The Wine Tourist Journey: How to Design Memorable Experiences

Wine tourism is not just about opening your winery to the public. It’s about designing an experience that connects, inspires, and leaves a lasting impression.

During the conference “Impulsando el Enoturismo en Uruguay”, organised by INAVI, Eurocámara, Inspyrame UE, the Uruguay–Italy Chamber of Commerce, and the Italian Embassy, Dr Alessia Pasotti, Head of Wine Tourism at Masi Agricola S.p.A. (Italy), shared how they structure their hospitality strategy around the Customer Journey: a model that helps wineries think through every touchpoint with visitors—from the very first click to long after the visit has ended. Here’s how it works and why it can make a real difference.

What is the Customer Journey?

The Customer Journey is a tool that helps visualise, organise, and improve each stage of the relationship between a person and your project. Mapping this journey allows you to avoid disjointed experiences and build a clear, coherent, and carefully crafted proposal across every touchpoint.

The Five Stages of the Journey

1. Brand Awareness
Goal: Be seen and known.
This is the first time someone hears about your winery. It could be through a web search, a recommendation, social media content, or a brochure at a hotel.

What to consider:

• Presence on tourism platforms, social media, and local media
• A clear, up-to-date, search-optimised website
• Professional visual materials: brochures, maps, signage
• A consistent and recognisable visual identity

💡 If they don’t see you, they won’t choose you.

2. Booking
Goal: Make it easy to choose you.
Once they find you, visitors should be able to book their visit easily. This stage is key to building trust and a sense of professionalism.

What to consider:

• Simple booking channels: WhatsApp, email, phone, or online booking systems
• Quick, friendly replies
• Clear information: opening hours, prices, available languages, duration
• Automatic or personalised confirmations

💡 A smooth booking sets the tone for the whole experience.

3. On-Site Experience
Goal: Create something meaningful.
This is the most important moment of the journey. A visit is more than a tasting—it’s your chance to tell your story and express your values.

What to consider:

• Warm and attentive welcome
• Trained and empathetic staff
• Adapting to each visitor’s needs: non-drinkers, families with children, preferred language
• Clean, well-signposted spaces aligned with your brand identity

💡 People may not remember everything you said, but they’ll remember how you made them feel.

4. Post-Experience
Goal: Stay in their memory.
The relationship shouldn’t end when the visitor leaves. This is a key moment to strengthen the connection.

What to consider:

• Ask for feedback or reviews (gently and respectfully)
• Collect contact details (with consent)
• Offer a small benefit (e.g. discount on next purchase)
• Send a thank-you email or relevant content

💡 Post-visit follow-up is one of the most underused opportunities in wine tourism.

5. Loyalty
Goal: Turn them into returning guests, buyers, or ambassadors.
The ideal journey ends with someone who feels part of your world and wants to stay connected. To make that happen, you need a clear strategy.

What to consider:

• Create a Wine Club with real benefits
• Send newsletters with useful or exclusive content
• Offer promotions or early access to new releases
• Make online reorders or subscriptions easy

💡 A well-managed visit can open the door to a long-term relationship.

In Summary
The Customer Journey is not just a theoretical model—it’s a practical tool. It helps you think through every detail of the visitor’s experience and improve it step by step, without losing authenticity or connection to your identity.

Implementing it doesn’t mean copying someone else’s model. It means understanding where you are and building from there.

Diagnosing your current situation, resources, and the kind of experience you want to offer is essential for moving forward with clarity. Every winery, every project, has its own timing and scale. What matters is having a clear direction and working intentionally through each stage of the journey.