Wine tourism sector posts strong global growth in 2024 despite historic declines in wine production and consumption

The global wine tourism sector experienced remarkable growth and resilience in 2024, according to the latest report by Vinetur, “The Global Wine Tourism Market 2024,” published on July 16, 2025. Despite a challenging year for global wine production and consumption, wine tourism emerged as a dynamic and vital segment within the broader tourism and beverage industries. The market’s valuation for 2024 varied widely depending on methodology. Conservative estimates focusing on core winery activities placed the market at $11.86 billion, up from $10.53 billion in 2023. More comprehensive analyses, which include ancillary spending on lodging, gastronomy, and cultural activities, valued the market as high as $95.88 billion in 2024. All credible sources reported strong double-digit growth, with compound annual growth rate (CAGR) forecasts ranging from 4.01% to 13.2% for the coming years.

This robust performance stands out against a backdrop of historically low global wine production and consumption volumes. In 2024, global wine production fell to 225.8 million hectoliters—a 4.8% decrease from 2023 and the lowest output in over six decades—due to severe weather events affecting vineyards worldwide. At the same time, global wine consumption dropped by 3.3% to an estimated 214.2 million hectoliters, the lowest since 1961. These declines were driven by economic pressures, changing consumer habits, and health trends.

Despite these headwinds, wine tourism thrived due to several transformative trends. The maturation of the experience economy played a central role as travelers increasingly sought immersive and educational experiences over traditional sightseeing. Wine tourism met this demand through vineyard tours, blending workshops, harvest participation, and integration with culinary tourism. Sustainability also became a core value proposition; wineries adopted organic and biodynamic practices, water conservation measures, and renewable energy use to appeal to environmentally conscious tourists—especially Millennials and Gen Z.

Digital transformation further accelerated growth by making wine regions more accessible through online booking platforms, virtual tours, and targeted social media marketing. Wineries leveraged technology to offer personalized experiences and deepen visitor engagement.

Regionally, Europe maintained its dominance with over 51% of market share in 2023—driven by France, Italy, and Spain—while North America emerged as a high-value growth engine led by California’s Napa and Sonoma valleys. The Asia-Pacific region showed the highest projected growth rates due to rising middle-class populations in Australia, China, and India. South America’s Argentina and Chile attracted more international visitors thanks to favorable exchange rates and unique terroirs. South Africa’s wine tourism sector rebounded strongly after the pandemic.

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

North America accounted for about a quarter of global market revenue in 2023. Napa Valley saw $2.5 billion in visitor spending in 2023 with an average daily spend of $446 per overnight visitor; Sonoma County welcomed over ten million visitors in 2024 with $1.5 billion in spending.

South America’s Mendoza region expanded its number of wineries open to tourism by nearly sixty percent since 2018; Mendoza received almost 1.6 million tourist visits in 2024 with domestic travelers making up sixty-two percent of visitors. Chile had a record number of wineries open for tourism—219 in total—and nearly one million annual visitors.

The Asia-Pacific region is expected to grow at nearly fifteen percent annually through 2030; Australia benefited from renewed exports to China after tariffs were lifted in March 2024 while New South Wales led international wine tourist numbers within Australia.

South Africa’s wine tourism sector surpassed pre-pandemic levels with direct GDP contributions of about $162 million in 2022; domestic tourists accounted for fifty-eight percent of room nights in the Cape Winelands during 2024.

Market segmentation analysis showed that on-site winery experiences such as tastings and tours made up over fifty-seven percent of services offered in 2023 while festivals and events are projected for strong future growth at nearly fourteen percent CAGR through 2030. Domestic tourists provided stability with sixty-four percent of revenue share while international tourists drove higher growth rates.

Direct booking remained the preferred method for forty percent of travelers but online marketplaces are growing rapidly due to digitalization trends.

Looking ahead, the strategic outlook for wine tourism is positive despite challenges such as climate change—which threatens vineyard landscapes—economic volatility affecting discretionary travel spending, shifting consumer preferences including interest in low- or no-alcohol options, and lack of standardized data collection across regions.

Industry experts recommend that wineries invest in hospitality infrastructure, digital engagement tools, and sustainability initiatives to attract modern travelers seeking authentic experiences aligned with their values. Tourism boards are encouraged to promote holistic regional experiences and invest in transportation infrastructure while investors are advised to focus on diversified assets that integrate hospitality services alongside winemaking.

The fundamental shift from product-centric sales toward experience-driven value creation is expected to continue driving growth for the global wine tourism sector well into the next decade—even as traditional wine production faces ongoing challenges from climate change and evolving consumer behavior patterns worldwide.