Why Wine Tourism Is More Important Than Ever: Key Insights from the Global Wine Tourism Report 2025

In recent years, wine tourism has become much more than just a “tour with a glass of wine.” It has evolved into a powerful force for regional development, sustainability, and cultural preservation, offering unforgettable experiences for travelers around the world. For the first time, a comprehensive global study brings real data to support what many in the industry already knew intuitively: wine tourism matters.

Conducted by Hochschule Geisenheim University in collaboration with WineTourism.com, UN Tourism, the International Organization of Vine and Wine (OIV), and the Great Wine Capitals Global Network (GWC), this research marks the world’s first global wine tourism report of its kind. At WineTourism.com, we’re honored to be part of this important international collaboration. 

Now, we invite you to walk through some of the most revealing findings to see where wine tourism is headed whether you run a winery or travel in search of great wines.

Why This Study Deserves Attention

Until now, wine tourism has been widely practiced but poorly documented on a global scale. While its economic and cultural value has been acknowledged by many, decisions within the industry were often based on local knowledge and experience.

This global report fills that gap. It brings together data from 1,310 wineries across 47 countries, making this report truly comprehensive. Wineries, regional tourism offices and policy makers have access to real numbers that reflect the true scope and impact of wine tourism worldwide. This data opens the door to smarter planning, meaningful comparisons, and more targeted development across the wine tourism industry.

“In a data-driven world, the Global Wine Tourism Report 2025 marks a milestone, providing essential insights for businesses and policymakers on key issues facing wine tourism industry...” 

– Sandra Carvao, Director of Market Intelligence, Policies and Competitiveness, UN Tourism

Inside the Numbers: Key Findings 

This global study offers a valuable perspective on how wineries operate, what travelers seek, and how the industry is evolving. While the full research explores dozens of aspects in depth, we’ve selected a few highlights that speak to both today’s realities and tomorrow’s possibilities in wine tourism.

• Insight 1: Wine tourism is a real source of profit 

Wine tourism isn’t just a nice side activity anymore. For many producers, it’s a serious source of income. In fact, two out of three say it’s a valuable and profitable part of their business. Smaller estates and those outside Europe rely on it the most. For travelers, this means one thing: every visit matters. Behind every tasting room is a real story, a real business, and every visit makes a real difference.

• Insight 2: Authentic, local and personal experiences are a growing trend

Wine tourism is moving away from formulaic tours. People want genuine contact, stories, flavors, and emotions. Wineries that offer meet-the-winemaker moments, food pairings, or a glimpse into local culture stand out. The wine matters, but what truly stays with people is the feeling of the place where it's made. Those who embrace this trend build loyalty and stand out in a crowded world.

• Insight 3: Growing awareness around sustainability

Sustainability matters to both wineries and their visitors. Today, most travelers see eco-friendly practices as important, and this perception is only expected to grow in the next five years. As awareness increases, so does demand for ethical, meaningful, and environmentally conscious experiences. Producers who invest in sustainability aren’t just doing good – they’re staying relevant in a changing world.

Wineries across the globe share a hopeful outlook for the future of wine tourism, not just for their own businesses, but for their regions as well. Many believe that wine tourism is more than a source of income. It’s also a resilient force that helps them weather uncertainty and build lasting connections with visitors.

What’s Next for Wine Tourism?

This data helps transform analysis into action. The Global Wine Tourism Report gives wineries, regions, and tourism professionals the tools they need to make smarter decisions: what to offer, where to invest, and how to adapt to changing expectations. It helps move the conversation beyond assumptions and into evidence-based strategy, creating space for long-term growth.

It’s not only valuable for businesses, travelers benefit too.

A clearer understanding of wine tourism leads to richer, more authentic, and more meaningful experiences. When wineries understand what visitors truly seek, they can craft more engaging moments that stay with people long after the visit ends.

To dive deeper into the findings and hear from those behind the research, join our upcoming free webinar on January 26, 2026, at 6:00 p.m. (СET).  It’s a chance to see how this report can inspire real change – for wineries, travelers and beyond.