October 2025

Global Wine Tourism Report 2025: A Comprehensive Analysis of Emerging Trends, Economic Impact, and Sustainability in the Global Wine Tourism Sector

The recently published Global Wine Tourism Report 2025 marks a significant milestone for the international wine and tourism industries. Conducted by Hochschule Geisenheim University in collaboration with UN Tourism, the International Organisation of Vine and Wine (OIV), the Great Wine Capitals Global Network (GWC), and WineTourism.com, this comprehensive study draws on data from 1,310 wineries across 47 countries, providing the most extensive global analysis of wine tourism to date.

According to Professor Gergely Szolnoki, who led the research, the report offers a global perspective on current market conditions, consumer behaviour, and strategic innovation, helping the sector better understand the evolving expectations of wine tourists worldwide.

Over the past decade, wine tourism has become an increasingly dynamic force in the global economy. When effectively managed, it not only drives rural and regional development but also safeguards cultural heritage, environmental sustainability, and community well-being. Despite its rapid growth, the industry has long lacked robust international data, an information gap this report aims to fill through a systematic, evidence-based annual survey.

Key Findings reveal several structural and behavioural trends shaping the future of wine tourism:

Economic Contribution: Wine tourism continues to serve as a critical economic driver, generating significant revenue and employment in local and rural economies.

Profitability: Two out of three wineries report profitability from tourism, accounting for nearly 25% of total revenue.

Sustainability: Environmental and social sustainability are increasingly central to winery strategies, with two-thirds rating them as “important” or “very important.”

Regional Disparities: Europe reports rising visitor numbers, while several overseas regions experience declines, illustrating uneven recovery patterns.

Engagement: One in four wineries which have not yet engaged in wine tourism has already decided to enter the field, and half are considering doing so in the near future.

Demographics: The 45–65 age group remains dominant; however, millennials and younger travellers (25–44) represent a rapidly expanding segment, drawn to experiences combining education, gastronomy, and sustainability.

Challenges: Economic pressures, falling wine consumption, regulations, labour shortages, and digitalization demand adaptive responses.

Core Activities: Tastings, cellar visits, and vineyard tours continue to form the backbone, offering authentic experiences and personal connections.

Trends: Growing demand for authentic, local, culinary, eco-friendly, and nature-based offers, reinforced by strong digital engagement.

Strategies: Innovation is driven by storytelling, social media, food pairings, local partnerships, education, and cultural events.

Innovation & Investment: Wine tourism is widely regarded as essential for competitiveness, although actual investment levels vary.

Outlook: Half of wineries plan further investment, most anticipate growth, and nearly two-thirds see wine tourism as a resilience tool.

The Global Wine Tourism Report 2025 establishes a unique international benchmark, reaffirming wine tourism’s role as a vital catalyst for economic growth, cultural exchange, and sustainable development within the global wine landscape.

The Full report and executive summary are available at:
👉 www.hsgeisenheim.de/gwtreport

G.H. Mumm Appoints Trina Smith as Terroirs Pacific Winemaker, Strengthening Sparkling Wine Excellence Across Australasia

G.H. Mumm has appointed award-winning winemaker Trina Smith as Mumm Terroirs Pacific Winemaker, overseeing production across Australia and New Zealand. Recognized as one of Australia’s foremost sparkling wine specialists, Smith brings over two decades of global experience spanning California, South Africa, and Italy.

Based in the Barossa Valley, she will lead winemaking for the Mumm Terroirs Collection, including Marlborough Prestige Brut, Brut Rosé, Central Otago Blanc de Noirs, and Tasmania Prestige Brut, while collaborating with the Maison’s Chef de Cave and regional growers.

Smith’s appointment reinforces Mumm’s commitment to crafting wines that express the unique terroirs of Marlborough, Central Otago, and Tasmania, three of the Southern Hemisphere’s leading cool-climate regions. Her leadership follows the successful launch of the Mumm Tasmania Prestige Brut (2022), a benchmark for Tasmanian sparkling wines and a reflection of the region’s growing significance, now accounting for over 40% of Tasmania’s total wine production.

Trina Smith states: “I’m thrilled to step into this role and continue building on Mumm’s legacy in Australasia. My focus will be on crafting wines that truly express the character of our region. Marlborough, Central Otago and Tasmania are world-renowned cool-climate regions, producing sparkling wines of exceptional finesse, energy and character and I look forward to shining an international light on our sparkling wines.”

