Wine tourism between sustainability and innovation

The wine tourism market is constantly evolving, with tourists becoming more and more demanding and looking for products, services, and experiences capable of satisfying their needs. All the players involved -destinations, industry associations, supply chain operators – are called upon to give an adequate response by focusing on innovation and sustainability. Innovation means creating new connections: with the rural landscape, emphasizing identity, values, traditions, and links with aspects of the social and economic life of these places; with culture, creating new pairings with history, art, design, music, and thus enriching the tourist’s experience with meaning; with wellness, through outdoor experiences (bike tours, e-bikes, mountain biking, wine and taste treks) and activities for relaxation and immersion in nature; and finally, with digital, taking advantage of new technologies (metaverse, augmented reality) to create a never-ending and immersive experience. The future of wine tourism also lies in environmental and especially social sustainability. Wineries can and must adjust their offer to enrich the experience lived by the tourist.