Summary
As global wine consumption continues its multi-year decline, winery tourism is emerging as a strategic priority for producers, according to a July 3 report from Chile's El Mercurio.
Commentary
Global wine consumption has declined for several years, pressuring Chilean exports. However, revenue from winery tourism is growing counter to this trend. The shift by overseas small and medium-sized wineries toward tourist experiences and direct sales is not an isolated phenomenon – New Zealand's Marlborough and Central Otago regions have long made wine-tasting tours a core business model.
The difference, according to the report, is that Chile has expanded the number of open wineries from 94 to 219 in a decade, systematically promoting tourism projects and demonstrating the potential for scale. For New Zealand's smaller wineries, this underscores the need to deepen the direct conversion of visitor experience into sales. It also suggests leveraging the RCEP framework to attract Asia-Pacific tourist flows, turning winery tourism into a second growth engine beyond exports.
Chile's $45 billion in sales proves that when overall consumption contracts, high-end direct-to-consumer experiences can still generate incremental growth.
Keywords: Chile, winery tourism, wine, sales, vineyard, growth, small and medium wineries, tourism project
Summary in Chinese | 摘要
智利《信使报》7月3日报道，全球葡萄酒消费下降，酒庄旅游业成新战略。
Commentary in Chinese | 评论
全球葡萄酒消费连年下滑，智利出口承压，但酒庄旅游收入逆势增长。海外中小酒庄转向旅游体验直销并非个案——新西兰马尔堡、中奥塔哥等产区早已将品酒之旅作为核心商业模式之一。不同的是，智利在十年间将开放酒庄数量从94家扩至219家，系统推动旅游项目，显示规模化运作的潜力。
对新西兰中小酒庄而言，这不仅提醒需深化游客体验与产品销售的直接转化，更启示可借RCEP框架联动亚太游客流量，将酒庄旅游打造为出口之外的第二增长曲线。智利450亿美元销量印证，消费总量收缩时，直面消费者的高端体验仍能开挖增量。
关键词: 智利, 酒庄旅游, 葡萄酒, 销量, 葡萄园, 增长, 对外开放, 中小酒庄, 旅游项目