Wine Tourism Set to Surge to $332 Billion by 2034, Outpacing Global Wine Sales Growth

Wine tourism is becoming a major force in the global wine industry. In 2023, the value of worldwide wine tourism was estimated at $46 billion. Projections suggest that by 2034, this figure could reach $332 billion. In comparison, the current global wine market is worth about $400 billion, but its growth has slowed. Sales volumes and revenues have remained mostly flat year over year. If these trends continue, wine tourism could surpass the production and sale of wine itself within the next two decades.

This shift has created new opportunities for publishers. A growing number of travelers are seeking guidance as they explore famous wine regions. The Academie du Vin Library, in partnership with Club Oenologique, has responded with a series of compact books called The Smart Traveller’s Wine Guide. These guides are designed for tourists who want more than just a list of wineries. Each book contains about 200 pages filled with maps, photographs, historical context, and practical advice.

The guides are built to last. They use sturdy binding and thick paper to withstand frequent use on the road. The content strikes a balance between history, geography, geology, and essential information about local wines and wineries. Readers will also find tips on local customs, dining options, accommodations, and even festivals that might coincide with their visit.

One example is The Smart Traveller’s Guide to the Napa Valley by Maria Hunt. This book highlights not only the region’s most famous wines but also its best restaurants and other attractions. It includes information about local events such as the One Mind Music Festival for Brain Health at Staglin Family Vineyards. For travelers planning their trips around such events, this kind of detail can be crucial.

Paul Caputo’s Smart Traveller’s Guide to Tuscany follows a similar approach. It covers places to visit, explains Tuscan wine classifications, and points out notable villages and winery restaurants. The guide even shares where local winemakers like to eat and socialize. Frequent visitors to Tuscany may find it an essential resource for their next trip.

Sarah Jane Evans offers a different perspective in her book on the Wines of Central and Southern Spain: From Catalunya to Cadiz. As a master of wine with extensive experience in Spain, Evans focuses on less-traveled regions such as Priorat, Montsant, Terra Alta, and Castilla-La Mancha. She also covers Andalucia and the Canary and Balearic Islands. Her book provides detailed information about local producers, grape varieties, and regional history. It is accessible to both professionals and casual wine enthusiasts.

Another recent publication is Alex Maltman’s Taste the Limestone, Smell the Slate. Maltman is an emeritus professor of earth sciences who examines how vineyard geology affects wine. He challenges common claims that specific soil types directly influence flavor in the glass. According to Maltman, factors like water availability, sunlight, drainage, and soil pH matter more than the rocks themselves. Descriptions such as “flinty” or “mineral” are often just part of shared wine vocabulary rather than literal reflections of soil composition.

Maltman’s book includes clear explanations of famous vineyard soils such as Kimmeridgian limestone in Chablis or terra rossa in Coonawarra. He describes how these soils impact grape growing but clarifies that they do not impart direct flavors to the wine. The book is well-illustrated and written for a broad audience interested in understanding more about what shapes their favorite wines.

As interest in wine tourism grows, these books offer valuable resources for travelers looking to deepen their knowledge and experience of wine regions around the world. They reflect a broader trend: people are seeking more immersive experiences when they travel for wine—beyond simply tasting what’s in their glass.