""Five to ten years ago, sustainability was often limited to buzzwords or isolated practices," he says. "Today, it is holistic, intentional, and deeply embedded into every aspect of the visitor experience.""
""There's been a real move towards experience-led consumption," says Ashley Saunders, WSET-certified wine communicator and founder of Palate. "Many wineries are now offering deeper, more holistic experiences that go beyond traditional tours and tastings, with food, accommodation, and immersive on-site experiences playing a much bigger role.""
""Wine tourism feels more thoughtful and curated," Saunders adds. "Experiences are designed to feel authentic, sustainable, and closely connected to place, really bringing the idea of terroir to life.""
Sustainable wine tourism increasingly emphasizes how estates farm their land, design guest experiences, and immerse visitors in vineyard rhythms rather than relying solely on cellars or rare bottles. Environmental responsibility enhances indulgence through regenerative farming, local storytelling, and curated hospitality. Wineries are shifting from transactional tasting-room visits to slower, narrative-driven encounters that integrate food, accommodation, and immersive on-site activities. Storytelling connects visitors with land, people, and practices and animates terroir. Sustainability is becoming holistic, intentional, and embedded across every aspect of the visitor journey. Examples from the Cape Winelands, southern England, and estates like Babylonstoren illustrate this experiential trend.
Read at Elite Traveler
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