Category: Wine Trade

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

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/

European Wine Tourism Index 2025: Ranking Europe’s Leading Wine Destinations

Wine tourism represents one of the fastest-growing segments of global cultural and experiential travel. According to a recent survey by TUI Musement, more than 91% of respondents expressed interest in wine-related travel, with the highest engagement among travellers aged 18 to 44. Responding to this demand, and coinciding with Europe’s harvest season, TUI Musement has introduced the inaugural “European Wine Tourism Index 2025,” the first data-driven ranking of Europe’s most attractive destinations for wine tourism.

Unlike perception-based surveys, the Index employs quantitative data and official registries to assess both viticultural heritage and tourism potential. By combining traditional measures of production with indicators of cultural recognition and international prestige, the Index provides a comparative framework for understanding the evolving dynamics of Europe’s wine tourism map.

Methodology

The Index evaluates European Union member states (with a minimum vineyard area of 500 hectares) across five weighted categories:

Vineyard surface area (20%)

Vineyard land dedicated to PDO and PGI wines (30%)

Number of registered PDO/PGI wines (20%)

Total wine production volume (10%)

International awards received (20%)

Data sources include Eurostat, the International Organisation of Vine and Wine (OIV), official EU registries, and the Decanter World Wine Awards 2025. Scores were calculated using a weighted average, providing an objective reflection of both wine heritage and global recognition.

The Results – Europe’s Top 10 Wine-Producing Countries

  1. France (Score: 85.2/100)

France secures first place with unparalleled prestige, the highest number of international awards, and a vast network of PDO regions.

Key regions: Bordeaux, Burgundy, Champagne

Highlights: Bordeaux’s château tours, Burgundy’s 1,000+ climats (vineyard plots) inscribed by UNESCO, Champagne’s historic underground cellars.

Experiences: Private vintage tastings, vineyard drives through Bordeaux in classic cars, cellar tours beneath Épernay’s Avenue de Champagne.

  1. Italy

Italy ranks second as Europe’s largest wine producer and the continent’s leader in PDO/PGI registrations.

Key regions: Tuscany, Piedmont, Veneto

Highlights: Tuscany’s Chianti and Brunello di Montalcino; Piedmont’s UNESCO-listed Langhe-Roero vineyards; Veneto’s iconic Prosecco hills.

Experiences: Chianti tasting with artisanal oils and balsamic vinegar, Prosecco tours in Veneto, vineyard walks in Monferrato.

  1. Spain

Spain, home to the largest vineyard area in Europe (909,367 hectares), ranks third, with 97% dedicated to PDO/PGI wines.

Key regions: La Rioja, Ribera del Duero, Rías Baixas, Jerez

Highlights: Ribera del Duero’s bold reds, volcanic viticulture in Lanzarote’s La Geria, and cava production in Penedès.

Experiences: La Rioja winery tours, sherry tasting in Jerez, vineyard hikes across volcanic landscapes.

  1. Portugal

Portugal earns fourth place through its internationally awarded wines and unique terroirs.

Key regions: Douro Valley, Alentejo, Vinho Verde

Highlights: UNESCO-listed Douro terraces, Alentejo’s bold red wines, crisp whites of Vinho Verde.

Experiences: River cruises with quinta tastings, traditional Algarve wine trails, and immersive tours of fortified Port cellars.

  1. Greece

Greece combines millennia-old heritage with an extraordinary diversity of indigenous grape varieties.

Key regions: Macedonia, Peloponnese, Santorini

Highlights: Assyrtiko from Santorini’s volcanic soils, Agiorgitiko from Nemea, and Xinómavro from northern Macedonia.

Experiences: Sunset tastings in Santorini, Peloponnesian winery tours, Crete’s wine-and-food pairings.

  1. Germany

Germany places sixth, globally celebrated for its Rieslings and scenic river-valley vineyards.

Key regions: Mosel, Rheingau, Pfalz

Highlights: Steep Mosel slopes, Rheingau’s historic Spätlese birthplace, Palatinate’s iconic Bad Dürkheim wine barrel.

Experiences: Vineyard cycling tours, river cruises with Riesling tastings, heritage wine festivals.

  1. Romania

Romania ranks seventh, drawing on deep winemaking traditions dating to antiquity.

Key regions: Transylvania, Muntenia (Dealu Mare), Dobrogea

Highlights: Fetească varietals of Transylvania, powerful reds from Dealu Mare (“Romania’s Tuscany”), and sweet wines from Dobrogea.

Experiences: Castle-linked vineyard visits, Black Sea coastal tastings, immersive food-and-wine tours from Bucharest.

  1. Hungary

Hungary, in eighth place, is synonymous with sweet wines of global renown and increasingly recognized reds.

Key regions: Tokaj, Eger, Villány

Highlights: Tokaji Aszú (UNESCO World Heritage), Eger’s “Bull’s Blood” (Bikavér), Villány’s full-bodied reds.

Experiences: Cellar visits in Tokaj, historic vineyard tours, and urban wine tastings in Budapest.

  1. Austria

Austria’s 46,000 hectares of PDO vineyards demonstrate exceptional quality control.

Key regions: Wachau Valley, Burgenland, Vienna

Highlights: Wachau’s UNESCO terraced landscapes, Grüner Veltliner and Riesling, and Vienna as Europe’s only capital city with significant vineyards.

Experiences: Danube wine cruises, half-day vineyard tours from Vienna, Burgenland’s botrytized dessert wines.

  1. Bulgaria

Bulgaria completes the top 10 with a wine history dating to ancient Thrace.

