South Africa emerges as top affordable wine tourism destination in 2025 as global interest in vineyard travel rises

Wine tourism is becoming more accessible for travelers in 2025, with new research showing that enjoying vineyard experiences does not have to be expensive. According to a recent study by Titan Travel, South Africa leads as the most affordable destination for wine tourism this year. The country received a wine tourism score of 8.38 out of 10, based on factors such as the average price of a bottle of wine, tasting fees, and the number of available tours.

South Africa stands out for offering the lowest average price for a bottle of wine at £3.42 and the most affordable vineyard tasting experiences at £11.73 on average. Between April 2024 and March 2025, online searches for South African vineyard and winery tours reached 16,640, making it the second most searched destination globally. Visitors to South Africa’s winelands can expect to taste Chenin Blanc, which is typically harvested in March, while enjoying views of the surrounding mountains.

Portugal ranked second in the study with a score of 7.75 out of 10. The country offers the highest density of wine tours, with 562 tours available—equivalent to 6.1 per 1,000 square kilometers. Over the past year, there were 14,140 online searches for Portuguese wine tours. Travelers visiting Portugal during September can witness traditional grape harvesting methods, including foot-crushing Touriga Nacional grapes.

Italy took third place with a score of 7.00 out of 10. The country recorded 827 wine tours (2.7 per 1,000 square kilometers) and saw 12,430 searches for wine-related travel in the last year. Italian wine tours often include food pairings with local cheese and charcuterie, and visitors can experience Prosecco production at its peak in September.

The research also highlighted other notable findings in wine tourism trends. France remains the most searched country for wine tours overall, with 46,020 searches recorded over twelve months. While France did not top the affordability rankings, its popularity among travelers remains strong due to its established reputation and variety of regions.

Phil Elis, a destination expert at Titan Travel, noted that wine tourism is no longer limited to enthusiasts or luxury travelers. He explained that more people are seeking immersive experiences that connect them to local culture through food and drink. Wine tasting offers insight into a region’s heritage and climate while providing an opportunity for relaxation and discovery.

The study suggests that as interest in wine tourism continues to grow worldwide, destinations are responding by offering more accessible options for visitors. With affordable tasting fees and a wide range of tours available in countries like South Africa, Portugal, and Italy, travelers have more choices than ever before when planning their next vineyard visit.

As the trend accelerates into late 2025 and beyond, travelers looking for value will find that exploring global wine regions does not require a large budget. The combination of cultural experiences and affordability is making wine tourism an increasingly popular choice among international tourists this year.