How Wineries are Jumpstarting the Chinese Tourism Industry

The Helan Mountains of China’s Ningxia province are home to many of the country’s most promising domestic wine brands, and as such, the region has become incredibly important to the overall development of the Chinese wine industry. This growing wine industry has become an essential piece of the puzzle as the region attempts to overcome conditions of poverty, and as such it has received great support from local government; in fact, the Ningxia government last year announced its target for the wine industry to surpass 100 billion yuan (~15.6 billion USD) by the year 2025.

Recently, the China (Ningxia) Helan Mountain’s East Foothill Wine Tourism Think Tank issued its Research Report on Internet Commentary in the Chinese Wine Tourism Industry. The report features expert opinions from members of top Chinese universities as well as the Ningxia Autonomous Region Grape Industry Management Committee and the Autonomous Region Department of Culture and Tourism, and gives special considerations and guidance for the wine tourism market in the Helan Mountain region.

The report also marks a significant achievement by the China Tourism Academy’s Integrated Innovation and Research Base in Ningxia, which pulled together resources and experts from Zhejiang University, Fudan University, Xiamen University, and other top universities as well as the expert opinions of members of the Autonomous Region Grape Industry Management Committee and the Autonomous Region Department of Culture and Tourism. The data used in the report was primarily gathered from two major travel platforms: DianPing and Trip.com. Together, these two platforms provide a relatively comprehensive overview of the current state of tourism in the Chinese wine industry.

Northern cities receive the greatest interest from winery tourists, with the Helan Mountain region receiving the highest volume of visitors

The development of the tourism industry around wineries and vineyards can be largely attributed to two factors. First, with the popularization of wine culture in China, there is rising interest among consumers in the fermentation and production processes used to make wine. Second, as wineries become more established and their capabilities grow, they are better able to offer visitors a high-quality experience full of beautiful scenery. The combination of these factors has turned wineries into popular travel destinations, and pictures and experiences shared across social media have given them greater exposure than ever before.

We can see that Beijing, Shaanxi, and Shandong are the regions that have received the highest interest in their winery tourism industry, while Ningxia, Shandong, and Beijing are the most popular destinations. Interestingly, wine sales volumes and winery tourism interest levels do not have a strong correlation. One possible explanation for this phenomenon is the influence of geography and distance on travelers’ winery choices.

The overall visitor experience is key, and scenic photoshoot backdrops are essential

Trailing only wine enthusiasts who are interested in the overall experience (45.06%), the desire of young people to take photographs is currently the second most important factor driving winery tourism. In fact, the data shows that 16.19% of tourists select their winery destinations based on whatever location is most trending on online photography and social media platforms. Most wineries are very cognizant of their visitors’ desire to take pictures, and some have even designated certain locations within their grounds as photography hot spots. 

At the same time, many wineries are stepping up their own online presence by increasing activity on their social media accounts, strengthening their bond with existing customers as well as expanding their brand awareness through the utilization of social networks and the propagation of online content.

In addition, many companies are now selecting wineries to serve as non-traditional sites for corporate retreats or conferences. It’s safe to say that most employees approve of this new trend.

Wineries have been working overtime in order to enhance their customers’ experience when visiting. Beijing’s wineries have chosen site locations adjacent to 3A-rated tourist attractions, allowing visitors to enjoy the scenic beauty of the land, while Shandong’s wineries have largely located themselves nearby airports and railways to provide visitors with more convenience in their travels.

A combination of culture and travel, developed through both internal and external resources

To establish the direction for future development of the Ningxia wine tourism industry, the think tank provided some clear guidance in its report.

Today, the Ningxia production region’s online presence has already grown to rank number one in the country. The primary reasons for this ascent are the following:

1. Product quality coming from the wineries has stabilized, and brand awareness has increased. Especially over the past few years, wines produced in the Helan Mountain region have become popular in the consumer market, building good reputations in many areas. In particular, the Helan Mountain’s East Foothill, which has over 20 wineries, has become a primary destination during sightseeing holidays.
   
2. The wineries have received great support from the local government. Because the local wine industry has become an important factor as the region attempts to rise up from poverty, the Ningxia government has made a large investment in the wine industry through new beneficial policies, additional resource provision, and official publicity and encouragement. Under this great support from the local government, Pernod Ricard and other foreign wine brands are also beginning to establish production facilities in Ningxia.
   
3. The Ningxia government has placed an emphasis on disseminating and publicizing information about its local wine industry. In July 2020, wines from the Helan Mountain’s East Foothill region were selected as part of the European Union’s initial class of protected geographical indications. Last year, the hit television show Minning Town also featured the epic narrative of the wine industry’s development under the leadership of government officials. It is a classic rags-to-riches story, and one that has helped to promote the rise in popularity of Ningxia wineries on a national scale.

The report suggests that the Ningxia region should continue to utilize its Internet popularity to promote further awareness of its wines and wineries, while actively creating new experiences to keep visitors interested and excited during winery tours. The report has received a huge response from the Ningxia government, the world of academia, and the wine industry, as it forecasts a future in which Ningxia’s Helan Mountain production region develops into one of the most important wine tourism destinations in all of China.