Martinborough has a large number of vineyards producing wines, notably Pinot noir. Martinborough has a warm micro-climate, with hills to the east and west. Almost all the vineyards are in thin ribbons around the northern and eastern sides of the town, and on the Dry River to the south. All follow dry riverbeds, which provide appropriate soils for viticulture. Notable wineries include Te Kairanga, Tirohana Estate, Palliser Estate Wines, Dry River, Martinborough Vineyard, Murdoch James, Ata Rangi, Craggy Range and Alana Estate. During November, the region's wines are celebrated in the Toast Martinborough wine festival. This event temporarily enlarges the population by 10,000.
Other industries around Martinborough focus on traditional beef and sheep farming, growing olives, lavender and nuts, and fishing at the coast settlements of Ngawi and Cape Palliser. Tourism is an important industry for the town, and the information centre is a good source of advice about accommodation, activities, wineries and where to eat.
There are numerous options for accommodation, from casual B&Bs to a five-star hotel. A small number of wineries and specialist tour operators offer vineyard tours, while there are many dining opportunities at wineries, or at the cafés and restaurants dotted around the attractive village square. A vibrant shopping precinct exists with boutique shops.
The town is home to the South Wairarapa District Council.