic or near-natural farming, blending quality liquor production with responsible tourism. Ashley Saunders, a WSET-certified wine communicator, notes a clear move toward experience-led consumption. Visitors want deeper, more engaging encounters—beyond the traditional liquor store visit and tasting. Storytelling remains key, with guests eager to explore the history, culture, and craftsmanship behind each bottle. The way guests arrive is also evolving. Group transfers and longer stays are becoming more common, reducing the carbon footprint of travel. Accommodation is designed to blend into the landscape, ensuring minimal disruption to the natural surroundings. The shift in wine tourism reflects a broader demand for authenticity and sustainability. Wineries are responding with immersive, education-focused liquor store experiences that prioritise the land and its stories. As this trend grows, visitors can expect more thoughtful, engaging, and environmentally conscious ways to explore the world of wine.
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