Wine, tourism and the global pandemic: Realizing opportunities for new wine markets and experiences

Abstract

The global economy is currently facing unprecedented challenges from the COVID- 19 pandemic sweeping the world (Folke et al. 2021). While countries and regions have taken different measures to limit the spread of the virus, the consequences for the tourism and hospitality sectors are far reaching. The pandemic has curtailed international tourist movements and expenditure, while the hospitality sector has been particularly badly affected, due to the role of bars and restaurants in spreading the virus. Primary sectors, including the wine industry, have also been affected by the requirements for lockdowns and social distancing, by disruptions to supply chains, and due to difficulties in accessing a global labor force. Many wineries are also facing significant interruptions to two important distribution channels – the cellar door (or tasting room) and the hospitality trade. This chapter begins by presenting a brief overview of the impacts of the COVID- 19 pandemic on the global wine industry and the tourism and hospitality sectors. This overview is followed by a case study of the New Zealand experience and response to the virus, with a particular focus on the response of wine producers and wine tourism operators to the ‘new normal’; a largely domestic wine tourism market, keen to explore the country and support local producers. A number of examples of ways in which wine tourism providers are meeting the needs of this market are outlined, including the opportunities to provide more memorable experiences to winery visitors while also being conscious of the need to offer great value for money to a price- conscious market.