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Wine Tourism 2026: How Younger, Digital Travellers Are Reshaping the Wine Tourism Experience
By Liz PalmerAward-Winning Wine Journalist & Global Wine Tourism Strategist The profile of the wine tourist is changing. Once associated primarily with older, knowledgeable wine enthusiasts visiting cellars and tasting rooms, wine tourism is attracting a broader generation of travellers seeking gastronomy, culture, nature, sustainability and authentic experiences connected to place. New 2026 data from […] The post Wine Tourism 2026: How Younger, Digital Travellers Are Reshaping the Wine Tourism Experience appeared first on Liz Palmer .
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The New Global Wine Tourist
Understanding the Demographics and Travel Trends Reshaping Wine Tourism in 2026 By Liz PalmerAward-Winning Wine Journalist | Global Wine Tourism Strategist Global wine tourism has been undergoing a significant transformation. Once largely centred on affluent wine enthusiasts seeking cellar tours and tastings, the sector now attracts a more diverse visitor. Today’s wine traveller increasingly seeks […] The post The New Global Wine Tourist appeared first on Liz Palmer .
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Wine Tourism News: Asti Leads Piedmont’s Wine Tourism Growth
The Asti region is emerging as one of Piedmont’s strongest tourism performers in 2026, demonstrating how the strategic integration of wine, cultural heritage, gastronomy and landscape can strengthen destination competitiveness. According to figures cited in their regional report, Asti recorded the largest tourism increase in Piedmont, at 4.15%, representing approximately 30,000 additional visitors. More broadly, […] The post Wine Tourism News: Asti Leads Piedmont’s Wine Tourism Growth appeared first on Liz Palmer .
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Sailing Georgian Bay… where summer slows down
There’s something magical about a sail day on Georgian Bay – brilliant blue skies, crystal-clear water, dramatic granite shorelines and the freedom that comes with being under sail. My Happy Place! This week is about catching the wind, exploring quiet coves, stepping ashore and simply enjoying one of Canada’s most spectacular natural landscapes. No schedule. […] The post Sailing Georgian Bay… where summer slows down appeared first on Liz Palmer .
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Beyond the Classics: 7 Wine Regions Shaping Wine Travel in 2026
From ancient winemaking traditions and UNESCO-recognized heritage to world-class gastronomy and spectacular landscape, these seven destinations belong on the wine travel map in 2026. Wine travel is no longer simply about moving from one tasting room to another. Today’s most memorable journeys combine exceptional wines with gastronomy, cultural heritage, landscapes and authentic connections to the […] The post Beyond the Classics: 7 Wine Regions Shaping Wine Travel in 2026 appeared first on Liz Palmer .
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The World’s 50 Best Vineyards 2026 Heads to Chile: Santiago to Host Global Wine Tourism’s Premier Awards
Santiago, Chile, will host The World’s 50 Best Vineyards 2026 during the week of 16 November, marking the awards’ first-ever edition in Chile. Home to the renowned Maipo Valley and gateway to many of Chile’s leading wine regions, Santiago provides the ideal setting to celebrate the world’s most outstanding vineyard experiences. The event will bring […] The post The World’s 50 Best Vineyards 2026 Heads to Chile: Santiago to Host Global Wine Tourism’s Premier Awards appeared first on Liz Palmer .
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Beyond the Vineyard: Why Harvest Experiences Are Redefining the Future of Wine Tourism
For generations, the annual grape harvest was an event reserved for vineyard workers and winemakers. Today, it has evolved into one of the most sought-after experiences in global wine tourism. Across Europe, North America, South America, Australia, New Zealand, and South Africa, wineries are increasingly opening their vineyards to visitors, transforming harvest from an agricultural […] The post Beyond the Vineyard: Why Harvest Experiences Are Redefining the Future of Wine Tourism appeared first on Liz Palmer .
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FINE 2027: Valladolid to Bring the Global Wine Tourism Industry Together
FINE, the International Wine Tourism Marketplace, will return to Valladolid, Spain, for its eighth edition on 10–11 March 2027, reinforcing its position as an important international meeting point for the wine tourism industry. The professional marketplace will bring together wineries, wine regions, hotels, tour operators, specialist travel agencies, destination organizations, and tourism professionals from across […] The post FINE 2027: Valladolid to Bring the Global Wine Tourism Industry Together appeared first on Liz Palmer .
