Lonely Planet may list Blenheim as a dead-flat agricultural town with little to enthral or distract, but Marlborough has been named one of the world's top wine regions to visit.
Online travel community TripAdvisor ranks Marlborough among the top 10 wine destinations in the world, the only New Zealand wine region on the list.
Listed as Blanc Stare, Marlborough is described as New Zealand's birthplace of winemaking, famous for its white wine varietals and best known for its "delectable" sauvignon blancs.
TripAdvisor says wine lovers increasingly follow their passion on holiday. More make their way to wine regions, many of which now boast top hotels, restaurants and tours.
Marcus Pickens, Wine Marlborough's marketing manager, said the region's appearance on the list was a stunning achievement for Marlborough. "I wasn't surprised when I looked through the list and saw Marlborough.
"It should be on that list."
He hoped the listing would help strengthen the tourism industry and Marlborough would continue to be recognised as a top wine region.
The other top destinations listed were Bordeaux in France, Napa Valley in California, Tuscany in Italy, Champagne-Ardenne in France, Barossa Valley in Australia, La Rioja in Spain, Sonoma Valley in California, Valle Central in Chile and Stellenbosch in South Africa.
- The Marlborough Express