Blend the wine tourism into the local tourism system to cultivate youthful tastes

Wine consumption among legal-age young adults has been declining since 2008. Wine tourism emerged as a crucial strategy to attract this segment seeking shareable experiences. We explore how tourism diversification strategies combining wine tourism with shopping, food, culture, nature, heritage, sport, nightlife, relaxation, and festivals in French wine regions could enhance the experience and attract young adult tourists. Using a sample of 500 wine tourism trips, we first analyze correlations (discrete choice models) between tourist profiles and activity combinations and test (heteroskedastic-corrected models) their impact on stay satisfaction. Results reveal distinct young wine tourists’ profiles according to combinations, with specific satisfaction effects according to age group and wine commitment. Under conditions, the wine tourism diversification strategy may attract young adults but also favor the diversification of wine destinations. By demonstrating how diversified tourism experiences can appeal to younger adults, the research offers insights into preserving wine culture for future generations.