The Spanish wine tourism market is set to see robust growth over the next decade. It is projected to expand from an estimated USD 4.4 billion in 2025 to USD 8.8 billion by 2035, with a CAGR of 7.2% during the forecast period from 2025 to 2035. This growth is brought about by the rising demand for Spanish wines, exclusive regional experiences, and an influx of local and foreign visitors interested in experiencing the country's diverse wine regions.
Market Overview
| Attribute | Value |
|---|---|
| Estimated Spain Industry Size (2025E) | USD 4.4 billion |
| Projected Spain Value (2035F) | USD 8.8 billion |
| Value-based CAGR (2025 to 2035) | 7.2% |
The demand for wine tourism is expected to grow further as Spain's wine regions like La Rioja, Ribera del Duero, and Priorat offer a variety of immersive and luxury experiences. Spanish wine regions are gaining popularity for their rich history and prestigious wines, attracting both casual enthusiasts and serious wine connoisseurs.
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The following chart offers a comparative assessment of the changes in CAGR for the base year, 2024, and the current year, 2025, tracking the shifts in market dynamics.
CAGR Values for Spain Wine Tourism Market (2024 to 2025)
It is anticipated that the Spanish wine tourism market will grow at a CAGR of 6.4% in the first half of 2024, with a slight increase to 6.6% in the second half. The growth rate is projected to rise to 7% in H1 2025 and further increase to 7.2% in H2 2025, driven by the growing demand for specialized vineyard stays, private wine-tasting sessions, and bespoke winemaking experiences.
| Category | Details |
|---|---|
| Market Value | Spain’s wine tourism industry is estimated to generate USD 4.1 billion in 2024, contributing 11% of Europe’s wine tourism market. |
| Domestic Market Share | Domestic tourists account for 60% of the market, with key destinations such as La Rioja, Ribera del Duero, and Jerez. |
| International Market Share | International visitors make up 40%, with prominent markets including the UK, Germany, and the USA. |
| Key Destinations | Renowned wine regions include La Rioja, Ribera del Duero, Priorat, and Jerez. |
| Economic Impact | Spain’s wine tourism generates billions annually through hospitality, luxury accommodations, and dining experiences at vineyards like Marqués de Murrieta (La Rioja) and Bodegas Vega Sicilia (Ribera del Duero). |
| Key Trends | Growth in wine-focused culinary tours, sustainable wine production, and winery-based boutique hotels offering exclusive, customized experiences. |
| Top Travel Seasons | Spring and autumn, especially during harvest time, from late September to early November. |
The Spanish wine tourism industry is a vital part of Europe’s wine tourism market, with regions like La Rioja and Ribera del Duero seeing strong tourist traffic. Domestic travelers account for the majority, but international tourism is growing rapidly, especially from countries like the UK, Germany, and the USA. Destinations like La Rioja draw tourists with their prestigious wineries, while regions like Priorat are gaining traction for their artisanal production and boutique winery experiences.
Key trends driving this market include the rise of culinary wine tours, which blend wine-tasting with local food experiences, such as the famous tapas paired with Rioja wines. Luxury vineyard retreats and eco-conscious wineries are attracting a new generation of wine tourists interested in sustainability and local gastronomy. For example, the Bodegas Ysios in La Rioja now offers luxury stays with private wine tastings and meals prepared by Michelin-star chefs.
| Date | Development & Details |
|---|---|
| Jan 2025 | Ribera del Duero Introduces VIP Wine & Spa Experience: Ribera del Duero launches a new VIP package combining luxury wine tastings with a wellness retreat featuring spa treatments and local cuisine. |
| Dec 2024 | Priorat’s Organic Wine Tour: Priorat vineyards introduced an organic wine tour focusing on sustainable viticulture practices, with visits to biodynamic wineries. |
| Nov 2024 | Jerez Hosts Wine & Flamenco Festival: Jerez, known for its Sherry production, opened a new wine and flamenco festival, where guests enjoy Sherry tastings while watching traditional flamenco performances. |
| Oct 2024 | La Rioja’s Wine & Cooking Classes: La Rioja launched exclusive wine and cooking classes, where guests learn to pair local wines with regional dishes, led by celebrity chefs. |
| Sept 2024 | Private Wine-Tasting Tours in Ribera del Duero: Ribera del Duero unveiled private wine-tasting tours with renowned sommeliers, focusing on the region’s acclaimed Tempranillo wines. |
Winery Visits and Tasting Lead the Spain Wine Tourism Market
Through the year 2025, visits to wineries and wine tasting are forecast to be the primary activity type of Spain's wine tourism industry with an estimated market share of 42%. Such activities are of interest because they provide tourists the opportunity to associate with Spain's extensive wine tradition while experiencing the distinctive landscapes of celebrated wine zones. Tourists not only get to enjoy sweeping vistas of rolling vineyards but also get an insider's look at Spain's centuries-old wine-making traditions. For instance, in the Rioja province, one of Spain's best-known wine regions, tourists get to visit old bodegas such as Marqués de Riscal, where they are taken through centuries-old cellars and introduced to the painstaking techniques involved in the making of Rioja's globally acclaimed red wines.
