Marlborough Express - Weekend Express
Water and wine, and ever the twain shall meet
As a journalist settles in with a glass of sauvignon blanc, contemplating the essence of Marlborough, the debate arises: is it the wine or the Sounds that define us?
When presenting Marlborough to the world, pinpointing our greatest asset becomes a challenge.
The majestic Queen Charlotte Sound undoubtedly claims a spot on the list. Many begin their Marlborough journey through Tory Channel, greeted by lush green landscapes, occasional dolphins dancing in the wake, and a symphony of birdlife.
Yet, the Wairau Valley paints its own picturesque scene, with landscapes adorned by vines stretching as far as the eye can see, embracing the land’s contours. Each sip of wine captures the essence of the earth, defining our wines by their unique terroir.
In reality, it’s difficult to separate the two; they often polarise opinions, with individuals pledging allegiance to either the sea or the vines. However, both elements collectively shape the identity of Marlborough.
Destination Marlborough’s endeavours to showcase our region globally inevitably orbit between discussions of the sea and the vines. The preference for one over the other often reflects the visitor’s palate and interests, making us fortunate to offer a blend of both.
Unlike regions boasting a single postcard-worthy feature, Marlborough’s identity is a fusion of the Sounds and the vines.
Delving deeper into our identity, our four valleys symbolised in the Destination
Marlborough logo, along with our connection to the nine iwi, valleys, and rivers, enrich our narrative.
In promotional efforts, the perennial question arises: what takes precedence? What draws the 1.8 million visitors annually to our region?
Our target audience dictates our focus. Some are captivated by the allure of the water, while others are enticed by the vineyards.
Across the globe, varying preferences emerge. European visitors often prioritise the Sounds, while North Americans are drawn to the acclaimed Marlborough wines.
In contrast, South East Asian markets revel in the waters and seafood offerings. Each demographic finds its own fascination in Marlborough, and the addition of Marlborough’s gardens, heritage, aviation, and events provides us with a diverse audience to engage.
Yet, amidst this diversity, the essence lies in the unity of our region. Marlborough’s promotion should never favour one aspect over the other but rather celebrate the harmonious coexistence of both.
Our region’s allure is not found in isolation but in the symphony of its natural beauty, where the sea and the vines intertwine to create an unforgettable experience.