Category: Wine Marketing

The global wine tourism sector demonstrated exceptional growth and resilience in 2024, according to The Global Wine Tourism Market 2024 report, published by Vinetur on July 16, 2025. Despite a challenging year for wine production and consumption worldwide, wine tourism emerged as a dynamic and vital segment within the broader tourism and beverage industries.

Market valuations for 2024 varied based on methodology. Conservative estimates, focused on core winery activities, valued the market at $11.86 billion, up from $10.53 billion in 2023. Broader analyses, which included spending on accommodation, gastronomy, and cultural activities, estimated the sector’s value as high as $95.88 billion. All credible sources reported strong double-digit growth, with compound annual growth rate (CAGR) forecasts ranging between 4.01% and 13.2% for the coming years.

This strong performance stood in stark contrast to the steep declines in wine production and consumption. Global wine production in 2024 dropped to 225.8 million hectoliters, a 4.8% decrease from 2023 and the lowest output in more than six decades, primarily due to severe weather events affecting vineyards worldwide. Meanwhile, global wine consumption declined by 3.3% to approximately 214.2 million hectoliters, the lowest level since 1961, driven by economic pressures, evolving consumer habits, and growing health consciousness.

Amid these headwinds, wine tourism thrived, bolstered by transformative trends. Central to this growth was the rise of the “experience economy,” as travellers increasingly sought immersive and educational experiences over traditional sightseeing. Wine tourism responded with vineyard tours, blending workshops, harvest participation, and integration with culinary travel. Sustainability also became a major value driver, with many wineries adopting organic and biodynamic practices, water conservation methods, and renewable energy, particularly appealing to Millennial and Gen Z tourists.

Digital transformation further accelerated growth. Online booking platforms, virtual tours, and targeted social media campaigns made wine regions more accessible than ever. Wineries increasingly use technology to deliver personalized experiences and build deeper engagement with visitors.

From a regional perspective, Europe maintained its global leadership with over 51% market share in 2023, led by France, Italy, and Spain. North America, driven by California’s Napa and Sonoma valleys, emerged as a high-value growth engine. Asia-Pacific posted the highest projected growth rates, supported by rising middle-class populations in China, India, and Australia. South American destinations such as Argentina and Chile gained international appeal thanks to favourable exchange rates and distinctive terroirs, while South Africa’s wine tourism sector made a strong post-pandemic recovery.

In Europe:

• France welcomed approximately 10 million wine tourists in 2024. Bordeaux alone attracted nearly six million visitors despite a small harvest caused by mildew and rain. Champagne drew about 3.5 million visitors, even as global shipments dropped more than 9% due to economic uncertainty.
• Italy’s wine tourism sector grew by 16%, reaching a value of €2.9 billion. Tuscany remained a top destination with over 15 million tourist arrivals.
• Spain’s Rioja region set new records with more than 912,000 winery visits.

In North America:

• The region contributed roughly 25% of global market revenue in 2023.
• Napa Valley generated $2.5 billion in visitor spending, with an average daily spend of $446 per overnight guest.
• Sonoma County welcomed over 10 million visitors in 2024, generating $1.5 billion in spending.

In South America:

• Mendoza, Argentina, increased the number of wineries open to tourism by nearly 60% since 2018, receiving almost 1.6 million visitors in 2024. Domestic travellers accounted for 62% of this total.
• Chile reached a record 219 wineries open to tourism and welcomed nearly one million visitors.

In Asia-Pacific:

• The region is expected to grow nearly 15% annually through 2030.
• Australia benefited from renewed exports to China following the removal of tariffs in March 2024. New South Wales led the country in attracting international wine tourists.

In South Africa:

• The sector surpassed pre-pandemic levels, with direct GDP contributions of approximately $162 million in 2022.
• Domestic tourists accounted for 58% of room nights in the Cape Winelands in 2024.

Market segmentation analysis revealed that on-site winery experiences, such as tastings and tours, accounted for more than 57% of offerings in 2023. Festivals and events are projected to grow at a CAGR of nearly 14% through 2030. Domestic tourism provided a stable foundation, contributing 64% of total revenue, while international tourism drove higher growth rates.

Direct bookings remained the preferred choice for 40% of travellers, though online travel marketplaces are rapidly gaining traction due to ongoing digitalization trends.

Looking ahead, the strategic outlook for wine tourism remains optimistic, despite challenges such as climate change, economic volatility, evolving consumer preferences, including demand for low- and no-alcohol options, and inconsistent data collection across regions.

Industry experts recommend that wineries invest in hospitality infrastructure, digital tools, and sustainability practices to appeal to modern travellers seeking authentic, values-driven experiences. Tourism boards are advised to promote integrated regional experiences and support transportation infrastructure, while investors are encouraged to explore diversified assets that combine winemaking with hospitality services.

The global wine tourism sector is shifting from product-centric models to experience-driven value creation, a trend poised to drive continued growth well into the next decade, even as traditional wine production faces mounting pressures.