Beyond the vine: What today’s wine tourist is really looking for

A public more and more diversified Ask a winery visitor why they’ve come, and the first response from both the casual drive-by to well-travelled aficionados will most likely be: well, the wine. But with a bit more time, we quickly start to see how many different factors are drawing people to wine tourism. It’s thus incumbent upon the industry to dig past that first answer, to better understand how to meet the needs of the growing number of visitors to spend their vacation time in our vineyards and cellars. It’s crucial to understand the profile of visitors and know what draws them to a winery:...