The most compelling reason for the popularity of wine visits and tasting is the interaction with local vintners in person. Visiting tourists directly experience the distinctive terroir of the place, the lineage of the vineyards, as well as the creative techniques that contemporary winemakers use. In regions such as Ribera del Duero, the opportunity to taste various vintages and converse with the winemaker adds educational value and further engages visitors in the region's winemaking heritage. At both large, traditional wineries and smaller boutique vineyards, the personal attention provided by these tours guarantees an experience that transcends mere wine tasting it is a complete sensory experience that is both accessible to beginners and satisfying for connoisseurs.
Individual Tours Dominate Spain’s Wine Tourism
Individual tours are expected to account for as much as 65% of Spain's wine tourism market by 2025. This is a result of increasing demand for personalized, tailored travel experiences that are specific to personal taste and preference. Today's wine tourists increasingly expect flexibility in their schedules, whether it is being able to pick and choose which wineries they go to, taste specific types of wines, or have private, personalized tours that delve deeper into how the wines are made. This customized strategy offers a degree of immersion that standard group tours frequently cannot, which makes it extremely attractive to individuals who want to thoroughly experience the culture and artisanship of Spanish wine.
Areas like Ribera del Duero and Rías Baixas are especially appealing for private tours, providing an intimate experience at smaller, family-run wineries. These areas enable tourists to interact personally with winemakers, discovering the distinctive terroirs that define the wines. In contrast to large commercial wineries, the smaller estates usually provide a sense of personal connection, where visitors are able to pose questions, tour the vineyards at leisure, and obtain a deep understanding of the long-standing winemaking traditions. These experiences enable tourists to better appreciate the art and science involved in wine-making.
A standout example is Vega Sicilia, one of Spain’s most prestigious wineries, located in the heart of Ribera del Duero. Known for its exceptional, world-renowned wines, Vega Sicilia offers exclusive private tours that allow guests to explore its historic cellars and taste some of the rarest vintages unavailable to the public. The customized aspect of these tours makes them ideal for wine lovers who are looking for a highly individualized experience, in which tasting wines is not the sole focus but learning about the elaborate processes that go into their creation. These customized tours cater to the needs of sophisticated travelers who are in pursuit of a personal, luxury experience that revolves around the wine culture of Spain.
Spain’s wine tourism market is moderately fragmented, with prominent players such as the Spain Wine Tours, Bodegas Torres Wine Tours, and Rioja Wine Tours, alongside boutique wineries offering intimate experiences.
2025 Market Share of Spain Wine Tourism Players
Leading players include Spain Wine Tours, Bodegas Torres Wine Tours, and Rioja Wine Tours, followed by several smaller boutique wineries offering niche wine tourism experiences.
The Spanish wine tourism market is expected to grow at a CAGR of 7.2% from 2025 to 2035.
The market is projected to reach USD 8.8 billion by 2035.
The key drivers include the increasing demand for immersive wine experiences, the rising popularity of wine-related events, and luxury vineyard retreats.
Key players include Spain Wine Tours, Bodegas Torres Wine Tours, and Rioja Wine Tours, and various boutique vineyards offering exclusive wine experiences.
The industry is segmented into Winery Visits and Tasting, Wine Trails, Wine Festivals and Events, Wine Education and Workshops, and Other Activities.
The market is analyzed by age groups: Less than 20 years, 20 - 30 years, 30 - 40 years, 40 - 50 years, and Over 50 years.
The market is analyzed by gender (Men, Women).
Segmentation includes Domestic Tourists and International Tourists.
The industry includes Individual and Group tours.
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Spain Wine Tourism Market
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