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Research & Data

Wine Tourism Statistics 2026

Global data and trends on wine tourism market size, visitor counts, revenue, demographics, and economic impact — every statistic sourced and cited.

Last updated: 29 March 202630 sources cited

Key Highlights

$46.5B
Global Market Size (2023)
Grand View Research[21]
$106.7B
Projected Market Size (2030)
CAGR 12.9% (2024-2030)[22]
25%
Winery Revenue from Tourism
Global average (32% outside Europe)[23]
10M+
France Wine Tourists (2024)
Record year; 4.2M international[1]
74M
US Wine Country Visits
$14.13B in tourism expenditures[5]
88%
Wineries Offering Tourism
1,310 wineries surveyed in 47 countries[18]

Global Market Overview

The global wine tourism market was valued at USD 46.47 billion in 2023[21] and is projected to reach USD 106.74 billion by 2030, growing at a compound annual growth rate (CAGR) of 12.9% from 2024 to 2030.[22] Other research firms project even larger figures: Research and Markets values the 2025 market at $49.55 billion, growing to $103.63 billion by 2031 at a 13.09% CAGR.[25]

Europe dominates with 51.3% of the global market share in 2024, generating $23.7 billion in revenue.[21] North America holds approximately 25.1% of the market.[22] Wine tastings and tours account for over 57% of revenue, with domestic tourists contributing 64% of all visits.[21]

Global Wine Tourism Market Size (USD Billions)[21][22][25]

2020$15B2021$22B2022$32B2023$46.5B2025$49.6B2030P$106.7B

2020-2022 values are estimates based on COVID-19 impact data. 2023 figure from Grand View Research. 2030P is a projection. Not all years shown due to limited year-by-year published data.

Note on market size estimates: Different research firms use different methodologies and definitions, which is why valuations range from $46B to $108B for similar periods. We use Grand View Research and Research & Markets as primary references, noting that broader definitions (including all food-and-wine tourism) produce larger figures. All values are in USD unless otherwise noted.

Top Wine Tourism Countries

Wine tourism data varies significantly by country, as different nations measure visitors differently (cellar-door visits vs. regional overnight stays vs. wine-motivated trips). The table below presents the best available data from official sources for each country, with notes on what each figure represents.

Wine Tourist Arrivals / Winery Visits by Country

Italy (Tuscany)14MFrance10MAustralia7.5MUSA (Napa)3.7MArgentina (Mendoza)1.59MSpain (Rioja)912KS. Africa (Stellenbosch)571KPortugal350K+

Figures represent different measurement types: France and Italy report national wine tourist counts; Australia reports total winery visits; USA (Napa) and Spain (Rioja) report regional figures. Not directly comparable across countries.

CountryVisitorsRevenueTrend
France[1][2]10M[TBD]↑ 4.2M international visitors in 2024
Italy[3][4]14M (Tuscany alone)€40.1B (food & wine)↑ +12% vs 2023 (wine-motivated trips)
United States[5][6][7]74M wine country visits$14.13B tourism spend→ Napa: 3.7M visitors, $2.5B economic impact
Spain[8][9]912K (Rioja alone)€197.2M (Rioja)↑ +3.5% YoY in Rioja (record high 2024)
Australia[10][11]7.5M winery visits$11.6B regional spend↑ $51.3B total wine sector economic contribution
Argentina[12]1.59M (Mendoza)[TBD]↑ +27.8% vs 2018; 38% international
South Africa[13][14]570K foreign (Stellenbosch)R13.1B (Stellenbosch)↑ Named #1 wine tourism destination 2025
Portugal[15]350K+ wine tourists[TBD]↑ Douro Valley +20% visitors in 2022
Germany[16]7.2M overnight stays (Mosel)€1.3B (Mosel region)→ 18M day trips to Mosel annually
Chile[17][TBD][TBD]↑ 155 wineries open for tourism (Sep 2024)

[TBD] = Data not yet available from a verifiable source. Revenue figures mix USD and EUR depending on country reporting. See individual source citations for methodology details.

Tourist Spending & Economics

Wine tourism generates significant economic value beyond direct winery revenue. Visitors spend on accommodation, dining, transport, and retail, creating multiplier effects that support regional economies and rural employment.

$323B
US Wine Industry Total Economic Activity[6]

Including 1.75 million jobs and $46 billion in taxes paid annually. WineAmerica 2025 study.

A$51.3B
Australian Wine Sector Economic Contribution[10]

$25.4B in value-added GDP activity, supporting 203,000+ direct and indirect jobs.

Spending Data by Region

RegionMetricSource
Napa Valley, USA$446/day avg. overnight visitor spend; $2.5B total economic impact (2023)[7]
Rioja, Spain€226.81/day per visitor; €40.05 avg. winery shop spend (2024)[9]
Australia (winery visitors)A$1,487/trip avg.; international visitors A$5,758/trip[11]
Australia (Chinese visitors)A$12,568/trip avg. — more than double international average[11]
Italy€400 avg. per wine tourist; €89 on wine purchases, €46 on harvest experiences[3]
US wine country (national)$14.13B total annual tourism expenditures from 74M visits[5]
Stellenbosch, South AfricaR13.1B total economic contribution; 48,000+ jobs supported (2024)[13]
25%
Share of Winery Revenue from Tourism[23]

Global average. Non-European wineries report an even higher share at 32%. Two-thirds of wineries say wine tourism is profitable or very profitable.