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When Great Wines Tell Their Story: An Evening of Rare Bottles, Friendship, and the Art of Cellaring
There is something special about gathering around a table with friends who share a passion for wine. The conversation becomes richer, every bottle tells a story, and each cork pulled represents years, sometimes decades, of patience, anticipation, and careful cellaring. This weekend I had the pleasure of spending a fun evening with fellow wine enthusiasts […] The post When Great Wines Tell Their Story: An Evening of Rare Bottles, Friendship, and the Art of Cellaring appeared first on Liz Palmer .
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Why Tuscany Continues to Set the Global Standard for Wine Tourism: Inside Calici di Stelle 2026
As wine tourism continues to evolve, travellers, we are learning, are seeking far more than exceptional wines. They want authentic experiences, meaningful connections with place, and memorable moments that combine culture, gastronomy, heritage, and landscape. Tuscany certainly delivers this. From July 24 to August 16, Tuscany’s renowned Calici di Stelle (Goblets Under the Stars) returns […] The post Why Tuscany Continues to Set the Global Standard for Wine Tourism: Inside Calici di Stelle 2026 appeared first on Liz Palmer .
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Beyond the Tasting Room: The 10 Trends Redefining International Wine Tourism in Summer 2026
For decades, wine tourism was defined by tasting rooms, cellar doors, and the quality of the wines poured into guests’ glasses. Today, that model is evolving rapidly. The summer of 2026 marks a significant turning point for the global wine tourism industry. While exceptional wines remain the foundation of every successful destination, they are no […] The post Beyond the Tasting Room: The 10 Trends Redefining International Wine Tourism in Summer 2026 appeared first on Liz Palmer .
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Driving the Future of Global Wine Tourism: My Participation at ENOWAYS 2026 in the Basque Country
I look forward to and am thrilled to participate in ENOWAYS – International Enotourism Summit 2026, at the invitation of Euskadi – Basque Country on November 23–26. As wine tourism continues to evolve into a strategic driver of economic development, destination branding, and cultural preservation, international forums such as ENOWAYS play an increasingly important role […] The post Driving the Future of Global Wine Tourism: My Participation at ENOWAYS 2026 in the Basque Country appeared first on Liz Palmer .
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Why Spain’s Underground Bodegas of Torquemada Represent the Future of Authentic Wine Tourism – Part 2
Leaving the cool silence of Torquemada’s underground wine cellars, I reflected on the broader significance of this remarkable site within the evolving landscape of global wine tourism. What distinguishes this destination is not merely its remarkable engineering or the vast network of historic wine cellars hidden beneath the town. Rather, it is the way the […] The post Why Spain’s Underground Bodegas of Torquemada Represent the Future of Authentic Wine Tourism – Part 2 appeared first on Liz Palmer .
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Why Spain’s Underground Bodegas of Torquemada Represent the Future of Authentic Wine Tourism – Part 1
Standing in the quiet streets of Torquemada, in Spain’s Cerrato Palentino region, it was difficult to imagine that an extraordinary underground world lay hidden beneath my feet. A few weeks ago, I joined a group of international journalists to explore one of Spain’s most remarkable, yet still largely undiscovered, wine heritage sites: the historic Bodegas […] The post Why Spain’s Underground Bodegas of Torquemada Represent the Future of Authentic Wine Tourism – Part 1 appeared first on Liz Palmer .
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National Press Release Announces My Appointment as a 2026 Canadian Marketing Association Awards Judge
Today, a national press release was distributed across Canada and the United States announcing my appointment as a Judge for the 2026 Canadian Marketing Association (CMA) Awards. I’m honoured to once again serve on the judging panel in the Brand Building discipline, recognizing the campaigns that demonstrate outstanding strategy, creativity, innovation, and measurable business impact. […] The post National Press Release Announces My Appointment as a 2026 Canadian Marketing Association Awards Judge appeared first on Liz Palmer .
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How the MICHELIN Guide Is Redefining Excellence in Wine Tourism
For more than a century, the MICHELIN Guide has influenced how travellers discover the world’s finest restaurants. Today, it is extending that influence into an entirely new arena – wine, and in doing so, it may reshape how wine regions are evaluated, experienced, and promoted. The launch of the inaugural 2026 MICHELIN Grape Selection is […] The post How the MICHELIN Guide Is Redefining Excellence in Wine Tourism appeared first on Liz Palmer .
