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IVES 9 IVES Conference Series 9 OIV 9 OIV 2025 9 Elevating value: favourable value chains and resilient business model 9 The evolution of wine tourism: trends, challenges and opportunities for the future

The evolution of wine tourism: trends, challenges and opportunities for the future

Abstract

The wine tourism industry has experienced significant transformation over the past years, accelerated by the COVID-19 pandemic. Based on international qualitative and quantitative surveys conducted at Geisenheim University, this paper highlights key developments, strategies, and challenges shaping the sector. A major shift includes the expansion of target audiences beyond traditional wine lovers to those seeking food, nature, and cultural experiences. Sustainability has emerged as a priority, though many wineries face resource and knowledge gaps. New trends such as sports, wellness activities, and motorhome tourism offer growth opportunities, while urban wine tourism is expanding access to broader demographics. Food experiences, scenic landscapes, and outdoor activities further enhance the appeal of wine regions. Digitalization, including CRM, online tastings, and VR/AR technologies, is reshaping visitor engagement. However, limited sustainable transport options remain a challenge. Overall, wineries that embrace sustainability, innovation, and diversified experiences will be best positioned for future success.

Die Entwicklung des Weintourismus: Trends, Herausforderungen und Chancen für die Zukunft

Abstrakt. Der Weintourismus hat in den vergangenen Jahren tiefgreifende Veränderungen erfahren, die durch die COVID-19-Pandemie zusätzlich beschleunigt wurden. Basierend auf internationalen qualitativen und quantitativen Erhebungen der Hochschule Geisenheim University zeigt dieser Beitrag zentrale Entwicklungen, Strategien und Herausforderungen im Sektor auf. Eine wesentliche Veränderung ist die Erweiterung der Zielgruppen über klassische Weinliebhaber hinaus hin zu Gästen, die kulinarische, landschaftliche und kulturelle Erlebnisse suchen. Nachhaltigkeit gewinnt an Bedeutung, während viele Weingüter noch mit fehlenden Ressourcen und Wissen kämpfen. Neue Trends wie Sport- und Wellnessangebote sowie Wohnmobiltourismus eröffnen Wachstumspotenziale, ebenso wie der Ausbau des urbanen Weintourismus. Kulinarische Angebote, landschaftliche Attraktivität und Outdoor-Aktivitäten steigern zusätzlich die Anziehungskraft der Weinregionen. Die Digitalisierung – etwa durch CRM-Systeme, Online-Weinproben und VR/AR-Technologien – verändert die Besucheransprache nachhaltig. Herausforderungen bestehen weiterhin bei der nachhaltigen Mobilität. Insgesamt werden jene Weingüter langfristig erfolgreich sein, die auf Nachhaltigkeit, Innovation und vielfältige Erlebnisse setzen.

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DOI:

Publication date: September 22, 2025

Issue: 46th World Congress of Vine and Wine

Type: Oral

Authors

Gergely Szolnoki1

1 Hochschule Geisenheim University, Institute of Wine and Beverage Business, Von-Lade-Str. 1, 65366 Geisenheim / Germany

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Tags

IVES Conference Series | OIV | OIV 2025

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