As wine tourism evolves globally, the idea of inclusivity — creating experiences that everyone can enjoy, regardless of ability or background — has become central to the industry’s future. In New Zealand, and particularly in the Great Wine Capital of Hawke’s Bay, inclusivity isn’t an add-on; it’s embedded in the way the region welcomes visitors, shares its stories, and celebrates its culture of connection through food and wine.
Known as Food and Wine Country, Hawke’s Bay has long been defined by its open, welcoming spirit. Visitors are greeted not just with a glass of wine, but with genuine hospitality and warmth — a reflection of New Zealand’s wider ethos of manaakitanga, the Māori value of caring for others and extending kindness to all. That sense of belonging underpins the region’s approach to wine tourism, ensuring that everyone, from locals to international guests, feels part of the experience.
Hawke’s Bay’s wineries are increasingly recognising that true excellence in wine tourism means being accessible and inclusive. Many cellar doors across the region — from iconic estates to boutique family vineyards — have worked to improve access through thoughtful design and service. This includes accessible entrances, pathways and tasting spaces, clear online visitor information, and staff who are confident in offering tailored support to guests.
One such example is Global Best Of Wine Tourism award winning Church Road Winery. Manager Brent Pilcher says “At Church Road, to assist the communication of information for wine tastings to non-English speaking visitors, we’ve used Google Translate and converted a number of our iPad tastings presentations into different languages. Visitors arriving to Church Road requiring assistance in navigating the entrance stairs to the Cellar Door and Restaurant, have a call button to get the attention of staff. Visitors are then escorted into the building via lift access directly into our cellar door and restaurant”.
But accessibility goes beyond physical design. It’s also about the culture of inclusion — making sure every visitor feels welcome and valued, whether they’re new to wine tasting, travelling with family, or have specific access needs.
As a member of the Great Wine Capitals Global Network, Hawke’s Bay is proud to share this inclusive spirit with the world. The region’s cellar doors and restaurants combine modern innovation with deep respect for tradition, offering visitors authentic experiences that are both world-class and welcoming.
Collaborations between local tourism operators, Hawke’s Bay Tourism, and industry partners are helping to champion accessible wine experiences — from transport and event planning to digital content that supports informed travel decisions.
Inclusivity benefits everyone. Visitors with accessibility needs represent a significant and growing travel market, and inclusive design enhances the comfort and enjoyment of all guests.