The role of digital tools, CRM systems and AI chatbots in the development of wine tourism

The future of wine tourism is shaped by two concurrent trends: a long-term decline in global wine consumption and a rapid expansion of experiential tourism demanding authenticity, technology and sustainability. This paper synthesizes market shifts, demographic changes and technological innovations (GIS, AR/VR/MR, CRM and AI) affecting winery business models. Combining empirical evidence, market forecasts and practice examples, it provides actionable recommendations for wineries and destination managers, with a regional focus on Serbia. Key messages: prioritize direct to consumer channels and visitor experience for revenue resilience; strategically integrate digital tools for experience personalization and data management.