Rioja wine tourism reaches record high as international visitors and spending surge in 2024

The Rioja Qualified Designation of Origin (DOCa Rioja) closed 2024 with a record 912,438 visits to its wineries, marking a 3.54% increase compared to the previous year. This figure, which does not include visitors to wine bars, shops, restaurants, or events, sets a new high for the region and confirms Rioja’s status as the most visited wine region in Spain. Out of more than 600 registered wineries in Rioja, 214 currently open their doors to the public.

The economic impact generated by this activity reached 197.2 million euros, up by 11.29 million from 2023. These results come from the “DOCa Rioja Wine Tourism Monitor 2024,” prepared by Dinamiza Asesores and presented online to industry professionals. According to the report, average spending per visitor in winery shops rose to 40.05 euros, while daily spending per person in the region reached 226.81 euros. These numbers indicate a growing willingness among visitors to purchase higher-end products, reflecting a stronger perception of quality in Rioja’s offerings.

The report also highlights an increase in international visitors, who made up 36.3% of total winery guests in 2024, up from 33.4% the previous year. The main countries of origin were the United States (29%), the United Kingdom (17.75%), France (14.67%), Germany (12.79%), and Mexico (9.15%). Mexico showed the largest increase in its share of visitors. The rise in foreign tourism has prompted wineries to invest more heavily in facilities and services, with over 3.5 million euros allocated to improvements in 2024—almost double the amount invested the previous year.

On the same day as the wine tourism report release, also via online presentation, DOCa Rioja published its 2024 sales balance using data from Nielsen IQ and Spain’s Wine Interprofessional Organization (OIVE). Despite a 1% drop in total sales of wines with designation of origin across Spain and a 2.7% decrease for red wines specifically, DOCa Rioja maintained its leading position with a 26.8% market share among wines with designation of origin. For red wines alone, Rioja slightly increased its share to 38.5% of total volume sold.

Rioja also strengthened its position as the second leading designation for white wines, holding an 8.3% market share in a segment that grew by 1.7%. Total sales for Rioja wines rose by 0.63% in 2024, reaching 328.5 million bottles or about 240 million liters, according to figures from the Regulatory Council.

Exports provided much of this momentum, with volume up by 3.7% and value rising by 2.2%. In total, Rioja exported 96.7 million liters worth 520 million euros. The region accounted for 39% of all Spanish wine with designation of origin exported by volume—two percentage points higher than in 2023—while exports from other regions fell by an average of 3.8%.

According to OIVE data, Rioja wines improved their presence in key markets such as the United States, United Kingdom, Mexico, Canada, Netherlands, Belgium, Ireland, Switzerland and Germany. In its top twelve international markets—which represent 64% of packaged wine trade—Rioja grew by 6% in volume and by 4% in value.

Globally, DOCa Rioja held a market share of 1.9% by volume and 2.2% by value in packaged wine trade at a time when international exports saw their lowest levels since 2009.

These developments underline Rioja’s ability to adapt both commercially and as a tourist destination, strengthening its international presence while maintaining its importance within Spain’s domestic market throughout a challenging year for global wine exports.