What is wine tourism? An expert shares how it’s changing the way we vacation

Expert Shalini Singh shares tips, top destinations and timing advice for planning unforgettable vineyard experiences worldwide.

Wine tourism is no longer just about tasting a few local vintages. I was planning a European itinerary and realised that vineyards, cellar doors and wine tasting events now form a natural part of the modern holiday. Curious to understand this shift, I spoke to wine marketing and tourism consultant Shalini Singh, who has been working across Europe’s leading wine regions and has helped wineries craft immersive experiences for travellers.

From tasting rooms to lifestyle experiences

Savouring wine with culture, cuisine, and scenic vineyards, modern wine tourism turns a simple tasting into an immersive, unforgettable holiday. (Shalini Singh)

By Neha Ravi Khandelwal

Neha Khandelwal
Content Lead, HT Travel | Travel & Lifestyle Journalist
With over 10 years of content writing experience, Neha Khandelwal is a lifestyle journalist and the Content Lead at HT Travel. She specialises in destinations, hotels, aviation, luggage, travel gear, and practical guides that help readers plan smarter and travel better. Her work combines first-hand experience, expert insights, and extensive research to create stories that are informative, useful, and easy to follow.

Career Journey & Experience
Neha began her writing career as a freelance journalist in 2010 before entering mainstream media with The Times of India in 2022. She later joined Hindustan Times, where she has written extensively across travel, lifestyle, home, and consumer trends. Her professional background extends beyond journalism. Before moving into digital media full-time, she spent nearly a decade in interior design, managing residential projects from concept to execution. She also trained in visual merchandising with Shoppers Stop and Pantaloons and worked with women-led startups across design and operations. These experiences continue to shape her storytelling, especially in how she evaluates hotels, design-led stays, hospitality spaces, and travel experiences.

A naturally curious learner, Neha has completed beginner certifications in pottery, scuba diving, baking, creative writing, and other creative pursuits. She has read more than 2,000 books, trained in Bharatanatyam for 8 years, and ghostwritten a book on Ladakh tourism.

Subject Expertise
Travel is at the heart of Neha's work. She covers destinations, hotels, airlines, luggage, packing strategies, travel accessories, and emerging travel trends through a mix of reporting, product testing, and conversations with industry experts. A frequent traveller herself, she approaches every trip with a journalist's curiosity and a planner's mindset, focusing on experiences that readers can realistically recreate. From choosing the right cabin bag to decoding hotel openings and destination trends, her writing prioritises practical advice over promotional claims. Her background in interior design also gives her a distinct perspective on architecture, hospitality design, boutique hotels, luxury stays, and thoughtfully designed spaces.

Education & Professional Background
Neha holds a Master's degree in Interior Design. Her early experience in interior design, visual merchandising, and design operations gives her a unique understanding of aesthetics, functionality, and user experience, adding depth to her coverage of hotels, resorts, and travel spaces.

Editorial Philosophy
"As an avid, research-driven traveller, my goal is simple. To answer the questions you actually have before booking a trip. I cut through the promotional noise with honest reporting and expert insights. Making travel planning seamless, smart, and reliable so you always know where to go next."

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Wine tourism has grown far beyond its roots. Singh explains that it has always been more than just sampling wine but now the focus has expanded to cultural immersion, gastronomy and authentic storytelling. Modern travellers look for sustainability, family-friendly activities and experiences that connect them to the land and people. In Italy and Spain, for example, wine tourism now includes culinary tours, local history and even archaeological sites alongside traditional tastings.

Non-wine elements have become central to the experience. Wine and wellness retreats combine spa sessions and vineyard walks. Vineyard architecture draws travellers fascinated by design. Local gastronomy complements the wines, with chefs creating pairings that elevate the visit. Singh also notes that awards such as the Great Wine Capitals recognise family-friendly wine tourism, proving that immersive experiences are now a key draw.

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Immersive stays and agri-tourism

Travellers are increasingly choosing to stay on-site at vineyards instead of nearby hotels. Boutique farm stays and luxury châteaux let guests live the wine lifestyle fully. Singh points out that these immersive stays satisfy the modern wine tourist’s desire for authenticity and a closer connection to producers and the land.

Bespoke itineraries and private wine consultants help plan longer stays that mix wine tastings with cultural and outdoor activities. Planning these trips carefully ensures every moment is meaningful and enjoyable.

Immersive experiences that go beyond just wine tasting!

Underdog wine regions to explore

For those seeking unique experiences, underdog destinations offer exceptional value and discovery. The expert recommends the following:

• Georgia for its indigenous grape varieties
• Bulgaria for emerging wine regions
• Chile for striking landscapes and boutique wineries
• Luxembourg for hidden, high-quality vineyards
• Greece for authentic family-run estates
• Northeast Italy, including the Dolomites, for mountain wines
• Lesser-known South of France regions beyond Provence
• United Kingdom for its crisp sparkling wines and sustainable vineyards
• India, for its evolving wine tourism scene centred around Nashik and Nandi Hills.

These destinations combine authenticity with fewer crowds, allowing travellers to connect with winemakers and enjoy distinctive wines.

Tips for a perfect wine holiday

Planning a luxury wine getaway requires careful attention to detail. Shalini Singh suggests:

• Avoid overbooking. Two wine tastings a day are usually enough to enjoy the full experience.
• Book ahead. Many wineries do not accept walk-ins, and the winemaker often leads tastings.
• Arrange transport. Zero alcohol tolerance rules in Europe make transfers or private drivers essential.
• Mix winery sizes. Visiting small, medium and large producers gives a richer perspective on the region.

Timing your visit

Choosing the right month can enhance the experience. Singh shares that post-harvest months of October and November are ideal for western Europe’s coastal regions and mainland wineries, while April and May suit island wine destinations for sun and beach activities. New Zealand wine regions are best visited in February, when the weather is perfect for hiking and exploring. Bordeaux offers city-based wine tourism almost all year round, except December when many wineries close for the holidays.

Bespoke itineraries can help tailor the timing based on wine and non-wine activities, ensuring travellers experience each region at its best.

Global growth and trends

Global interest in vineyard experiences is steadily rising. The Global Wine Tourism Report 2025 by Geisenheim University shows that travellers increasingly seek destinations combining local culture, gastronomy and sustainability, reflecting Singh's observations.

Looking ahead

The future of wine tourism is moving towards personalised, culturally immersive experiences. Singh emphasises that it is not just technology, sustainability or emerging wine styles that will change the experience, but a combination of storytelling, accessibility and thoughtfully curated trips. Global recognition, including discussions at the UN wine tourism conference, highlights how this sector is becoming an essential part of luxury lifestyle travel.

Plan your next wine-cation

Wine tourism today is an opportunity to combine culture, gastronomy and relaxation in a single immersive trip. Shalini sums it up simply: “Modern wine travellers want connections, authenticity and experiences they remember long after the bottle is empty.”

With careful planning, attention to timing and an eye for hidden gems, a wine holiday can become a truly unforgettable lifestyle experience.

Reference: Global Wine Tourism Report 2025 by Geisenheim University

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