Winedering’s Goal? Improving Wine Tourism through Technology

We interviewed Stefano Tulli, co-founder of Winedering, the company that he launched in 2016 with Denis Seghetti. Their goal was to enhance wine tourism through a user-friendly platform for wine experiences. Tulli brings expertise in tourism and destination management, while Seghetti contributes digital and full-stack development skills. In this interview, Tulli shares his vision for Winedering’s future, including improved access to vineyards in Provence.

Photo credit: ©Perfectly Provence

Wine Tourism Vision

Before Winedering existed, what moment or industry gap made you realize that wine tourism was still operating in an analog world?

Before Winedering, the signal was clear: you could book a boutique hotel in 60 seconds, but booking a winery visit often felt like asking for a personal favour. I remember guiding a group in San Francisco when someone asked me to arrange a wine experience in the Napa Valley for the next day. I started checking options and quickly realized there were more than 400 wineries within 90 miles. How do you choose the right one—quickly, confidently, and based on real availability? In practice, the only reliable way was word of mouth. I ended up booking through a trusted friend’s recommendation rather than any structured system.

The following month, while guiding a group in Tuscany, I faced the same issue. Despite growing demand, the process remained informal, with scattered information, unclear availability, and no straightforward way to compare or book experiences.

That’s when it clicked for me: wine tourism was ready to scale, but it was still operating in an analog world. That mismatch — high traveller intent, high winery craft, and no reliable booking bridge — was the industry gap that made Winedering inevitable.

Photo credit: ©Perfectly Provence

Convincing the Industry

What was the hardest misconception you had to overcome when convincing wineries that online booking wouldn’t undermine authenticity?

Many wineries initially believed that “online booking’ meant losing control, as they would have to accept requests without confirmation. For small, often single-person, boutique wineries, this felt overwhelming, as their uniqueness was tied to responding on their own schedule. However, travel patterns show guests plan quickly and move on if they lack clarity. There was also a concern that online booking would attract the wrong customers—people not interested in wine, rather than serious wine lovers willing to spend thousands. Over time, many realized that customer quality depends on how the experience is designed and communicated. Proper positioning and rules can attract better-matched guests through online visibility.

Growing Wine Tourism

How has wine tourism shifted from simply tasting wine to becoming a lifestyle and travel experience?

Wine tourism has evolved because people no longer travel just to “taste a product”; they want to feel a place, slow down, and create lasting memories. At first, it was mainly about tasting: quick visits, a few glasses, maybe a purchase. Now, it serves as a gateway to a wider experience—vineyard walks, food pairings, picnics, cooking classes, blending workshops, harvest days, and even overnight stays at the winery, where you can meet the people behind the bottle. The winery becomes a destination rather than just a stop.

I believe the key turning point was in 2020. During COVID, people could only spend time outdoors, actively seeking moments to breathe, relax, and escape the anxiety of that time. Vineyards were among the few places seen as open, safe, and naturally calming. In that context, wine tourism went beyond leisure—it became a form of “healthy escape”: embracing nature, space, local culture, and human connection all at once. This shift helped turn wine tourism from just tasting into a lifestyle and travel adventure.

Photo credit: ©Perfectly Provence

Wine Focus in Provence

Provence has become one of the most renowned wine destinations worldwide — what makes the region uniquely ideal for wine tourism compared to others?

The Provence region thrives as a wine tourism destination because it doesn’t feel like just ‘going wine tasting.’ Instead, it immerses you in a Mediterranean lifestyle where wine naturally plays a key role in daily life.

What strikes me when thinking about Provence is how easy it is to craft a perfect experience, not only related to wine but also to the entire food heritage: beautiful light, vineyards surrounded by olive trees, hilltop villages, followed by a relaxed lunch on a terrace — and the rosé style fits that rhythm perfectly: fresh, social, outdoor, never too heavy. In many regions, you have to work hard to connect the winery visit to the rest of the trip; in Provence, it’s already seamlessly connected.

And there’s also a practical aspect: the region is well-equipped for travellers. It’s close to major gateways like Nice and Marseille, hospitality is excellent, and wineries are used to welcoming international guests. So the whole journey feels smooth — which is exactly what people want when they choose Provence.

Photo credit: ©Perfectly Provence

Provence vs Other Wine Regions

How does demand for wine experiences in Provence compare with that in regions like Tuscany or Napa Valley?

