Everybody is into special interests: wellness tourism, culinary tourism, eco-tourism… How about wine tourism?

Data is telling us that wine sales are off…way off. What to do? Can destinations buck the trend?

This week, we noticed two such responses from very different wine tourism destinations. Napa Valley is traditional and well-established with 400+ legacy wineries while Prince George’s County is in wannabe mode with just six wineries. However, they’re pushing the envelope in Maryland.

Famous for Wine: Napa Valley

Visit Napa Valley has launched its latest campaign, “Live a Little or a Lot.” Developed with The Shipyard agency, the aim is to redefine luxury as a personal choice. The campaign highlights personalization by showcasing a range of experiences across Napa Valley’s five distinct towns: Calistoga, St. Helena, Yountville, Napa, and American Canyon.

With ads running in California, Texas, and New York, the campaign uses 30-second spots covering Michelin-starred dining to serene spa moments.

More at Visit Napa Valley.

New Kid on the Block: Prince George’s County, MD

Who knew? Winery owners in Prince George’s County in Southern Maryland want to get the word out “one glass at a time” to boost wine tourism.

“Wineries are really a big driver of economic development,” said Jane Vogt, co-owner of the local Janemark Vineyard and Winery since 2013.

Last week, winemakers testified before the Prince George’s County Council, urging officials to support agri-tourism efforts that could attract more visitors and grow local businesses. Local news WUSA-TV reported, “Council members said they are open to ideas that would position Prince George’s County as a wine destination.”

The destination that borders the Baltimore/Washington DC corridor already has a Wine Legacy Trail. Other ideas presented include county road signs directing visitors to wineries and creating a newsletter to highlight winery events.

More at Experience Prince George’s.