Spain’s Wine Tourism Sees Record Revenue and Visitor Growth in 2024

Spain’s wine tourism sector saw significant growth in 2024, according to the seventeenth Annual Report on Visits to Wineries and Wine Museums, released by the Spanish Association of Wine Cities (ACEVIN). The report, prepared by the Tourism Observatory of Spain’s Wine Routes in collaboration with the Spanish government, shows that a total of 3,036,878 people visited wineries and wine museums associated with the Wine Routes of Spain last year. This figure represents a 2.22% increase compared to 2023 and is only surpassed by the numbers recorded in 2017 and 2019.

The economic impact of this rise in visitors is also notable. The direct revenue generated by these visits reached €112,299,907, marking a 9.91% increase from the previous year. This record figure is especially significant because no new routes were added to the Wine Routes club during the period analyzed. The growth is attributed mainly to an increase in both visitor numbers and average spending per visitor. The calculation of economic impact includes only wineries and wine museums, but ACEVIN notes that the total impact is likely much higher when considering related spending on accommodations, restaurants, and other activities. Estimates suggest the overall economic effect could be three times greater than the direct revenue reported.

The report covers data from 37 wine routes in Spain for 2024. In 2025, with the addition of Ribeira Sacra, there are now 38 routes under the Wine Routes of Spain brand. Among these, the Marco de Jerez route regained its position as the most visited, attracting 425,652 visitors. It was followed by Ribera del Duero with 381,083 visitors and Penedès with 369,170 visitors. Other popular routes included Rioja Alta (316,922), Rioja Alavesa (258,417), Calatayud (246,551), and Rías Baixas (155,551).

The distribution of visits between types of establishments remained consistent: about 70% of visits were to wineries and nearly 30% to wine museums. Both categories saw increases in visitor numbers over the previous year. The Marco de Jerez route led in winery visits (340,309), followed by Penedès (332,305), Rioja Alta (277,053), Rioja Alavesa (248,463), Ribera del Duero (247,894), and Rías Baixas (102,480). For museum visits, Calatayud topped the list (240,781), ahead of Ribera del Duero (133,189), Arlanza (108,792), and Marco de Jerez (85,343).

Domestic tourists continued to make up the majority of visitors at 74.9%, but international tourism showed strong growth. International visitors accounted for 25.1% of total visits in 2024—a rise of nearly four percentage points from the previous year. ACEVIN attributes this increase to ongoing international promotion efforts through Turespaña and targeted campaigns in regions with high numbers of foreign tourists such as Alicante, Gran Canaria, Marco de Jerez, Penedès and Ronda-Málaga.

The report also highlights that wine tourists are willing to pay more for quality experiences. The average price for visits to both wineries and museums increased slightly in 2024 without reducing demand; instead, overall spending per visitor rose as well.

Seasonal trends remained stable. October was again the busiest month for wine tourism in Spain due to harvest season and autumn landscapes that attract travelers. August ranked second for visits for the third consecutive year—a sign that wine tourism is becoming a strong alternative even during peak beach vacation months. May was third in visitor numbers, ahead of September despite both months being linked to harvest activities.

ACEVIN’s annual report is one of two major studies analyzing supply and demand in Spain’s wine tourism sector each year. These reports are produced by the Tourism Observatory of Spain’s Wine Routes—the only organization conducting regular sector-wide analysis using a broad and representative sample.

For this year’s report, ACEVIN used part of its new Wine Tourism Intelligence System developed with more than €300,000 from Next Generation EU funds under Spain’s Recovery Plan and supported by Eurecat Technology Center. This system aims to modernize data collection and analysis for better decision-making across Spain’s growing wine tourism industry.