Wine Tourism Drives 25% of Global Winery Revenue as 65% Report Profitable Growth

A new international study has found that wine tourism now accounts for about a quarter of global winery revenue, confirming its role as a profitable and growing sector within the wine industry. The Global Wine Tourism Report 2025, released by Hochschule Geisenheim University in partnership with UN Tourism, the OIV, the Great Wine Capitals Global Network, and WineTourism.com, surveyed 1,310 wineries across 47 countries. According to the report, 65% of wineries describe their wine tourism activities as profitable or very profitable.

The study shows that 88% of wineries currently offer some form of wine tourism, with tastings being the most common activity (79%), followed by cellar tours (68%) and vineyard tours (61%). On average, each winery receives a median of 1,500 visitors per year. Domestic tourists make up the majority of these visitors, accounting for 65% of the total. The largest age group among visitors is between 45 and 65 years old (82%), while those aged 25 to 44 represent 59%. Only 2% of wineries report significant numbers of guests under the age of 25, highlighting ongoing challenges in attracting younger audiences.

Visitor numbers are generally stable or increasing. In Europe, 43% of wineries reported growth in visitor numbers over the past year, compared to 28% in other regions. The report also notes that more than half of wineries (51%) plan to invest further in wine tourism activities. A large majority (73%) expect their wine tourism business to grow in the future.

Collaboration and innovation are also on the rise. About 78% of wineries work with other organizations to enhance visitor experiences. Many wineries agree that innovation provides a competitive advantage, with a mean rating of 3.9 out of five on this point. However, actual investment in developing new experiences is somewhat lower at a mean rating of 3.5. The most common innovations include authentic local storytelling (65%), increased use of social media (59%), and food and wine pairing experiences (58%).

Wine tourism contributes an average of 25% to total winery revenue worldwide, with non-European wineries reporting an even higher share at 32%. Despite its profitability, wineries face several challenges. Economic pressures and decreasing wine consumption were each cited by 51% of respondents as key concerns, while changing consumer preferences were mentioned by 40%.

Sustainability is becoming increasingly important for wine tourism businesses. About two-thirds (67%) said sustainability is important or very important for their operations today, and 61% expect it to become even more significant within five years.

Looking ahead, most wineries remain optimistic about the future of wine tourism. Sixty-eight percent believe it will continue to grow in their region, and more than 60% see it as a valuable tool during times of crisis. The report highlights that wine tourism helps diversify rural economies, create jobs, and support local communities. With strong profitability and continued investment planned by many producers worldwide, wine tourism appears set to maintain its momentum as a key part of the global wine industry.