Positioning an Emerging Wine Route in the Niagara Region

Abstract

Summary The Niagara Region is not only home to Niagara Falls but also home to an emerging wine route with more than 50 wineries. The Niagara Wine Route has two distinct clusters. The wineries in the east are in the tourist town of Niagara-on-the-Lake, which receives many international visitors while the wineries in the west are not typically on a tourist route and receive more domestic tourists. Through the results of a visitor survey at eight wineries, the paper will illustrate the different markets visiting the Niagara Wine Route and suggests possible implications for marketing strategies for this emerging wine route.