Etna Days 2025: Showcasing Etna DOC Wines and Volcanic Terroir

Etna Days 2025 marked a record-breaking edition, celebrating the cultural, environmental, and enological richness of Sicily’s iconic volcano. Hosted at Il Picciolo Golf Resort, Castiglione di Sicilia, the event united global wine professionals for tastings, vineyard visits, and dialogue on the evolution of Etna DOC wines.

This event reinforced Mount Etna as the heart of Sicilian viticulture and a leading European wine region. Held September 18 – 20, it brought together producers, journalists, importers, and wine professionals to explore the terroir, tradition, and innovation shaping Etna DOC. Over ninety wineries showcased the volcano’s diverse microclimates and vineyard districts, highlighting Etna’s expanding global influence.

Francesco Cambria, President of the Consorzio di Tutela Vini Etna DOC, emphasized the event’s deeper purpose: “Etna Days is the culmination of our collective work: over these three days, we want to showcase not just wines, but a cultural heritage and identity that belongs to the volcano’s communities.”

The Venue: Il Picciolo Golf Resort, Castiglione di Sicilia

Nestled among the black lava terraces and verdant vineyards of Etna’s northern slopes, Il Picciolo Golf Resort served as the event’s official venue. Its panoramic setting provided an ideal backdrop for tastings, discussions, and networking. Beyond its picturesque location, the resort represented a synthesis of Sicilian hospitality and the elegance of wine culture; it was a perfect reflection of Etna DOC’s spirit.

Program Highlights: Tastings and Technical Sessions

The program opened with a presentation by the Consorzio, tracing Etna DOC’s historical evolution and strategic direction. This was followed by technical and walk-around tastings showcasing over five hundred Etna DOC wines. From Carricante-based Etna Bianco to Nerello Mascalese-driven Etna Rosso, each wine expressed the minerality, precision, and freshness characteristic of volcanic viticulture.

The tastings served as a critical platform for analysis and exchange, where sommeliers, journalists, and buyers engaged directly with producers to discuss winemaking philosophies, clonal selections, and sustainability practices.

Dining Under the Stars

An unforgettable moment unfolded under the stars at Il Picciolo Golf Resort, where producers, international guests, Management and Jury of the Concours Mondial de Bruxelles all gathered for an evening that celebrated the unity of Etna’s wine community. Local culinary artistry met expressive volcanic wines in a setting illuminated by the night sky and framed by the silhouette of the volcano.

Vineyard and Winery Visits: The Contrade of Etna

The following two days were dedicated to immersive vineyard and winery visits across Etna’s diverse contrade. From centuries-old ungrafted vines to new high-altitude plantings, these excursions revealed the geological and cultural mosaic underpinning Etna’s viticultural identity.

Producers highlighted the challenges of working in such a dynamic environment, ranging from steep slopes to unpredictable volcanic activity, while showcasing innovations in organic farming and micro-vinification. The result was a living laboratory of sustainability, where past and future meet in every glass.

Wineries visited: Benanti, Terra Costantino, Verderame, Terrazze dell’Etna, Bugia Nen, and Murgo.

Etna’s Role as a Global Model

Salvatore Barbagallo, Councillor for Agriculture of the Sicilian Region, described Etna as “a natural laboratory of sustainability and biodiversity.” This year’s event demonstrated how Etna’s producers are redefining quality through ecological awareness and territorial integrity. The initiative, partially supported by the Sicilian Regional Department of Agriculture, illustrated the power of collaboration in promoting regional excellence on an international scale.

Consorzio Director Maurizio Lunetta concluded: “We are recording significant numbers that confirm the international stature of the denomination. The goal for the future is to grow with an integrated vision that goes beyond winemaking, involving hospitality, gastronomy, and typical products.”

Looking Forward To 2026

Looking ahead to Etna Days 2026, the event is poised to further strengthen Etna’s international reputation. The region’s story of resilience, beauty, and innovation continues to unfold, rooted in one of the world’s most remarkable volcanic terroirs.

Assouline Releases Wine & Travel United States of America – A Strategic Lens on American Wine Tourism and Cultural Branding

I’m thrilled to receive a copy of Assouline’s Wine & Travel United States of America – fresh off the press!

