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The 2025 World Wine Tourism Conference, jointly hosted by the Global Wine Tourism Organization (GWTO) and the Yantai Municipal People's Government, was held with great fanfare. The event attracted over 300 delegates from more than 20 countries and regions across five continents, including leading figures in the global wine industry, heads of international organizations, top scholars, industry leaders, and authoritative media representatives. Together, they explored the future and development of wine tourism. During the conference, Yantai was awarded the "International Responsible Wine Tourism Destination Certification," recognizing its global leadership in wine ecology protection, service standardization, and sustainable cultural development. Meanwhile, the Penglai region received the "Global Outstanding Coastal Wine Tourism Destination" certification, further elevating China's status on the global wine map and setting a new benchmark for the development of wine tourism in the country. Behind these honors lies the strong desire and vibrant momentum of China's wine-producing regions to develop their tourism economies.

However, as "winery tours" become a buzzword once again, the China Wine News reporter couldn't help but ponder: What is the essence of the "travel" and "experience" that consumers seek when they journey far into wine regions? And how should the industry define a truly responsible wine tourism experience when "wine and tourism integration" has become a consensus?

Challenges Beneath the Industry's Enthusiasm

As a key outcome of the conference, the Yantai Declaration on Global Wine Tourism was officially released. This document, embodying global consensus, centers on "diverse integration, resource sharing, innovative collaboration, green development, and quality empowerment," explicitly advocating "promoting responsible wine tourism" as a shared global initiative. The declaration calls for respecting the cultural uniqueness of each wine region, building a global wine tourism cooperation network, developing cross-regional immersive routes, integrating sustainability into winery construction and visitor guidance, and improving service standards to make high-quality experiences a common hallmark of global wine tourism.

Yantai, particularly its core region of Penglai, has become a shining star on the global wine tourism map, thanks to its mature "wine +" industry ecosystem. By integrating the "One Belt, Three Valleys" tourism route, creating diverse offerings (themed restaurants, boutique lodgings, A-rated wineries, and special events), and attracting an average of 2 million visitors annually, Penglai has successfully established a "wine + culture and tourism" model that combines industry demonstration, cultural immersion, deep experiences, and ecological responsibility. This model vividly exemplifies the core principles of the Yantai Declaration, such as "diverse integration, resource sharing, and quality empowerment," showcasing the powerful ability to transform resources into sustainable tourism attractions.

Yet, deeper discussions at the conference revealed that even amid such prosperity and high-standard certifications, the wine tourism industry still faces multiple challenges. First, while sustainability is upheld as a banner—from enhancing biodiversity and adopting non-chemical pest control to wineries producing their own renewable energy—the lack of quantifiable, comparable data and analysis risks reducing these noble ideals to empty slogans. As one seasoned international practitioner bluntly stated, "We have the potential to be industry leaders, but what we’re doing now isn’t enough." This candid remark highlights the gap between vision and implementation.

Second, shortcomings in infrastructure around wineries directly impact the depth of visitor experiences and their willingness to stay. Inconvenient transportation between wineries and urban areas, as well as the lack of nearby dining and lodging options, often leave enthusiastic visitors disappointed.

A more profound issue lies in the collaborative model within wine regions. If wineries engage in "zero-sum competition" rather than working together, they not only fail to leverage collective strength to push for better public facilities but also hinder the overall appeal of the region. Pierre Li, a researcher at the Puget Sound University Institute in the U.S., suggested that local authorities should take the lead in integrating farmers into the industry chain, offering authentic agritourism experiences to form a complementary lifestyle network. He also called for targeted research by local universities.

Additionally, the homogenization and authenticity crisis in tourism experiences cannot be ignored. When tourism becomes a mere "substitute" for local culture rather than a genuine "sharing" of it, and when visitors can only glimpse the winemaking process through glass windows, the so-called "experience" loses its soul.

The Key to Solving These Challenges May Lie in a Profound "Experience Revolution"

The current global decline in wine consumption serves as a clear signal: the future of wine tourism cannot rely solely on "drinkers." Attracting non-drinkers, or even those who don’t consume wine, to visit wine regions and expanding the boundaries of experiences are imperative for the industry.

To this, conference participants offered the same answer: redefining the connection between visitors and wine regions by transforming passive "sightseers" into active "co-creators," elevating experiences from superficial tours to deep co-creation.

Today, the purpose of travel has evolved beyond traditional "check-in tourism" or "been there, done that" modes. Instead, visitors seek to deeply embed themselves in the local lifestyle and cultural rhythms. This means slowing down the pace of travel—allowing visitors to stroll through vineyards at dawn, relax in a winery’s rustic courtyard, or even participate in a local farmers' market. It also means extending the scope of experiences—moving from elegant tasting rooms to bustling kitchens (cooking seasonal local dishes), tranquil vineyards (pruning vines or harvesting grapes), or community festivals. Most importantly, it requires redefining the host-guest relationship: visitors are no longer passive "outsiders" but temporary "community members" who engage in genuine dialogue and collaboration with winemakers, farmers, and artisans.

Only through such deeply immersive "travel" can visitors truly empathize, internalizing the foreign landscape as tangible, memorable fragments of their personal life experiences, ultimately transitioning from "spectators" to "temporary locals."

Moreover, the core transformation lies in reshaping the essence of "tourism." In the future, the competitiveness of wine tourism will hinge on its ability to provide deeply engaging experiences that evoke emotional resonance and create unique life memories. This demands that wineries completely transcend standardized service models, offering friend-like sincerity and meticulous, personalized care to create a warm, home-like atmosphere.

Internationally, more pioneering explorations are giving visitors unprecedented roles. For example, immersive workshops like "Winemaker for a Day" or allowing visitors to adopt vines and participate in their care invite them to become co-creators of production, guardians of terroir, and problem-solvers, fostering a profound sense of belonging and emotional connection.

Luo Qiangqiang, Greater China representative of Spain’s Yunte Group, shared innovative practices: they skillfully combine local cultural highlights (such as dazzling circus performances and immersive costume experiences) with unique natural environments (like canoe wine tastings on rivers) to create unforgettable moments. Meanwhile, introducing non-alcohol-related facilities and services, such as hot air balloons and private flights, not only extends visitors' stay but also enriches the experience for non-drinkers, truly broadening the market.

Notably, responsible development requires foresighted governance. Scientific evaluation and early-warning mechanisms must be established to proactively address potential issues, such as irrational price hikes eroding local residents' quality of life or the dilution of cultural authenticity in the face of commercialization. Ensuring that the benefits of development truly reach local communities and protecting indigenous culture from over-commercialization are essential.

Ultimately, the deeper motivation for consumers to visit wine regions goes beyond a fine glass of wine. Their "travel" is a quest to explore the authentic life and cultural fabric of a land; their "tourism" is a desire to become active participants in its story, not mere bystanders.

As some industry insiders noted, Yantai and Penglai’s global accolades are inspiring milestones. However, the true mark of maturity for China’s wine tourism will be its ability to move beyond ticket-based economies and drinking-centric scenarios, instead building a sustainable ecosystem where governments, wineries, local communities, and visitors deeply participate and thrive together.

When visitors can touch the vines and tend to "their own" grape plants, when winemakers and tourists gather to share seasonal local delicacies and life wisdom, and when unique local culture is sincerely enacted through interaction—this is what "responsible" wine tourism should truly look like.