Tourism has become one of the world’s largest and fastest growing contributors to the global economy, with Millennials being the industry’s largest market segment. As for most people, experiencing local culture and traditions is one of the main motivators to travel, thus resulting in an increased demand in gastronomic tourism. Introducing Millennials to wine tourism and understanding their motivation for participation is a crucial part to ensure the industry’s future growth. This research paper reviews literature vis-à-vis the tourism industry in Canada, one of the emerging destinations for culinary tourism. Special attention is drawn to wine tourism, wine tourist profiles and travel motivations, as well as the development and growth of wine tourism in British Columbia, which is one of the country’s major players in the wine industry. A case study on the Kamloops Wine Trail, British Columbia’s latest addition to wine tourism development, focuses on the Millennial Generation of students at Thompson Rivers University in engaging in local wine tourism practices. The results identify product related experiences as the main motivation for Millennials to participate in wine tourism, as well as the components of socializing and enjoying the natural setting as important attributes of a wine experience. By profiling the Millennial wine tourists who are dominantly female, the research provides recommendations for the participating wineries on the Kamloops Wine Trail to enhance their marketing strategy. Results indicate that Millennials rely on personal testimonials and recommendations when choosing to visit a winey yet are reluctant to share own experiences on social media.