With a quick overview, this latest publication from Assouline offers a timely exploration of the American wine industry through the dual lenses of culture and tourism. Authored by Enrico Bernardo, World’s Best Sommelier (2004), the book reveals how America’s wine regions are shaping both consumer tastes and the nation’s global identity for premium wine tourism, presenting these regions not only as destinations but also as cultural expressions of land, climate, and community.

Bernardo takes readers from California’s Santa Barbara, where Rhône varietals thrive in the Pacific breeze, to Oregon’s Willamette Valley, globally recognized for its refined Pinot Noir. Along the way, he highlights the distinct terroirs of Washington’s Walla Walla Valley, the pioneering sustainability of Sonoma and Mendocino, and the charm of New York’s Finger Lakes. Each chapter underscores how geography, climate, and human vision intersect to create wines that reflect a nation’s spirit of innovation and tradition.

Beyond viticulture, Wine & Travel: USA celebrates the art of hospitality and the culinary traditions that define American wine culture. From Michelin-starred dining in Napa to the approachable tasting rooms of emerging regions, Bernardo further illustrates how wine tourism is a key driver of regional economies and as a catalyst for cross-sector growth in gastronomy, hospitality, and cultural heritage.

A celebrated figure in gastronomy, Bernardo was named Best Sommelier in the World in 2004. His career includes helming Michelin-starred restaurants, global consulting, and authoring seminal works such as The Impossible Collection of Wine and The Impossible Collection of Champagne. With Wine & Travel: USA, he offers both oenophiles and travelers an immersive journey across vineyards, valleys, and coastlines, positioning American wine as a cultural treasure on the world stage.

For wine tourism professionals, the publication reinforces the importance of storytelling, hospitality innovation, and sustainability in strengthening regional identity. It provides not only inspiration but also strategic insight into how American wine destinations can continue to expand market share and cultural resonance on the global stage.

I’m looking forward to digging in and reading this thoughtful study of how American wine regions are redefining global wine tourism!

Great Wine Capitals 2026 Best of Wine Tourism Regional Awards Announces Napa Valley Winners

The regional Napa Valley delegation for the Great Wine Capitals, which includes the County of Napa, Napa Valley Vintners, and Visit Napa Valley, has announced the winners of the 2026 Best of Wine Tourism Regional Awards.

The annual Great Wine Capitals Best of Wine Tourism Awards celebrate innovation and excellence in wine tourism across the world’s leading wine regions. Napa Valley is among 11 global regions recognized internationally by the Great Wine Capitals Network for delivering exceptional wine tourism experiences.

Tourism and hospitality businesses in Napa Valley were invited to self-nominate in one of seven categories during August. Submissions were reviewed and winners selected by a judging panel that included representatives from the County of Napa, Napa Valley Vintners, and Visit Napa Valley.

The Great Wine Capitals 2026 Best of Wine Tourism Regional Award winners, by category, are:

Accommodation – The George
Architecture & Landscapes – Cuvaison Winery
Art & Culture – Boisset Collection
Innovative Wine Tourism Experiences – Sterling Vineyards
Sustainable Wine Tourism Practices – CHANDON
Culinary Experiences – Clif Family Winery
Wine Tourism Services – Festival Napa Valley

Last year’s (2025) Napa Valley Regional Award winners included: Dr. Wilkinson’s Backyard Resort & Mineral Springs (Accommodation), Signorello Estate (Architecture & Landscapes), Rail Arts District (RAD) Napa (Art & Culture), Olabisi Winery (Vine Trail Adventures) (Innovative Wine Tourism Experiences), Pine Ridge Vineyards (Sustainable Wine Tourism Practices), Oxbow Public Market (Culinary Experiences), Napa Valley Wine Train (Wine Tourism Services). Napa Valley Wine Train went on to receive global recognition as the 2025 Global Winner in the Wine Tourism Services category.

In addition to being recognized in front of an audience of industry peers, the 2026 regional award winners are now in consideration for the Global Best of Wine Tourism Awards. Global winners will be announced at the Great Wine Capitals Annual General Meeting held in Bordeaux, France, in November 2025.

For further information, visit: https://www.visitnapavalley.com/blog/post/2026-best-of-wine-tourism-award-winners/