Wine Tourism Destination Image in the Lahn Valley

The Lahn Valley in western Germany is positioned as a destination entity. Wine growing and wine tourism play only a minor role, with only two villages maintaining the centuries-old tradition. The model of the different layers of the tourism product by Kotler et al. (Marketing for hospitality and tourism, 8th ed., global edition, Pearson, 2022) and Williams’ (Tour Recreat Res 26(2):3–10, 2001) Wine Tourism Destination Image Attributes serve as the theoretical basis. Websites related to wine tourism in the Lahn Valley are analyzed with a focus on how the niche market product of wine tourism is promoted. It is closely linked to other products such as hiking and biking trails. Viticulture has shaped the landscape of the Lahn Valley and thus still counts for its perception as picturesque; the few remaining vintners keep the tradition alive. The uniqueness of wine from the Lahn Valley should be highlighted in all marketing activities.