Napa Valley officials and business leaders are rolling out a major shift in how visitors experience wine country as declining sales and changing consumer habits put pressure on the industry.

The region, long known for high-end, reservation-only tastings at vineyard estates, is moving towards a more accessible model centered in downtown Napa.

The new approach focuses on walkable wine tasting, fewer reservations and lower barriers for entry, according to Forbes magazine.

Napa is bringing a fresh approach to attract more customers to the region. Getty Images

The change comes as the US wine industry faces slowing growth . Industry data shows declines in consumption, especially among younger legal-age drinkers.

Premium wine sales — a key driver for Napa — have also softened, while competition from spirits, canned cocktails and non-alcoholic drinks has increased.

Traditionally, Napa visitors planned trips weeks in advance, booked appointments and drove between wineries.…