South Africa tops global wine tourism destinations for 2025 as affordability and immersive experiences drive surge in interest

Wine tourism is seeing a surge in popularity, with more than one million global searches for wine tasting experiences recorded in the past month. As summer holidays approach, new research from Titan Travel has identified the top wine travel destinations for 2025, based on a range of factors including the average cost of a bottle of wine, the number of available wine tours, typical vineyard tasting prices, and online search interest.

South Africa leads the ranking as the top destination for wine lovers in 2025, earning a wine tourism score of 8.38 out of 10. The country stands out for its affordability, with an average bottle of wine costing just £3.42 and vineyard tastings starting at £11.73—the lowest prices among all countries analyzed. South Africa offers 279 different wine tours and saw over 16,000 searches for vineyard experiences between April 2024 and March 2025. Visitors can sample signature varieties such as Chenin Blanc while enjoying views of mountain ranges and learning about local winemaking traditions from experts.

Portugal ranks second with a score of 7.75 out of 10. The country boasts the highest proportion of vineyard and winery tours relative to its size, with 562 options available. Portugal also recorded more than 14,000 annual searches for wine experiences. The average price for a bottle is £4.24, making it another affordable choice for travelers. Many Portuguese tours include guided walks through vineyards, grape tastings during harvest season, and insights into traditional winemaking methods—especially in regions like the Douro Valley, home to Port wine.

Italy takes third place with a score of 7 out of 10. With over 800 vineyards offering tours and more than 12,000 searches for wine-related experiences in the past year, Italy provides the widest selection of wine tourism options in the ranking. Italian tours often feature tastings paired with local cheeses and charcuterie, highlighting classic food and wine pairings that reflect regional culinary traditions. September is considered an ideal time to visit Italian wineries to witness grape harvesting and production.

Other countries featured in the top ten include Cyprus, Chile, Spain, New Zealand, Croatia, France, and Armenia. Each destination was evaluated using data collected from sources such as Numbeo for average wine prices, Get Your Guide for tour availability, Google Ads for search interest, and Tripadvisor for tasting prices.

France remains the most searched country for vineyard and winery tours globally, with over 46,000 searches recorded in the past year. Despite this high level of interest and its reputation as a historic center of winemaking, France ranks ninth overall due to higher average costs—bottles are priced at £5.95 on average and tastings at £183.10 per visit.

The United States did not make the top ten but was noted in the research as having the most expensive average bottle of wine among major wine-producing countries at £11.20.

Phil Elis, a destination expert at Titan Travel, commented on the findings: “Wine tours are no longer a niche interest; they’re becoming a key part of how people choose to travel. More travelers are seeking immersive experiences that connect them to local culture, and wine tasting delivers just that. It offers a unique window into a region’s heritage and character.”

The study highlights that wine tourism is no longer reserved for connoisseurs or industry professionals. Last year alone saw approximately 1.4 million visits to vineyards worldwide. Wine tours now appeal to a broad audience looking to combine relaxation with cultural discovery in scenic locations such as Tuscany’s rolling hills or New Zealand’s diverse landscapes.

The methodology behind Titan Travel’s ranking involved normalizing scores across several criteria: average bottle price (sourced from Numbeo), number of tours per area (from Get Your Guide), Google search volume (from Google Ads), and average tasting prices (from Tripadvisor). Data was collected between April 2024 and March 2025 and converted into British pounds using xe.com rates current as of late April 2025.

With interest in wine tourism expected to grow further throughout 2025 and beyond, these destinations are likely to see increased demand from travelers seeking authentic food and drink experiences around the world.