In my view, Provence, Tuscany, and Napa each represent a distinct demand category. The comparison is not only about volume but also about visitor motivations. Demand in Provence is strong, but more seasonal and lifestyle-driven. Visitors often discover wine experiences as part of a broader trip that includes the seaside, villages, markets, and outdoor activities. During peak months, interest is high because the region is designed for relaxed, outdoor travel.

In Tuscany, wine is deeply woven into the destination’s identity, so demand remains consistent year-round. This is also because Tuscany offers a complete experience beyond wine: art cities, countryside, food, and history. Many travellers visit with wine in mind, but also with a broader itinerary.

Napa is the most focused on wine. Demand is intentional and premium, with visitors coming specifically for tastings and typically booking in advance. In Provence and Tuscany, especially among international visitors, wine experiences are often more spontaneous and integrated into the overall holiday.

Photo credit: ©Perfectly Provence

Beyond Rosé

Rosé from Provence has established a strong global lifestyle brand — how vital are storytelling and destination branding in increasing bookings there?

What I value about its storytelling is that Rosé isn’t marketed solely as a wine type but as a feeling: light, summer, outdoors, beautiful places, a relaxed pace. When travellers already picture that in their mind, booking a winery visit feels like a logical next step. They’re not just choosing a tasting; they’re selecting a moment that aligns with the experience they want.

Destination branding also simplifies decision-making. Many wine regions have excellent producers, but travellers often do not know where to start. In Provence, the narrative is clear and recognizable, so visitors arrive with defined expectations. Wineries that align their offerings with this promise—such as views, terraces, food pairings, vineyard walks, and a strong sense of place—tend to achieve higher conversion rates.

So yes, storytelling drives bookings, but not in an abstract way: it creates the right atmosphere, attracts the appropriate audience, and helps wineries deliver what people seek when they come to Provence.

Photo credit: ©Perfectly Provence

Wine Regions and Vineyards of Provence

Visitor Welcome

How do Provence’s wine estates compare in terms of hospitality and visitor experience to wineries in other parts of the world?

From a hospitality standpoint, I’d rate Provence very highly, especially for the type of experience modern travellers seek. What Provence excels at is the “total moment”: stunning settings, beautiful light, outdoor spaces, terraces, food culture, and a relaxed, easygoing rhythm that makes guests feel like they’re on holiday from the moment they arrive. Many estates understand that visitors aren’t just there to learn about winemaking—they’re there to experience Provence for a few hours. In that sense, Provence often rivals the best global destinations.

Compared to other regions, Napa remains the most structured and consistently “professional” in hospitality because it has long operated under a reservation-first approach. Tuscany can be incredible, but it’s more inconsistent—some estates offer world-class experiences while others are still quite informal. Overall, Provence sits comfortably in a solid middle ground: high aesthetic and lifestyle appeal, with a hospitality level that’s becoming increasingly refined.

Photo credit: ©Perfectly Provence

Wine Tourism’s Future

What are the untapped opportunities in wine tourism?

Yes, I see a few clear ones.

Increase consistency and clarity online. These are a few examples: availability, inclusions, languages, and logistics. Some estates offer excellent on-site experiences but remain difficult to understand and book online.

Expand offerings beyond rosé. While visitors appreciate the rosé narrative, there is potential to develop premium experiences focused on terroir, cellar tastings, vertical tastings, and food pairings to further enhance the region’s reputation.

Develop more experiences for the shoulder seasons. While spring and summer are naturally popular, offering autumn and winter activities such as harvest events, gastronomy, cozy tastings, and cultural experiences could help balance seasonality.

Rosé all day: wine tour with sommelier-guide and 3 winery visits in Provence

Splash of rosé here, splash of rosé there, splash of rosé everywhere. Let's explore three wonderful wine estates in the world-famous rosé area that is Provence!

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Carolyne Kauser-Abbott

With her camera and laptop close at hand, Carolyne has traded in her business suits for the world of freelance writing and blogging. Her first airplane ride at six months of age was her introduction to the exciting world of travel.

While in Provence, Carolyne can be found hiking with friends, riding the hills around the Alpilles or tackling Mont Ventoux. Her attachment to the region resonates in Perfectly Provence this digital magazine that she launched in 2014. This website is an opportunity to explore the best of the Mediterranean lifestyle (food & wine, places to stay, expat stories, books on the region, travel tips, real estate tips and more), through our contributors' articles.

Carolyne writes a food and travel blog Ginger and Nutmeg. Carolyne’s freelance articles can be found in Global Living Magazine, Avenue Magazine and City Palate (Published Travel Articles).