A Journey Full of Flavor: How Vineyards Are Shaping a New Style of Tourism in Poland and Europe
A new style of travel is taking root in Poland: slower, more mindful, and filled with flavors and grapes. Increasingly, vineyards are becoming the destinations we seek out to relax, listen to the silence, and experience the sense of place that is often missing from our daily lives. At a conference organized by "Wine Me" -Ms. Karolina Korytkowska-attendees could deepen their knowledge on topics such as wine, wine tourism, European certifications, and wine tasting techniques. During one of the lectures, we heard: "Guests come to us to listen to the silence. We already know what silence is, and they say it's the greatest value to them."
In today's world, as we seek fresh and authentic experiences, Polish wine tourism is emerging as a modern alternative to the mass-market regions of the West. Its strength lies not only in the wines, but above all in the emotions and the opportunity to meet the winemaker in person and learn the history of the place. "Direct contact with the winemaker is of immense value to people," was emphasized during one of the conversations.
The winery as the host of a complete experience
Winemakers unanimously note that wine tourism has become an important element of their strategy. Accommodations, small bistros, and places for walks are being created. As the owner of one of the vineyards says: "At first, we assumed we would only work on weekends. Today, our entire week is filled-we're starting to run out of time to work in the vineyard."
Guests expect more than just tastings. Research and experience show that most also want to explore the region: its culture, cuisine, and history. Collaboration with local governments and artists is therefore a natural direction. "We are fortunate to operate in such beautiful natural surroundings. Guests also want to explore the surroundings, galleries, museums, and local cuisine."
This fits into the European trend of "tourism of meaning"-traveling for experiences, not attractions. This is exactly what wine tourism is: more than just sightseeing and trying new things.
Quality, regulations, and collaborative efforts-challenges for the future
Wine tasted "at the source" does not forgive mistakes. That is why winemakers strongly emphasize the importance of quality: "Let's create wines that we ourselves would like to drink. Let's not deceive our guests, because that leads nowhere." This is particularly important because Polish wine will never compete on price-its strength must lie in its uniqueness.
At the same time, the industry is beginning to understand that the future depends on the introduction of European quality certifications. That is why there is increasing talk of EU geographical indications-PGI/PGI and PDO/PDO-which not only enhance a wine's credibility but also open the door to powerful promotional programs. It is these that unlock access to EU funds and help build the "Polish wine" category. However, this is a process that requires collaboration. "The most important thing is to act as a group-a single winery can't accomplish much on its own," we hear from those who have already walked this path.
A taste that lingers
Today, Polish vineyards are creating a form of tourism that offers a complete experience: landscape, history, conversation, and tranquility. Visitors return because what they find there is unique. It's a style of travel that's becoming part of a European shift-from consuming attractions to celebrating places.
And as one participant put it:
"Wine tastes different where it's made. And once someone experiences that, they come back-and bring others with them."
Nikodem Zygadło
Director of Analysis Department | Deputy Director of Development | Ptak Warsaw Expo
A trade fair enthusiast with nearly 30 years of experience in creating, organizing events and managing trade fair projects.