A New European Wine Tourism Index is Launched

A new ranking called the “European Wine Tourism Index” has been launched by Tui Musement, a company specializing in tourism activities and part of the Tui Group, one of the world’s largest travel groups based in Germany. The index evaluates the top destinations for wine tourism across Europe, reflecting the growing interest in food and wine travel experiences. According to Tui Musement, France leads the list, followed by Italy and Spain. The study comes at a time when wine tourism is seeing significant growth, with Italy alone expecting more than 13 million wine tourists in 2025.

The index includes all European Union countries with at least 500 hectares of vineyards. Each country was evaluated using five criteria: total vineyard area, vineyard area dedicated to PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) wines, number of PDO/PGI wines, wine production volume, and international awards received. The data was sourced from Eurostat, the International Organisation of Vine and Wine (OIV), official EU registries, and the 2025 Decanter World Wine Awards. Each criterion was weighted differently to calculate an overall score out of 100.

France secured the top spot with a score of 85.2, thanks to its high number of international awards and extensive vineyard area. Italy followed with 77.1 points, standing out for its large number of PDO and PGI denominations and being Europe’s largest wine producer. Spain ranked third with 73.8 points, notable for its vast vineyard area—over 900,000 hectares—with most dedicated to quality-certified wines.

The rest of the top ten includes Portugal in fourth place with 17 points, recognized for regions like the Douro Valley; Greece in fifth with 11.2 points, known for its ancient winemaking traditions and native grape varieties; Germany in sixth with 9.9 points, famous for Riesling wines; Romania in seventh with 9.3 points, highlighted for red wines from Dealu Mare; Hungary in eighth with 7.3 points, home to Tokaj’s historic sweet wines; Austria in ninth with 6.3 points, offering certified wines from regions like Wachau along the Danube; and Bulgaria in tenth with 5.2 points, drawing on a winemaking history that dates back to ancient Thrace.

The study also identified recommended experiences for wine tourists across these countries. In France, visitors can explore Avenue de Champagne in Épernay or tour Bordeaux’s châteaux. Italy offers food and wine tours in regions such as Chianti or Piedmont. Spain features trips to Jerez or Rioja for sherry and red wine tastings. Portugal is known for Douro Valley cruises and port wine cellars in Porto. In Greece, travelers can visit wineries on Crete or Santorini to sample indigenous varieties. Germany’s Rhine Valley offers Riesling-focused tours, while Romania’s Dealu Mare region is gaining attention for its reds. Hungary’s Tokaj region provides opportunities to taste historic sweet wines along the Danube River. Austria’s Wachau Valley is popular for white wine tastings combined with river cruises. Bulgaria invites visitors to Nessebar and other regions to discover local grape varieties.

The index highlights how wine tourism is becoming a key part of travel planning for many Europeans and international visitors alike. According to Tui Musement’s research, more than 91% of respondents expressed interest or strong interest in wine-related travel activities, especially among those aged 18 to 44 years old. The timing of this ranking coincides with the grape harvest season across Europe, when many wineries open their doors to tourists seeking immersive experiences.

Tui Musement’s initiative reflects broader trends in tourism where culinary and beverage experiences are increasingly central to travelers’ choices. As more destinations invest in promoting their wine heritage and developing visitor-friendly infrastructure, competition among European countries is expected to intensify in attracting both seasoned oenophiles and casual tourists interested in exploring local flavors through guided tours, tastings, and cultural events centered around wine production.