Zsuzsa Deli-Gray (ed.)

Cases in Tourism Marketing III

Wine industry in Nova Scotia

Although small in scale, Nova Scotia’s wine industry had undergone significant growth and transformation since the late 1990s, when there were only a handful of wineries.1 By 2025 that number had grown to approximately 20 grape wineries concentrated in the Annapolis Valley and along the Gaspereau River, and the province has successfully positioned itself as a cool-climate region producing distinctive white and sparkling wines. Compared with established regions such as Niagara, Napa, or Bordeaux, Nova Scotia could retain the advantages of novelty, differentiation, and natural scenic appeal.

The appellation Tidal Bay, launched in June 2012, has served as the industry’s flagship, ensuring both consistency and creating a regional identity. Wine from each participating winery must be made from specific 100% locally grown grape varieties and follow a strict set of production standards. Additionally, to achieve the Tidal Bay label, each wine had to be relatively low in alcohol (no more than 11%), exhibit a distinctive taste provided by lively, fresh, green fruit, have a certain dynamic acidity and characteristic minerality, plus be approved each year by an independent blind tasting panel. Nova Scotia’s sparkling wines, praised by international critics, have also garnered attention for their crisp acidity and minerality.

Tourism has become the primary driver of industry visibility (Garibaldi et al, 2022) and Wolfville, the cultural and commercial hub of the Annapolis Valley, has cultivated a reputation as a culinary destination. The town hosts festivals, farmers’ markets, and wine-themed events, including the world renowned Devour Food and Film Festival, that attract visitors from across Atlantic Canada and beyond.

Nevertheless, structural challenges constrain the industry’s growth while seasonality is acute, with most visitors arriving between May and October. Accessibility is also limited, as Halifax Stanfield International Airport provides the only major gateway, supplemented by ferry connections and cruise ship arrivals. Compared to established regions such as Niagara, Napa, or Bordeaux, Nova Scotia remains relatively lesser known internationally.

The global rise of the “experience economy” meant that travellers were increasingly willing to pay for curated, participatory activities, but delivering such experiences required significant interpretive investment (Santos et al, 2022). Consumer behaviour has also shifted where contemporary wine tourists seek experiences that go beyond traditional tastings. They are attracted to vineyard bike tours, culinary pairings, interactive harvest activities, and immersive storytelling (Salgueiro Rachão et al, 2021). Simultaneously, digital platforms e.g. Instagram, TikTok, TripAdvisor, and influencer blogs) have become the dominant channels of discovery and decision-making (Meluzzi and Balsamo, 2021). Consequently, tour operators who fail to establish a compelling digital presence risk invisibility, regardless of the quality of their offerings. In this competitive environment, operators like Bay & Vine must navigate both the opportunities of experiential travel and the risks of underinvestment in visibility.

Sustainability and authenticity had also emerged as baseline expectations in this industry: guests increasingly evaluated operators on ecological stewardship and genuine local connections, forcing companies to weave these elements into their value propositions.

1	See the Nova Scotia Wine Story and Wine Timeline, Wines of Nova Scotia website accessed September 29, 2025 via https://winesofnovascotia.ca/nova-scotia-wine-story/

Tartalomjegyzék

Kiadó: Akadémiai Kiadó

Online megjelenés éve: 2026

ISBN: 978 963 664 217 4

Marketing Turizmus

The publication of the third volume of Cases in Tourism Marketing is truly welcome news from both an educational and a professional perspective. Through real-world, timely, and thought-provoking cases, this collection helps readers – students and practitioners alike – gain a deeper understanding of the complex world of decision-making in tourism marketing. The case studies not only convey professional knowledge but also develop analytical skills, problem-solving abilities, and critical thinking. One of the volume’s key strengths is its focus on issues that define contemporary tourism, including the role of digitalization, artificial intelligence, destination branding, and stakeholder collaboration in tourism marketing. Long-awaited and highly relevant, this third volume is a worthy continuation of the previous collections and will undoubtedly serve as a valuable resource in higher education in tourism, while also being highly recommended to professionals who enjoy reflecting on challenges and opportunities beyond their own immediate field of expertise.

Tamara Ratz PhD

Director, Centre for International Relations, Kodolányi János University

Head of Tourism Department, Professor of Tourism

It is an honor for me to recommend this volume to everyone who wishes to understand tourism marketing not only in theory, but also through its real business and human dimensions. The worlds of tourism and hospitality have undergone fundamental changes in recent years, which makes case studies based on real market situations, decision-making dilemmas and current challenges especially valuable in supporting both learning and critical thinking. This book provides not only professional knowledge, but also encourages a complex mindset, creative problem-solving and the ability to think in connections — exactly the skills today’s tourism professionals need most. I wholeheartedly recommend this volume to students, educators and tourism professionals alike.

Judit Fodor (Liptai)

Group Director of Sales and Marketing, Danubius Hotels

Hivatkozás: https://mersz.hu/deli-gray-cases-in-toursim-marketing-iii//

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