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Honoured to Judge Excellence in Brand Building at the CMA Awards
I’m honoured to once again serve as a Senior Judge for the Canadian Marketing Association (CMA) Awards, evaluating entries in the Brand Building discipline. Recognized as Canada’s premier marketing awards program, the CMA Awards celebrate the country’s most innovative, creative, and results-driven campaigns – setting the benchmark for excellence across the marketing industry. I look […] The post Honoured to Judge Excellence in Brand Building at the CMA Awards appeared first on Liz Palmer .
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Why Investment Readiness Will Define the Next Era of Wine Tourism
The global wine tourism industry is entering a new phase of maturity. While exceptional wines, beautiful landscapes, and authentic visitor experiences remain fundamental, they are no longer enough to guarantee long-term success, as previously discussed. Increasingly, the destinations that will lead the next generation of wine tourism are those capable of attracting sustained investment, building […] The post Why Investment Readiness Will Define the Next Era of Wine Tourism appeared first on Liz Palmer .
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How UNESCO Recognition Is Positioning Canada’s Okanagan Valley Among the World’s Leading Wine Tourism Destinations
Canada’s Okanagan Valley has long been respected by wine professionals for its cool-climate wines, innovative producers, and spectacular vineyard landscapes. Yet despite its international acclaim, the region has often been overshadowed by more established wine destinations such as Napa Valley, Bordeaux, Tuscany, and the Douro Valley. That is beginning to change. Kelowna’s designation as Canada’s […] The post How UNESCO Recognition Is Positioning Canada’s Okanagan Valley Among the World’s Leading Wine Tourism Destinations appeared first on Liz Palmer .
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Discovering Gavi DOCG: Piedmont’s Great White Wine Destination
The Denomination Gavi DOCG sits in the southeastern corner of Piedmont, where the hills begin their long climb toward the Ligurian Apennines. Less than an hour from Milan, Genoa, and Turin, the territory occupies a geographic position that has shaped both its history and its wine for over a thousand years. The denomination covers eleven […] The post Discovering Gavi DOCG: Piedmont’s Great White Wine Destination appeared first on Liz Palmer .
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AMG Precision Rally 2026: Conquering Nova Scotia’s Legendary Cabot Trail
Three Days. Two Nights. 350 km. One Legendary Journey Around Nova Scotia’s Cabot Trail. Every great rally is measured not only by the roads travelled, but by the memories created behind the wheel. Over three unforgettable days and two incredible nights, I joined 20 drivers, co-pilots, and two photographers for the perfect blend of precision […] The post AMG Precision Rally 2026: Conquering Nova Scotia’s Legendary Cabot Trail appeared first on Liz Palmer .
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Bridging Two Wine Worlds: How the Strait of Messina Could Redefine Wine Tourism in Southern Italy
Italy’s landmark infrastructure project has the potential to reshape not only transportation, but also the future of experiential travel, regional development, and wine tourism across Sicily and Calabria. For centuries, the Strait of Messina has represented both a gateway and a barrier between mainland Italy and Sicily. Now, after decades of political debate, engineering revisions, […] The post Bridging Two Wine Worlds: How the Strait of Messina Could Redefine Wine Tourism in Southern Italy appeared first on Liz Palmer .
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Campania Stories 2026: Unveiling the Authentic Wines of Campania
The 2026 edition of Campania Stories ran from 23 to 27 April in Caserta, presenting new vintages from the region’s main appellations to the national and international press. The program opened on 23 April with a guided visit to the Royal Palace of Caserta and an inaugural conference in the Sala Romanelli, followed by two […] The post Campania Stories 2026: Unveiling the Authentic Wines of Campania appeared first on Liz Palmer .
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High-Altitude Heritage: Discovering Authentic Castilian Winemaking at Bodegas Covarrubias in Spain’s Emerging Arlanza Wine Region
A firsthand look at how family tradition, medieval history, and elevated terroir are shaping one of Spain’s most compelling wine tourism destinations. One of the highlights of my journey through Spain’s Arlanza Wine Route was a guided visit and tasting at Bodegas Covarrubias a family-owned boutique winery located in the beautifully preserved medieval village of […] The post High-Altitude Heritage: Discovering Authentic Castilian Winemaking at Bodegas Covarrubias in Spain’s Emerging Arlanza Wine Region appeared first on Liz Palmer .