Experience tourism has shifted from being solely about leisure to becoming a deeper, more purposeful journey.

What once revolved around sightseeing and ticking off landmarks has evolved into immersive encounters with local culture, authentic activities, and meaningful connections. Today’s travelers aren’t just visiting—they’re seeking to live the destination.

This evolution reflects the growing demand for personalized and authentic experiences that stray from mass tourism products. Tourists are looking for interaction with local communities, learning traditional skills, participating in local festivities, and understanding the cultural and historical context of the area.

Wine tourism is a perfect example of experience tourism. It is not just about visiting a winery and tasting wine but involves participating in the harvest, learning about the winemaking process, meeting the winemaker, enjoying a meal paired with views over the vineyards, and more. All these activities offer an immersive and enriching experience, connecting tourists with the wine culture, nature, and local community.

Wine tourism is popular in wine regions around the world, including France, Italy, Spain, California, Chile, Argentina, and Australia, among others, and it is becoming increasingly popular as it allows travelers to explore the history, tradition, and culture associated with wine production while enjoying beautiful rural landscapes and unique culinary experiences.

Accommodations related to wine tourism typically include a variety of options ranging from boutique hotels and charming inns located near vineyards and wineries to stays in rural houses and agritourisms within the wineries themselves.

These accommodations offer additional experiences that complement vineyard visits, such as private wine tastings, guided tours of vineyards, cooking classes focusing on wine pairings, and outdoor activities like hiking and cycling through the grape fields. These experiences have evolved over time, becoming increasingly complex and sophisticated, always seeking differentiation, as well as repeated choices from tourists.

Key Wine Tourism Countries in the World

We must mention European countries as the origin of this marriage between wine and tourism, particularly those situated in the southwest of the continent, where four of the world’s main wine tourism destinations are located: Portugal, France, Italy, and Spain. Interestingly, the latter three are also the leading producers and exporters of wine globally and have been for decades, highlighting a strong winemaking tradition that dates back to Phoenician times.

The United States ranks as the fourth largest wine producer in the world and is a leader in consumption. A recent study also highlights its leadership in the active participation of the wine industry in wine tourism, with over 90% of wineries involved.

What’s Happening in South America?

Wine tourism in Latin America has experienced significant growth, driven by the high quality of its wines, the beauty of its landscapes, and the development of attractive tourism offerings. This growth generates employment, fosters local economic development, and preserves heritage. Beyond Mendoza and Chile, which are traditional destinations, countries like Uruguay, Peru, and Brazil are showing increasing interest and development, with prominent wine regions.

Some examples include: In Uruguay, the Canelones region and the Carmelo area, along the banks of the Río de la Plata, are known for producing Tannat, the country’s flagship grape variety. In Peru, the Ica Valley is the primary wine tourism destination, with wineries like Tacama and Santiago Queirolo producing high-quality wines and piscos. Lastly, in Brazil, the Vale dos Vinhedos region in Rio Grande do Sul is recognized for producing sparkling and red wines made from Merlot and Cabernet Sauvignon grapes.

The future looks promising, focused on authentic and sustainable experiences, with responsible practices and community collaboration. Regional cooperation, exemplified by initiatives like the Southern Wine Route, further strengthens this sector as a driver of development and cultural integration.

Read the full story here

Diego Rodriguez, Managing Director, Buenos Aires

drodriguez@horwathhtl.com