Wine Tourism Drives Up to 28% of Revenue for Small Wineries, Global Report Finds

Wine tourism is becoming a key driver for the global wine industry, according to recent findings from the Global Wine Tourism Report 2025. The report, produced by Hochschule Geisenheim University in partnership with the International Organisation of Vine and Wine (OIV) and UN Tourism, highlights that 60 percent of wineries worldwide see wine tourism as having a significant or very significant impact on local economies. This trend is not only providing an additional source of income for producers but is also creating jobs, supporting small-scale winemakers, and helping to preserve rural wine culture.

The report shows that nearly 88 percent of wineries now offer some form of tourism experience, such as tastings, guided tours, vineyard walks, and local food pairings. For many wineries, especially smaller or family-run operations, visitors have become their main customers. These experiences are designed to immerse guests in the world of wine, offering them a chance to meet winemakers and learn about the production process firsthand.

The profile of the wine tourist is evolving. On average, each winery receives about 1,500 visitors per year, with 65 percent being domestic tourists. Adults between the ages of 45 and 65 still make up the majority of visitors globally—82 percent according to the report—but there is a growing interest among younger adults aged 25 to 44. This younger demographic is seeking authentic experiences and often shares their visits on social media platforms. However, only 2 percent of visitors are under 25 years old, presenting both a challenge and an opportunity for wineries aiming to attract new generations.

Financially, wine tourism has proven lucrative for many producers. About 65 percent of wineries describe their tourism operations as profitable or very profitable. For small wineries, tourism can account for up to 28 percent of total revenue—significantly higher than the average for larger companies, which stands at around 17 percent. For many artisanal and family businesses, welcoming tourists is essential for survival.

Looking ahead, the future appears promising for wine tourism. Seventy-three percent of wineries plan to expand their tourism activities in the coming years. The sector has shown resilience in the face of economic downturns and climate challenges. However, it also faces obstacles such as declining overall wine consumption, economic pressures on consumers, changing preferences among younger people, transportation and accessibility issues in rural areas, and concerns related to climate change and public health policies.

Emerging trends in wine tourism focus on authenticity, personalization, and sustainability. Wineries are increasingly offering experiences that connect visitors with nature and highlight eco-friendly practices. Social media has become a strategic tool for attracting new guests who want more than just a tasting—they want to feel part of the place they visit.

Wine tourism is now seen as more than just a marketing tool; it serves as a cultural bridge between products, regions, and visitors’ emotions. By transforming vineyards into destinations and tastings into cultural experiences, wine tourism is reshaping how people interact with wine and its traditions around the world.