Wine Tourism Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Service (Wine Tastings & Tours, Wine Festivals & Events, Others), By Tourist Type (Domestic, International), By Booking Mode (Direct Booking, Travel Agencies, Online), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 49.55 Billion
CAGR (2026-2031)	13.09%
Fastest Growing Segment	Wine Festivals & Events
Largest Market	North America
Market Size (2031)	USD 103.63 Billion

Market Overview

The Global Wine Tourism Market will grow from USD 49.55 Billion in 2025 to USD 103.63 Billion by 2031 at a 13.09% CAGR. The Global Wine Tourism Market comprises travel activities centered on visiting wine regions for tasting, consumption, and purchasing products directly at the source. The expansion of this market is fundamentally supported by the rising global demand for immersive experiential travel and the strategic imperative for wine producers to enhance profitability through direct sales to consumers. Furthermore, regional authorities actively subsidize and promote this sector to foster economic diversification and employment within rural agricultural areas.

A significant challenge impeding broader market development is the increasing volatility of weather patterns due to climate change which disrupts harvest schedules and threatens the agricultural integrity of key destinations. Operational consistency is further strained by logistical difficulties in maintaining year-round hospitality services in remote vineyard locations. Illustrating the economic scale of the sector, according to the Spanish Association of Wine Cities, in 2024, the direct revenue accumulated from visits to wineries and wine museums in Spain totaled approximately 112.3 million euros.

Key Market Drivers

The rising demand for immersive culinary and enological experiences is fundamentally reshaping the Global Wine Tourism Market, transitioning the sector from passive product tasting to active, high-value lifestyle engagements. Modern enotourists increasingly prioritize educational vineyard tours, hands-on blending sessions, and farm-to-table dining, which significantly extends their dwell time and expenditure within wine regions. This shift transforms wineries into comprehensive hospitality destinations, allowing producers to capitalize on high-margin on-site spending while deepening brand loyalty. The economic impact of this experiential demand is substantial in established hubs; for instance, according to Visit Napa Valley, August 2024, in the '2023 Visitor Profile and Economic Impact Study', visitors contributed more than $2.5 billion to the local economy in 2023, driven largely by spending on lodging and dining. This engagement is a critical funnel for post-visit revenue, as face-to-face interactions remain the primary catalyst for club memberships and remote sales. Illustrating this downstream value in key markets, according to Sovos ShipCompliant, January 2024, in the '2024 Direct-to-Consumer Wine Shipping Report', the value of the US direct-to-consumer channel, which relies heavily on customer acquisition through tourism, leveled out at $4.1 billion in 2023.

Simultaneously, strategic government initiatives promoting viticulture tourism are acting as a vital catalyst for market expansion, particularly in rural areas seeking economic diversification. Regional and national authorities are aggressively funding infrastructure improvements, marketing campaigns, and direct grants to wineries to enhance their tourism readiness and stimulate local employment. These policies acknowledge that wine tourism creates a multiplier effect for peripheral industries such as accommodation, transport, and artisan retail. Consequently, public sector support is becoming more targeted to ensure the sustainability of these rural economies. A prime example of such sustained commitment is evident in Australia, where, according to Australian Grape & Wine, May 2024, in the '2024 Federal Budget' summary, the government maintained the Wine Tourism and Cellar Door Grant funding at $10 million per year to support producers in attracting visitors and upgrading facilities. Such financial mechanisms reduce the capital burden on small-to-medium enterprises, enabling them to upgrade cellar door operations and compete in the global tourism marketplace.

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Key Market Challenges

The increasing volatility of weather patterns constitutes a severe structural threat to the Global Wine Tourism Market by destabilizing the agricultural foundation upon which the industry relies. Wine tourism is intrinsically linked to the successful cultivation of grapes, yet climate change is rendering natural cycles unpredictable. Extreme weather events such as unexpected frosts, prolonged droughts, or violent hailstorms damage crop yields and force sudden alterations to harvest schedules. This unpredictability complicates the long-term planning of tourism activities, as the primary attraction—the vineyard experience and tasting of local vintages—becomes precarious when the raw material itself is compromised.

Consequently, this instability disrupts the operational continuity required for sustaining hospitality services in rural destinations. When production volumes plummet due to climatic stress, wineries face reduced inventory for direct-to-consumer sales, which is a core revenue stream for the tourism model. The magnitude of this agricultural disruption is evident in recent industrial data. According to the International Organisation of Vine and Wine, in 2024, global wine production fell to approximately 225.8 million hectolitres, marking the lowest output recorded since 1961 due to adverse climatic conditions. Such drastic reductions in supply limit the capacity of wine regions to guarantee a consistent visitor experience, thereby stalling market growth and creating financial uncertainty for stakeholders.

Key Market Trends

The Mainstream Adoption of Sustainable and Regenerative Viticulture Tours is redefining the visitor value proposition by aligning vineyard experiences with environmental ethics. Operators are moving beyond basic organic certifications to showcase net-zero carbon farming, attracting eco-conscious travelers who scrutinize the ecological footprint of their leisure activities. This shift compels producers to operationalize sustainability as a core tourism asset rather than just a production standard. Highlighting this prioritization, according to Vinetur, October 2025, in the 'Global Wine Tourism Report 2025', 67% of wineries surveyed stated that sustainability is important or very important for their tourism operations, anticipating it will become a primary driver of visitor engagement within the next five years.