65%
Wineries Reporting Profitable Tourism[18]

From the Global Wine Tourism Report 2025 survey of 1,310 wineries across 47 countries. 51% plan to invest further in tourism activities.

Demographic Profile

The dominant wine tourist age group remains 45-65, but younger travelers (25-44) are becoming increasingly influential. In the US, millennials have overtaken baby boomers as the largest wine-drinking cohort.[19]

Age & Demographic Breakdown[18][19]

SegmentDetailSource
Dominant age group45-65 years (82% of wineries report this as primary segment)[18]
Growing segment25-44 years, increasingly influential (59% of wineries report)[18]
Under 25Only 2% of wineries report guests in this age group[18]
Millennials (US)31% of wine drinkers, overtaking Baby Boomers (26%)[19]
Gen Z (US)14% of wine drinkers, up from 9% in 2023[19]
30-40 age groupExpected to contribute 26.8% of wine tourism market revenue in 2025[20]
Avg. Napa visitor age40 years old, down from 46 in 2018[7]

Domestic vs. International Split[21]

64%
Domestic tourists
Grand View Research 2023
36%
International tourists
Grand View Research 2023
Wine Tourism Activity Breakdown
79% tastings, 68% cellar tours, 61% vineyard tours[18]
Trade Expert Outlook (ProWein 2025)
66% cite younger generations as top growth opportunity; 59% cite wine tourism[27]

Emerging Trends

Sustainability & Organic Wine Tourism[18][24]

  • Two-thirds of wineries rate sustainability as important or very important for their tourism activities.[18]
  • The organic wine market is projected to grow at 10.4% annually from 2024 to 2030, with Germany, France, and the UK leading adoption.[24]
  • Roughly 60% of millennial and Gen Z consumers are willing to pay extra for eco-friendly wine products and experiences.[24]

Notable Regional Growth

Rioja, Spain
912K visits in 2024 (record)

International visitors rose from 33.4% to 36.3%; US visitors lead at 29%.[8]

Mendoza, Argentina
1.59M visits in 2024

+27.8% vs 2018. Eastern Region saw +94.4% growth.[12]

Stellenbosch, South Africa
#1 wine tourism destination (2025)

570K foreign tourists; R13.1B economic contribution.[14]

Tuscany, Italy
14M visitors annually

+12% wine-motivated trips vs 2023.[3]

Industry Investment & Outlook[18][29]

  • 51% of wineries plan to invest further in wine tourism activities, and 73% expect their wine tourism business to grow.[18]
  • In Europe, 43% of wineries reported growth in visitor numbers over the past year, compared to 28% in other regions.[29]
  • Storytelling and social media are the leading marketing strategies for wine tourism, followed by partnerships with local businesses and wine education programs.[18]
  • Rioja wineries invested over \u20AC3.5 million in tourism facilities in 2024, up from \u20AC2 million the previous year.[9]

Digital & Booking Trends[21][30]

  • Direct bookings accounted for over 38% of wine tourism revenue in 2023, reflecting a preference for personalized winery-direct booking experiences.[21]
  • Online marketplace bookings are projected to grow at a 13.4% CAGR from 2024 to 2030, driven by digitalization and platform trust.[21]
  • The global virtual wine tasting market was valued at $2.5 billion in 2024, projected to reach $5.6 billion by 2033 at a 9.8% CAGR.[30]

Methodology & Sources

How We Compile This Data

This page aggregates wine tourism data from official industry bodies (OIV, UN Tourism, WineAmerica, Wine Australia, WOSA), government statistics agencies, regional tourism organizations (Visit Napa Valley, DOCa Rioja), and peer-reviewed market research firms (Grand View Research, Research & Markets, Future Market Insights).

Where exact figures are unavailable, we mark them [TBD] rather than estimate. We do not fabricate statistics. All figures link to their original source.

Country-level data is not directly comparable because different nations use different measurement methodologies: France counts national wine tourists; Italy reports food-and-wine tourism revenue; the US (WineAmerica) tracks wine country visits; Australia counts cellar-door visits; Spain (Rioja) tracks winery visits. We present each country's data as reported by its primary source body.

Figures are updated as new reports are published. The most recent update incorporated the Global Wine Tourism Report 2025 (UN Tourism / Geisenheim), WineAmerica 2025 Economic Impact Study, and Australian Grape & Wine September 2025 economic contribution report.

