A landmark international study has painted the most detailed picture to date of the global wine tourism sector, revealing an industry that is a significant economic engine for rural communities yet is navigating uneven growth and rapidly shifting consumer demands. The research highlights a contrast between burgeoning visitor numbers in Europe and declining traffic in overseas regions, alongside a clear pivot toward sustainable, educational, and gastronomic experiences to attract a younger and more diverse audience.
The 2025 Global Wine Tourism Report, a collaboration led by Germany’s Hochschule Geisenheim University, surveyed 1,310 wineries across 47 countries, creating a comprehensive baseline for a vital part of the global industry. The findings underscore the sector’s role in fostering sustainable development and preserving cultural heritage. According to the research team leader, Professor Gergely Szolnoki, the report “offers a unique global voice for the wine sector” and “sets the stage for a better understanding of consumer expectations and for designing innovative strategies.” While the majority of wineries express optimism and plan further investment, the report also points to a critical need for data-driven strategies to adapt to new market realities.
Economic Impact and Future Projections
Wine tourism stands as a dynamic and profitable segment of the global economy, with forecasts predicting substantial growth. The market was valued at over $85 billion in 2023 and is projected to reach nearly $96 billion in 2024, with one analysis forecasting a compound annual growth rate of 13.2% over the next decade, potentially reaching a value of $332.5 billion by 2034. Another report projects an expansion from approximately $108 billion in 2025 to $358.6 billion by 2035. This growth is fueled by an increasing consumer desire for unique travel and culinary experiences.
The economic benefits extend directly to wineries, especially as a buffer against agricultural volatility. Amid the lowest global wine production in over 60 years in 2024, direct-to-consumer sales, bolstered by tourism, have become a critical revenue stream for improving profit margins and building customer loyalty. In the United States, direct wine sales reached $4.2 billion in 2021, a trend sustained by tourism in subsequent years. Similarly, a study in Italy found that over 76% of visitors purchased wine during their visit. This direct financial impact is why nearly two-thirds of wineries believe tourism serves as a valuable tool for strengthening their resilience during times of crisis.
Geographic Disparities and Visitor Demographics
The global recovery and growth in wine tourism are not uniform, with significant regional differences in visitor trends. The Geisenheim University study reveals a notable divergence between Europe and overseas wine regions. While many European wineries are experiencing a rise in visitor numbers, 41% of their counterparts in overseas regions report a decline in foot traffic. Only 17% of European wineries reported a similar decrease.
Specific regions illustrate this robust European growth. In Spain’s Rioja region, wineries saw nearly 880,000 visits in 2023, a 17.5% increase from the previous year, generating an economic impact of almost €186 million. Meanwhile, emerging European destinations like Moldova, Georgia, and Croatia are gaining attention alongside traditional powerhouses France, Italy, and Spain.
A Younger, More Diverse Tourist
Across the globe, the profile of the average wine tourist is changing. Wineries are seeing a clear shift toward younger visitors, particularly those aged 25–44. Data from Napa Valley in the U.S. shows the average visitor age dropped from 46 to 40 between 2018 and 2023. During the same period, the region saw its share of African American tourists triple and Latino visitors nearly double. A similar trend is visible in Argentina, where travelers aged 18–35 constituted over 40% of international visitors.
Evolving Tastes and Experiences
To attract this new wave of tourists, wineries are moving beyond simple tastings and tours. Today’s visitors seek immersive, hands-on activities that connect them with the place, its culture, and its cuisine. Strong growth trends are apparent in demand for wine education, sustainability-focused tours, and gastronomy. Winery visits and tastings remain the dominant activity, accounting for an estimated 38.7% of the market share, but the nature of these visits is changing. Wineries are increasingly partnering with local restaurants and chefs or offering their own food pairings and workshops to elevate the visitor experience.
Sustainability, in particular, has become a central theme. Eco-conscious travelers are actively seeking vineyards that practice organic farming, water conservation, and biodiversity preservation. Wineries worldwide recognize the need for sustainable strategies, but many report lacking the specific knowledge and resources to implement them effectively. This gap between awareness and action is a significant challenge for the industry’s future development.
Digital Integration and Direct Booking
Technology is reshaping how wineries connect with visitors. The convenience of online and direct bookings has made it a major revenue channel, with bookings through winery websites representing around 38.7% of revenue. The pandemic also accelerated digital innovation, popularizing online wine tastings, virtual tours, and augmented reality experiences. While the peak of virtual-only events that began in 2020 has subsided, these digital tools have permanently expanded the market, allowing wineries to engage with consumers anywhere in the world.
This digital shift complements a focus on local engagement that also gained traction during the pandemic. With international travel restricted, many wineries rediscovered the importance of the local population. This has led to the development of new offerings tailored specifically for local visitors, who were previously often overlooked as a distinct tourist segment.
Industry Adaptation and New Audiences
Faced with challenges from climate change to inflation, the wine tourism industry is demonstrating adaptability. Wineries are expanding their appeal to what some researchers term “secondary wine tourists”—visitors who are drawn not just by the wine itself but by the broader experience, including local nature, architecture, and personal encounters with winemakers. This strategy helps attract a wider audience and can convert individuals who were not previously wine enthusiasts into new, loyal customers.
Despite recognizing the need for change, the industry still suffers from a lack of comprehensive international data, which limits the ability of businesses and policymakers to develop evidence-based strategies. The new annual report from Geisenheim University and its partners, including UN Tourism and the International Organisation of Vine and Wine (OIV), aims to fill this gap. Even with current uncertainties, optimism is prevalent. A majority of wineries expect steady growth, and a significant number of producers not yet engaged in tourism are planning to enter the field.
