Wine tourism is expanding beyond traditional tastings. Across the Great Wine Capitals network, wineries are increasingly designing experiences where culture, landscape, gastronomy and togetherness all have a place. Switzerland provided a beautiful example of this trend last summer with Family Fiesta, an open-door event hosted by Domaine de la Dolle, where wine, play, food and relaxation came together in one welcoming space.
Located in Gilly, in the Vaud region, Domaine de la Dolle has been family-run since 1969 and today spans 7.6 hectares of vineyards cultivated across three generations. The estate produces a wide diversity of wines — from Chasselas and Chardonnay to Pinot Noir, Gamay, Doral, Malbec, Merlot, Gamaret and Garanoir — always with a strong commitment to quality, respect for the environment and progressive practices. This approach is reflected in its Vinatura – Integrated Production certification (VitiSwiss), acknowledging its dedication to sustainability and care for both land and people.
The Family Fiesta event embodied this philosophy perfectly. Instead of positioning wine tasting as an activity separate from family life, the estate designed a day where everyone could take part. Visitors enjoyed grilled food and tastings of local wines while children played freely, parents relaxed in cosy rest areas, and local artisans presented their creations. There were games, wellness moments, vineyard discovery walks, a bouncy castle, shopping with small local makers and even a quiet, comfortable corner for breastfeeding mothers. The atmosphere was lively but warm, playful but rooted in authenticity — proof that a winery can be a place to experience, not only to taste.
What makes this interesting from a global wine tourism perspective is the strategic shift it represents: opening vineyard spaces to families does not dilute the wine experience, it expands it. It encourages longer visits, supports intergenerational discovery, and creates memories that generate loyalty. Children leave with curiosity rather than boredom; parents feel welcome rather than constrained. A day like Family Fiesta becomes more than an event — it becomes a shared story, a reason to return, a new entry point into Swiss wine culture.
As wine tourism evolves, examples like Domaine de la Dolle remind us that heritage is not only history in stone — it is also living connection. When a vineyard becomes a place where families gather, play, learn and taste together, the experience deepens. Wine becomes culture, culture becomes memory, and memory becomes belonging.
A model worth watching — and sharing across the Great Wine Capitals.
Photo Credits: © Domaine de la Dolle, Céline Baechler