Key regions: Thracian Valley, Struma Valley, Danube Plain

Highlights: Mavrud-based reds, Mediterranean-influenced wines of Struma, and fresh Danubian whites.

Experiences: Vineyard tours of Nessebar, tastings in the Thracian Valley, and Black Sea wine routes.

The inaugural European Wine Tourism Index 2025 reaffirms Europe’s enduring role as the global centre of wine tourism. While traditional powers such as France, Italy, and Spain remain dominant, the emergence of destinations like Romania, Hungary, Austria, and Bulgaria signals an expanding and diversifying wine tourism map.

This Index provides both travellers and industry stakeholders with an authoritative framework for understanding Europe’s viticultural landscape, linking heritage with tourism potential, and mapping future opportunities for sustainable growth.

The International Wine Academy’s Historic Appeal to the United Nations

Wine has long transcended its role as a simple beverage, serving instead as a living testament to humanity’s cultural, social, and agricultural heritage. Across civilizations, from the vineyards of Mesopotamia to the cellars of Burgundy and the valleys of Mendoza, wine has symbolized conviviality, peace, and continuity. Today, this millennia-old legacy faces an unprecedented challenge. For the first time in its history, the Académie Internationale du Vin (AIV), a body uniting nearly 100 eminent wine voices from 20 nations, has spoken publicly and unanimously to defend wine against the threat of “denormalization” proposed in global health discourse. Their Appeal below, addressed to the heads of state gathering for the 80th United Nations General Assembly, underscores the profound stakes of reducing wine to a mere health risk: the erosion of culture, heritage, and a universal language of humanity:

APPEAL BY THE INTERNATIONAL WINE ACADEMY TO HEADS OF STATE AND GOVERNMENT ATTENDING THE UNITED NATIONS 80TH ANNIVERSARY GENERAL ASSEMBLY IN NEW YORK

Ladies & Gentlemen, Heads of State and Government, On September 25th, at the 4ᵗʰ United Nations High-Level Meeting on the prevention and control of noncommunicable diseases and the promotion of mental health and well-being, you will be faced with a challenging brief: how can we prevent and control noncommunicable diseases without denying the foundations of our cultures, without erasing what makes our civilization thrive? Wine is at the heart of this question. Too often, it is reduced to a molecule of alcohol. Too simplistically, it is compared to a drug. But too rarely do we think about what it embodies. The International Wine Academy, whose members come from 20 different countries, wishes to alert you against the danger of reducing wine to a mere health risk, thereby forgetting its cultural, social and human dimension. Here is what is at stake. TO DENORMALISE WINE WOULD DESTROY A HERITAGE – A LEGACY OF HUMANITY  Wine embodies eight millennia of human history: it is a catalyst for conviviality, joy and sharing; a connection to the land and its landscapes; a universal language linking people – from Georgia to Ancient Greece, from Oregon to Tuscany, from France to New Zealand. Unique yet global, it expresses mankind’s patience before time, humility before the earth, and the desire to celebrate together. Offering a glass of wine is a gesture that expresses peace, friendship, brotherhood, and the joy of being together.  Enjoying wine moderately is to defend the culture of taste and restraint, and perpetuate a bond that unites continents, people and generations. It is about appreciating rather than abusing, tasting rather than drinking. It is about approaching health through social and family ties, mental well-being and the joy of life – for the link between happiness and health is undeniable.  TO DENORMALISE WINE WOULD DENY ITS BENEFITS AND CLOSE SCIENTIFIC DEBATE PREMATURELY  A recent NASEM report (National Academies of Sciences, Engineering, and Medicine, USA) concluded that “compared to no alcohol consumption, moderate consumption is associated with lower all-cause mortality.” We do not claim to settle the scientific debate, but, like many experts, we regret the absence of a large-scale randomized trial, the only viable protocol to ground conclusions on certified evidence rather than insufficient observational data. TO DENORMALISE WINE IS TO CHOOSE PROHIBITION OVER EDUCATION AND FREEDOM  We are fully aware of the dangers of excess. We recognize the need to prevent addiction, protect the most vulnerable, and combat abuse. We embrace this responsibility, for it is through education that consumers learn to taste, compare and appreciate wine with moderation – becoming ambassadors of balance.  Through education, we believe we can both protect individual freedom to enjoy wine without abuse and promote responsibility and control. Wine thus expresses its truth through the transmission of knowledge, and know-how, and teaching moderation. For these reasons, Ladies & Gentlemen, Heads of States and Governments, we call upon you to act in a balanced and nuanced manner: combat excesses but recognize the value of moderation; prevent risks but preserve mankind’s bond with the earth; protect public health but respect the richness of cultures and the strength of traditions. Preserving wine means defending a civilization, a way of life, a living universal heritage, a part of humanity that has been passed down from generation to generation for thousands of years. On behalf of the International Wine Academy    Guillaume d’Angerville, President & Véronique Sanders, Chancellor   Lausanne, September 2025  www.academievin.org

The AIV’s open letter is not a denial of the need for public health vigilance, but rather a plea for balance, perspective, and nuance. To strip wine of its rightful place in society is to dismiss its contributions to culture, social well-being, and even responsible lifestyle practices rooted in moderation. At stake is more than a product: it is the survival of a heritage that binds generations, nations, and traditions. By defending wine, world leaders defend the principle that humanity’s greatest legacies should be preserved, not erased. The decision now before the United Nations is not solely about health policy; it is about safeguarding civilization’s enduring bond with the earth, with each other, and with the joy of shared experience.

Liz Palmer