Sources (30)

  1. [1]Putovanja i Turizam, "French wine tourism breaks records: 10 million visitors in 2024." putovanjaiturizam.com/en/french-wine-tourism-breaks-records-...
  2. [2]Vinetur, "Wine Tourism Drives Economic Growth in France as International Visitors Surge," Oct 2025. www.vinetur.com/en/2025100992080/wine-tourism-drives-economi...
  3. [3]WineNews, "Food and wine tourism grows in Italy: +12% compared to 2023 for €40.1 billion of economic impact." winenews.it/en/food-and-wine-tourism-grows-in-italy-12-compa...
  4. [4]Gambero Rosso International, "Food and wine tourism generates €40 Billion in revenue." www.gamberorossointernational.com/news/food-and-wine-tourism...
  5. [5]WineAmerica, "Economic Impact Study 2025 of the American Wine Industry." wineamerica.org/economic-impact-study-2025/
  6. [6]WineAmerica, "American Wine Industry Boosts Economy — Press Release 2025." wineamerica.org/economic-impact/press-release-2025/
  7. [7]Visit Napa Valley, "2023 Visitor Profile and Economic Impact Study." www.visitnapavalley.com/articles/post/2023-visitor-profile-a...
  8. [8]Vinetur, "Wine tourism in Spain’s Rioja region reaches record high," Jul 2025. www.vinetur.com/en/2025071789781/wine-tourism-in-spains-rioj...
  9. [9]Liz Palmer, "Rioja Wine Tourism Surges to €197 Million in 2024." liz-palmer.com/rioja-wine-tourism-surges-to-e197-million-in-...
  10. [10]Australian Grape & Wine, "Government Extends Wine Tourism and Cellar Door Grant — $51.3B Economic Contribution," Sep 2025. www.agw.org.au/wp-content/uploads/2025/09/20250901-Media-rel...
  11. [11]Drinks Trade, "Tourism drives wine’s $51bn economic impact, report shows," 2025. www.drinkstrade.com.au/news/tourism-drives-wines-51bn-econom...
  12. [12]Great Wine Capitals, "Wine tourism is an economic driver of the wine industry in Mendoza" (1.59M visits in 2024). www.greatwinecapitals.com/latest-news/wine-tourism-is-an-eco...
  13. [13]Tourism News Africa, "New Research Charts Stellenbosch’s Tourism Recovery & Pathways to Growth." tourismnewsafrica.com/new-research-charts-stellenboschs-tour...
  14. [14]Tourism News Africa, "SA Crowned #1 Wine Tourism Destination in the World for 2025." tourismnewsafrica.com/sa-tops-global-wine-tourism-2025/
  15. [15]Visit Portugal, "Wine Tourism" & World Metrics, "Portugal Tourism Statistics 2025." worldmetrics.org/portugal-tourism-statistics/
  16. [16]Tafel (2020), "Estimating the economic impact of tourism in German wine regions," Intl. Journal of Tourism Research. onlinelibrary.wiley.com/doi/full/10.1002/jtr.2380
  17. [17]Statista, "Wineries opened for tourism in Chile 2024." www.statista.com/statistics/1375300/tourism-wineries-valleys...
  18. [18]UN Tourism / Geisenheim University / OIV / Great Wine Capitals, "Global Wine Tourism Report 2025" (1,310 wineries, 47 countries). www.untourism.int/global-wine-tourism-report-2025
  19. [19]Wine Market Council, "New Study Finds Millennials Now Largest U.S. Wine-Drinking Cohort," Dec 2025. winemarketcouncil.com/new-wine-market-council-study-finds-mi...
  20. [20]Future Market Insights, "Wine Tourism Market Size & Trends 2025 to 2035." www.futuremarketinsights.com/reports/wine-tourism-market
  21. [21]Grand View Research, "Wine Tourism Market Size, Share & Trends Report, 2024-2030." www.grandviewresearch.com/industry-analysis/wine-tourism-mar...
  22. [22]Grand View Research, "Wine Tourism Market Size To Reach $106.74Bn By 2030" (press release). www.grandviewresearch.com/press-release/global-wine-tourism-...
  23. [23]The Drinks Business, "Wine tourism now accounts for a quarter of global winery revenue," Oct 2025. www.thedrinksbusiness.com/2025/10/wine-tourism-now-accounts-...
  24. [24]Vinetur, "Wine tourism sector posts strong global growth in 2024," Jul 2025. www.vinetur.com/en/2025071689748/wine-tourism-sector-posts-s...
  25. [25]Research and Markets, "Wine Tourism Market — Global Industry Size, Share, Trends, 2021-2031." www.researchandmarkets.com/reports/6004345/wine-tourism-mark...
  26. [26]Vinetur, "Global wine tourism: a $51 billion industry," May 2025. www.vinetur.com/en/2025051687683/global-wine-tourism-a-dolla...
  27. [27]ProWein World Business Report 2025, Meininger Verlag / Geisenheim University. www.prowein.com/en/Visit/Services/Business_Reports/ProWein_W...
  28. [28]Visit Napa Valley, "2025 Destination Symposium Highlights Tourism’s Role as an Economic Driver." www.visitnapavalley.com/articles/post/visit-napa-valley-2025...
  29. [29]Hochschule Geisenheim University, "Global Wine Tourism Report 2025" (detailed findings). www.hs-geisenheim.de/en/hochschule/mitteilungen-veranstaltun...
  30. [30]Market.us, "Wine Tourism Market to Hit USD 160.7 Bn by 2033." www.news.market.us/wine-tourism-market-news/

Suggest a correction: If you notice an error or have more recent data, please contact us. We verify all submissions before updating.