Nairobi, June 2 -- Inside Palermo's historic centre, where baroque architecture meets contemporary luxury, Sicily's wine industry is positioning itself to reap from global tourism trends.

At the 22nd edition of Sicilia en Primeur, a major annual showcase organised by Sicilian producers, wineries, journalists and buyers gathered to taste new vintages. But alongside the wines, much of the conversation centred on how Sicily is trying to position itself within the global rise of experience-driven travel.

Held under the theme "Taste the Island. Live the Story," the event brought together 56 wineries and more than 1,000 labels. Between tastings, industry participants discussed how wine tourism has become a growing part of business models acro...