Top Tourist Destinations
Travel is an essential part of life for millions of people around the world. Tourists seek not only famous landmarks but also the thrill of discovering new places, exploring unique corners of the planet. Thematic forms of travel – such as wine and culinary tourism – are gaining increasing popularity, offering travelers a chance to experience a region through its flavors and traditions. However, there are countries, according to the data from the United Nations World Tourism Organization (UNWTO), that consistently remain to be leaders in terms of tourist arrivals, regardless of shifting trends.
#1 – France
France for many years has held the title of the most visited country in the world. In 2023-2024, it welcomed around 100 million tourists. From Paris to the French Riviera, France remains a magnet for everyone who loves culture, fashion, and gastronomy.
In the WTA 2024-2025 campaign, the winners from France were The Cité des Climats et Vins de Bourgogne in Education in Enotourism/Cultural Mission; Oleksandra Minenko-Decamps in Wine Guide/Top Guide; Château Angelus (special Judge’s Choice Award) in The Visiting Card of the Country/Art & History Object. These three nominees each greatly contribute to the development of tourism, including wine tourism, in France.
The Cité des Climats et Vins de Bourgogne is a unique project dedicated to the culture of Burgundy’s winegrowing terroirs. Here, visitors can taste wines, attend masterclasses, join roundtable discussions, explore exhibitions, and take part in themed evenings. They can also fully immerse themselves in over 20 interactive exhibits featuring aromas, sounds, visuals, and tactile elements that tell the story of viticulture and terroir. The museum even includes a special children’s route, where young visitors can enjoy grape juice and participate in sensory and educational activities.
Oleksandra Minenko-Decamps is a judge of the leading international wine competitions, the founder of the Wine Signature Group (WSG) and Wine Egoiste companies, a UNESCO ambassador of the “Climats du vignoble de Bourgogne Patrimoine” program, and also a member of the Confrérie des Vignerons de Saint Vincent Mâcon – she does everything to promote wine culture at the global level, and also contributes to the preservation of the historical winemaking heritage and draws attention to climate changes affecting the terroirs of Burgundy.
Château Angelus is one of the most outstanding estates of Saint-Émilion, famous for its velvety, rich wines. The specialty of the farm is a high percentage of Cabernet Franc and the aging of wines to the melodious ringing of bells, which have become a symbol of the estate.
#2 – Spain
Spain confidently maintains its second place in the world tourism rankings. In 2023, the country was visited by 85 million people, and in 2024 – 93.7 million, which means an increase of almost 10%. Barcelona, Madrid, Seville and the Balearic Islands are still among the most popular tourist destinations.
Over the four years of the Wine Travel Awards, many outstanding wineries, museums and wine schools in Spain have become nominees and winners of the project, including Bodegas González Byass, one of the most famous and respected wineries in Spain, especially known for its Tío Pepe sherry; Dry Martini Barcelona, one of the most respected and long-running cocktail bars in Barcelona and in all of Spain, is consistently included in the global top 50; , a fusion of archeology, history, art and science; Wine Tourism School of Catalonia, a project aimed not only at education, but also at the local development of wine tourism, etc.
#3 – USA
The United States ranks third with 67 million tourists in 2023 and 72.4 million in 2024. New York, Los Angeles, national parks and cultural diversity make the country a constant magnet.
The 2024-2025 Wine Travel Award in Wine & Food Influencer/The Brightest Journey was won by Allison Levine, founder of Please The Palate, an agency specializing in marketing and events for the wine and spirits industry, from product launches to major trade and media events across the United States.
Also nominated from the United States were Chateau Montelena, the legendary winery that put California on the map worldwide after winning the 1976 Judgment of Paris; Ridge Vineyards, the celebrated California winery known for its organic Monte Bello vineyard and classic wine style recognized at world tastings; Robert Mondavi Winery, an iconic California winery renowned for its innovations in winemaking, its To Kalon vineyard (one of the most famous and prestigious vineyards in the world, located in Napa Valley) and its active support of the arts through concerts, exhibitions and cultural programs; The Silver Oak Winery and Dunn Vineyards. And, of course, California Wines, a marketing initiative managed by the Wine Institute, the leading association of California wineries.
#4 – Italy
With its endless monuments of art, cuisine and warmth of the Italian spirit, Italy attracts more than 50 million tourists every year. Rome, Florence, Venice and the coasts are a must visit!
The winners (special Judge’s Choice Award) of the latest WTA campaign were: Tenute SalvaTerra, a winery located in the heart of the Valpolicella Classica region, near Verona, in the historic Villa Giona, built at the end of the 15th century; Azienda Agricola San Salvatore 1988, a winery known for its biodynamic and sustainable approach, using organic fertilizers and solar energy. It produces a variety of wines that reflect the unique terroir of the Cilento region and has received recognition at international competitions.
Italy is truly a location that can be called a must visit without a doubt. Take a look at this nomination and see for yourself.
#5 – Turkey
As of July 2025, Turkey has hosted over 20 million foreign tourists. In 2023, the country welcomed 55 million visitors, and in 2024, this number increased to 62 million. Turkey successfully combines accessibility, beautiful beaches, rich history and a unique oriental atmosphere. A wide range of resorts – from bustling tourist centers to quiet secluded places – attracts travelers with a wide range of preferences.
#6 – Mexico
The leader of tourism in Latin America. In 2023, the country was visited by about 40 million tourists, in 2024 – 45 million. Caribbean resorts, colonial cities and natural beauty make it increasingly attractive. As of July 2025, Mexico has been visited by more than 23.8 million international tourists. The main sources of tourist flow are the United States, Canada and Argentina. In particular, the number of Canadian tourists increased by 15.6% in March 2025 compared to the same month in 2024.
As the Wine Travel Awards continues to expand its international presence, the 2024-2025 campaign also included nominees from Mexico. Dos Búhos is an organic winery in Mexico located at 2,000 meters above sea level, known for its unique wines from a variety of grape varieties. It combines high-altitude winemaking with sustainable practices and offers tastings for wine tourists.
By the fourth release of the award, the Wine Travel Awards team has analyzed the geography of the project and made a comforting conclusion: it covers 44 countries and, though it does not reach the extreme poles of the Earth, it extends from the Northern tropic to the Southern tropic. We are sure that the fifth, anniversary season will be filled not only with new names, but also with new participating countries. If you are interested to become a WTA nominee in one of our categories, please write to us, our community should grow.
Stay connected with Wine Travel Awards: