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In today’s world, the online environment is used every day. As online advertising comes to the fore in the tourism sector, all those who produce printed materials should also adapt to this form of materials and build a bridge to this new form of advertising. This is an important prerequisite for the development between promoters and recipients. The aim of this article is to define the importance of printed promotional materials for wine tourism from the point of view of the creators of these materials, that is, from the point of view of the suppliers in the wine tourism sector. A qualitative method with semi-structured interviews was chosen for the research. Representatives of the National Wine Centre, Wine Fund, CzechTourism, and other institutions that promote and develop wine tourism in the Czech Republic were selected for this study. The analysis of the answers showed that printed promotional materials are still relevant in wine tourism and the supply side still considers this form of advertising important and necessary. Even in this current „online era”, the printed form has a segment that still prefers it in comparison to the online form.
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