What Drives Wine Tourism Today: Key Insights from the Global Wine Tourism Report
The Global Wine Tourism Report 2025, released by Hochschule Geisenheim University in partnership with UN Tourism, the OIV, Great Wine Capitals and WineTourism.com, stands as the most comprehensive international study of wine tourism ever undertaken. Drawing on data from 1,310 wineries across 47 countries, it offers an unparalleled panorama of how wine tourism is evolving worldwide.
Wine Tourism as a Strategic Pillar: Economics and Impact
Economic Significance
Wine tourism has become a central engine of regional development, strengthening local communities and contributing meaningfully to rural economies.
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Two-thirds of wineries worldwide consider wine tourism profitable.
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On average, it accounts for around 25% of total winery revenue.
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For small and medium-sized producers, this share is often even higher, helping to offset fluctuations in wine sales.
Sustainability and Long-Term Strategy
Two-thirds of wineries describe wine tourism as a “important” or “very important” component of their business strategy. Increasingly, it is woven into long-term sustainability plans, encompassing:
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landscape preservation,
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support for local communities,
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cultural heritage,
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ecological practices.
Global Dynamics: Where Wine Tourism Thrives and Where It Falters
Europe
Visitor numbers continue to rise, particularly in France, Italy, Spain, Portugal and Austria. European wineries are investing heavily in digital tools, gastronomy and cultural programming.
Beyond Europe
41% of wineries outside Europe report a decline in visitor numbers. Key reasons include:
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economic pressure,
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falling wine consumption,
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regulatory constraints,
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labour shortages,
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weaker digital presence.
The Contemporary Wine Tourist: A Changing Profile
The Core Audience
Visitors aged 45-65 remain the backbone of wine tourism. They value classic tastings, history and terroir.
The Rising Generation
The 25-44 demographic is expanding rapidly. Their motivations differ:
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education,
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sustainability,
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gastronomy,
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authentic local experiences,
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digital engagement.
A Crucial Insight
Wine tourism is now a cross‑generational product, requiring distinct formats for different age groups.
What Wineries Do: Activities and Innovations
The Core Offerings
Across all countries, the essential experiences remain:
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tastings,
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cellar visits,
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vineyard walks.
These continue to anchor the wine tourism experience.
Fast‑Growing Trends
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food‑and‑wine pairing,
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local partnerships (farmers, artisans, chefs),
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cultural events (music, art, festivals),
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educational programmes,
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ecological and nature‑based activities,
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storytelling and social media.
Digitalisation
Online booking, interactive formats, video content and virtual tours are now indispensable for attracting younger visitors.
Industry Challenges: What Holds Growth Back?
Key Barriers
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economic pressure,
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declining wine consumption,
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regulatory hurdles,
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labour shortages,
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the need for digital transformation.
Yet:
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25% of wineries plan to enter wine tourism,
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50% are considering it.
Even in difficult conditions, the sector shows remarkable potential.
Investment and Outlook
Investment Trends
Wine tourism is increasingly viewed as essential for competitiveness.
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Half of wineries intend to increase investment.
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Most expect growth in the coming years.
Future Prospects
Nearly two-thirds see wine tourism as a stability tool during economic fluctuations.
Expert Voices
Professor Gergely Szolnoki – initiator of the study, professor of marketing research at Hochschule Geisenheim University and judge of the international Wine Travel Awards – played a pivotal role in shaping the report.
His “industry‑to‑industry” approach enabled the creation of a global dataset that now serves as a benchmark for wineries, regions and tourism organisations.
“This global survey provides timely insights into wine tourism, highlights key trends and innovations, and offers wineries and regions valuable benchmarks for developing their strategies.”
Practical Recommendations for Wineries and Regions
1. Diversify Formats to Reach Broader Audiences
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Classic tastings for the 45–65 demographic.
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Educational programmes, gastronomy and ecological activities for 25–44.
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Family‑friendly events, harvest days, picnics, photo sessions, clubs and workshops for broader community engagement.
2. Invest in Digitalisation
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online booking,
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interactive experiences,
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video content,
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active social media presence.
This is essential for attracting younger visitors.
3. Strengthen Local Partnerships
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restaurants,
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farmers,
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artisans,
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cultural institutions.
Local authenticity is the defining trend of 2025.
4. Create Distinctive Experiences
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themed tastings,
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wine picnics,
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music evenings,
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art projects,
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wine marathons.
Distinctiveness is a competitive advantage.
5. Use Storytelling
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the winery’s history,
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its people,
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terroir,
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traditions.
Storytelling deepens emotional connection and builds loyalty.
6. Plan Investments Strategically
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infrastructure,
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staff,
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marketing,
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ecological practices.
Wine tourism is a resilience tool, not merely an additional revenue stream.
Conclusion: Wine Tourism Enters a New Era
The Global Wine Tourism Report 2025 shows that wine tourism has become a global strategic sector, shaping the economy, culture and sustainable development of wine regions. Its future lies in the interplay of authenticity, digitalisation, gastronomy and local partnerships. Thanks to the work of Professor Gergely Szolnoki and the project’s international partners, the industry now has a robust instrument for informed decision‑making and strategic planning. And for those wishing to amplify their efforts and connect with wine bloggers, ambassadors and colleagues worldwide, the Wine Travel Awards community brings together wine tourism operators from 47 countries.