Once a top travel destination, wine country faces an unexpected challenge: a noticeable drop in visitor traffic. Drawing on new research, this session will unpack why younger generations are less drawn to the traditional wine tourism experience, how financial factors impact choices, and what psychological trends influence travel behaviors.

How can wineries and wine regions can adapt to these changing dynamics, offering innovative ideas to reignite interest and attract new audiences? From creating experiences that resonate with the values of younger generations to rethinking pricing models and marketing strategies, this session will help wineries understand the current landscape and make proactive changes to thrive in the future. Attendees will walk away with fresh perspectives, supported by data and case studies, and practical solutions they can implement to bring back the buzz to wine country.