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The growing wine tourism market

““One trend holds true across the world,” said Mariëtte du Toit-Helmbold, CEO of Destinate, a destination and tourism marketing agency. “People want to travel despite the uncertainties, and want to connect deeply with the places they visit.” She said people want to know what’s in the food they eat, and want to understand the people behind the brand. “Travel by millennials is on the rise and the trend is global. Almost 60% of them travel with friends. Speed, adventure and bragging rights are incentives for millennials, who also value the ability to make spontaneous decisions on holidays.” Gastronomy is crucial to this group. “We have a new breed of food-conscious traveller. They are eating and sipping their way through destinations, and food is becoming the lens by which people learn about place.””

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The growing wine tourism market