Wine Tourism Generates 25% of Revenue for Wineries Worldwide

A new international study released this week provides the most detailed look yet at the state of wine tourism around the world. The Global Wine Tourism Report 2025, led by Professor Gergely Szolnoki of Hochschule Geisenheim University in Germany, draws on data from more than 1,300 wineries across 47 countries. The report was unveiled at the 9th UN Tourism Wine Tourism Conference in Bulgaria and will be presented at upcoming industry events in Bordeaux and Mainz.

The research shows that wine tourism has become a key part of the global wine industry, with two out of three wineries reporting that it is profitable or very profitable. On average, about a quarter of a winery’s revenue now comes from tourism-related activities. The report highlights that wine tourism is not only a source of income but also a driver of job creation and rural development, helping to sustain local communities and preserve cultural heritage.

Sustainability has become central to wine tourism strategies, with 66% of wineries rating responsible practices as important or very important. This shift reflects growing consumer interest in eco-friendly travel and the need for long-term resilience in the face of economic and environmental challenges.

The report also points to significant changes in visitor demographics. While travelers aged 45 to 65 remain the largest group, there is rapid growth among visitors aged 25 to 44. Younger tourists are showing strong interest in wine education, sustainability, gastronomy, and immersive experiences. This trend is pushing wineries to innovate, with many investing in digital communication, storytelling, and partnerships with local businesses to attract new audiences.

Despite its growth, wine tourism faces several challenges. Many wineries not yet involved in tourism cite staff shortages and limited time as main obstacles. Economic pressures, declining wine consumption, and regulatory issues such as public health requirements also create a fragile market environment. The report notes that accessibility and changing visitor expectations require wineries to be more adaptive and innovative.

Regional differences are clear. In Europe, most wineries report stable or increasing visitor numbers, with only 17% seeing a decline. In contrast, 41% of wineries in non-European regions report fewer visitors, highlighting the need for region-specific strategies.

Core activities like wine tastings, cellar visits, and vineyard tours remain central to the wine tourism experience. These activities help visitors connect with both the wines and the people behind them. At the same time, there is growing demand for authentic, local, and niche experiences, including culinary offerings, eco-friendly practices, and nature-based activities. Social media and digital channels are playing a larger role in how wineries engage with visitors and promote their offerings.

Looking ahead, the outlook for wine tourism is optimistic. Half of all surveyed wineries plan to invest further in tourism, and most expect steady growth for their regions and businesses. Nearly two-thirds believe that wine tourism can help strengthen resilience during times of crisis, making it a stabilizing force for the industry.

The Global Wine Tourism Report 2025 serves as a benchmark for wineries and policymakers, offering data-driven insights into how wine tourism has evolved from a niche activity to a central pillar of rural development and international marketing. The findings will be discussed further at industry conferences in France and Germany later this year, and a free webinar is scheduled for January 2026 to share the results with a wider audience.