Through a collaboration with the Swedish experience platform WineTourism.com, TUI now offers its customers in the Nordic countries the opportunity to book wine tastings and guided excursions to some of the most popular wine regions in the world.

Are you a wine enthusiast who is keen to visit Tuscany, Valpolicella or Priorat? Since the beginning of the year, it has been possible to book wine tastings and guided winery visits with lunch through TUI in some of the travel operator's most popular destinations, including Mallorca, Sicily, Barcelona and the Canary Islands. The new offering has been made possible through a collaboration between TUI and the Swedish experience partner WineTourism.com, which offers over 6,000 wine experiences worldwide.

– Experience-based travel and ”gastrotourism” with a focus on food and wine was one of the strongest travel trends in 2023 and everything indicates that the trend will grow stronger in the future. Our wine experiences are a great way to get acquainted with the local food culture and are aimed equally at those of you who have visited vineyards before as well as the curious beginner who has never been to a wine tasting, says Tommy Serban, Commercial Director at TUI.

– There is a large and growing demand for wine tours, our goal is to make these experiences possible for a wider target group. Visiting a winery is experiencing a country's food, culture and landscape, something that not only wine connoisseurs can enjoy. Several of our most popular destinations are located near cities such as Penedès outside Barcelona and the Lazio wine region outside Rome. Even in traditional sun travel destinations such as the Canary Islands and Cyprus, there are outstanding wine experiences, says Niklas Ridoff, CEO of WineTourism.com.

Source: According to Press Release.