Concurrently, the Inclusion of Low-Alcohol and Non-Alcoholic Options for Inclusive Experiences is broadening the market by accommodating health-focused demographics. As wellness culture permeates the sector, wineries are diversifying tasting menus to include high-quality dealcoholized vintages, ensuring non-drinkers remain integrated into the hospitality environment. This adaptation captures revenue from previously excluded segments while mitigating the impact of declining alcohol intake. Substantiating this shift, according to Wine Australia, September 2025, in the 'Impact of the wellness trend on wine consumption' bulletin, the consumption of low-alcohol wines is forecast to grow by 14 per cent per annum through 2028, signaling a critical need for venues to align with these moderating behaviors.

Segmental Insights

The Wine Festivals and Events segment currently represents the fastest-growing category within the global wine tourism market. This rapid expansion is primarily driven by the rising demand for immersive experience-based travel, where visitors seek to combine wine education with entertainment, gastronomy, and cultural exchange. These events allow regions to attract a diverse demographic of travelers, ranging from casual enthusiasts to industry professionals, thereby expanding the potential customer base. Furthermore, destination management organizations increasingly utilize these festivals as strategic tools to enhance regional visibility and stimulate local economic activity through extended visitor stays.

Regional Insights

North America maintains the leading position in the global wine tourism market due to the high concentration of wineries and well-developed hospitality infrastructure in the United States. The region benefits from a strong direct-to-consumer sales model and the successful integration of viticulture with leisure activities. Organizations such as the Wine Institute play a critical role in advocating for policies that support winery visitation and direct shipping, which sustains market expansion. This dominance is further reinforced by the high disposable income of domestic travelers who frequent major wine-producing destinations.

Recent Developments

• In December 2025, Fliggy, the travel service platform subsidiary of Alibaba Group, signed a cooperation agreement with the Bordeaux Chamber of Commerce and Industry to promote French wine tourism to the Chinese market. This collaboration focused on digitizing the booking process for vineyard tours and developing specialized travel products tailored to the preferences of Asian tourists. The initiative involved launching official service channels for selected wine estates on the travel platform and utilizing digital marketing campaigns, such as livestreams, to increase the visibility of the Bordeaux region. The partnership aimed to drive visitor growth to the wineries by making travel arrangements more accessible and efficient for the platform's extensive user base.
• In March 2025, United Airlines announced a multi-year partnership with Demeine Estates, a prominent importer of fine wines, to enhance the beverage offerings within its premium business class cabins. Through this collaboration, the carrier began serving exclusive selections from historic Napa Valley producers, including Heitz Cellar and Stony Hill, to passengers on international long-haul flights. This initiative was part of a broader strategy to upgrade the airline's inflight hospitality by providing restaurant-quality wines that reflect specific terroirs and winemaking heritages. The agreement allowed the airline to differentiate its service for luxury travelers while providing the winery partners with a unique platform to showcase their premium products to a global audience.
• In July 2024, Wine Enthusiast Companies expanded its business operations by launching the Tasting Room Directory, a new digital resource designed to facilitate global wine tourism. Created in partnership with the reservation platform Tock, this comprehensive directory was developed to assist travelers in discovering and booking experiences at thousands of wineries worldwide. The platform integrated the media company’s professional wine ratings and reviews, offering users a verified guide to plan their vineyard visits. This product launch represented a significant move into the travel services sector for the company, aiming to connect consumers directly with hospitality businesses and streamline the reservation process for winery tours and tastings.
• In January 2024, WineTourism.com formalized a strategic collaboration with TUI Group Nordic, a major segment of the global travel and tourism operator TUI Group. This partnership was established to integrate a curated selection of wine experiences into the tour operator’s portfolio, addressing the rising consumer demand for authentic culinary and beverage-focused travel activities. As the primary partner for the group’s "in-destination" experiences, the online booking platform provided the travel company with access to its extensive network of wineries and vineyards. This agreement enabled the operator to offer its customers seamless booking options for tastings, tours, and harvest participation, thereby enriching the value proposition of its holiday packages.

Key Market Players

• Constellation Brands, Inc.
• VIAVINUM, S.L
• Wine Tourism Global
• Grape Escapes Ltd.
• Cellar Tastings SL
• BKWine AB
• Pure Luxury Transportation
• Backcountry Wine Tours
• Sula Vineyards Limited
• Wine Compass

By Service	By Tourist Type	By Booking Mode	By Region
Wine Tastings & Tours Wine Festivals & Events Others	Domestic International	Direct Booking Travel Agencies Online	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Wine Tourism Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Wine Tourism Market, By Service:

• Wine Tastings & Tours
• Wine Festivals & Events
• Others

• Wine Tourism Market, By Tourist Type:

• Domestic
• International

• Wine Tourism Market, By Booking Mode:

• Direct Booking
• Travel Agencies
• Online

• Wine Tourism Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE