The UK Wine Tourism Industry is poised for robust growth over the next decade, projected to increase from an estimated USD 15.5 billion in 2025 to USD 43.5 billion by 2035, with a CAGR of 10.8% during the forecast period.
This development is propelled by increased interest in the UK's new wine regions, vineyard stays are on the upswing, and greater appreciation for sustainable and organic wine production, with both domestic and foreign travelers looking for immersive, authentic wine experiences.
Market Overview
| Attribute | Value |
|---|---|
| Estimated UK Industry Size (2025E) | USD 15.5 billion |
| Projected UK Value (2035F) | USD 43.5 billion |
| Value-based CAGR (2025 to 2035) | 10.8% |
The increasing demand for wine tourism, alongside the growth of boutique wineries and unique vineyard stays, will continue to stimulate the market. Regions like Sussex, Kent, and Cornwall are expected to play a central role in the sector’s development, offering distinct experiences and fostering a new wave of UK wine tourism.
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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 shifts in market dynamics.
CAGR Values for UK Wine Tourism Industry (2024 to 2025)
The UK Wine Tourism Industry is expected to grow at a CAGR of 9.4% in the first half of 2024, with a slight increase to 9.8% in the second half. This growth rate is projected to rise further to 10.2% in H1 2025 and increase to 10.8% in H2 2025, driven by a combination of new vineyard accommodations, private wine-tasting tours, and sustainable wine experiences.
| Category | Details |
|---|---|
| Market Value | The UK wine tourism industry is estimated to generate USD 14.1billion in 2024, contributing 15% of Europe’s wine tourism market. |
| Domestic Market Share | Domestic tourists account for 60%, with popular destinations such as Sussex, Kent, and Cornwall. |
| International Market Share | International visitors make up 40%, with key markets including European travelers and Americans seeking to explore lesser-known UK wine regions. |
| Key Destinations | Renowned wine regions include Sussex, Kent, Cornwall, and Hampshire. |
| Economic Impact | The sector generates significant revenue through luxury vineyard stays, fine dining at wineries, and local tourism. |
| Key Trends | A growing trend for vineyard wellness retreats, sustainable wine production, and immersive wine workshops and tours. |
| Top Travel Seasons | Late spring to early autumn is the peak season, with the best time for tours being from May to October. |
The UK wine tourism industry has rapidly expanded, with regions like Kent and Sussex gaining international recognition for their emerging wine culture. Domestic tourism continues to be the largest segment, but international interest, particularly from European and USA travelers, is increasing.
Vineyards like Nyetimber and Chapel Down are leading the charge in offering exceptional experiences that combine local wine, gourmet food, and stunning countryside views.
Key trends influencing this market include the rise of eco-friendly practices, with vineyards like Rathfinny Estate in Sussex making strides in sustainability, as well as the growth of luxurious vineyard stays like those offered by Tenterden Vineyards in Kent.
Moreover, tailored experiences, such as private tastings and vineyard tours, continue to grow in popularity, attracting visitors eager for unique, high-end experiences.
| Date | Development & Details |
|---|---|
| Jan 2025 | Sussex’s Exclusive Vineyard and Spa Retreat: Sussex introduced a luxury vineyard retreat combining private wine tours with wellness experiences. Guests can indulge in spa treatments while enjoying wine-pairing dinners. |
| Dec 2024 | Kent’s Sustainable Wine Tour Launch: Kent launched an eco-tourism initiative with vineyard tours focusing on organic wine production and sustainable farming practices, appealing to environmentally conscious tourists. |
| Nov 2024 | New Wine & Art Collaboration in Cornwall: A wine and art gallery opened in Cornwall, offering private wine tastings paired with local art exhibitions, creating a cultural and sensory experience for visitors. |
| Oct 2024 | Vineyard Workshop Series in Hampshire: Hampshire introduced a new educational series focusing on viticulture and wine tasting techniques, aimed at tourists wanting to deepen their wine knowledge. |
| Sept 2024 | Exclusive Wine & Hiking Adventure in West Sussex: West Sussex launched a wine and hiking adventure, offering guests the opportunity to explore scenic vineyards and taste wines along the trail, combining outdoor activities with wine enjoyment. |
Vineyard Visits and Tasting Lead the UK Wine Tourism Market
By 2025, wine tastings and winery visits will have the highest share of the UK wine tourism market, with a forecasted 35% market share. Wine tastings and winery visits are valued for allowing consumers to gain an in-depth understanding of the art of winemaking blended with the serenity of the countryside.
The iconic wine regions of the UK, such as Kent's Weald of Kent vineyards and the historic vineyards in Sussex, offer guided tours through sprawling vineyards. Visitors can learn about the unique British terroir, from the cooling effects of the surrounding coastlines to the diverse soil types, all contributing to the distinct characteristics of the wine produced here.
The main attraction of winery tours and tastings is the personalized experience. Visitors are able to interact directly with winemakers and find out about traditional British winemaking practices, such as the significance of techniques like biodynamic farming practiced in areas such as Hampshire's Hattingley Valley.
On these tours, tourists do not only taste an assortment of wines, but also learn about the role of climate, soil, and eco-friendly farming techniques. While guests drink still and sparkling wines, usually accompanied by local cheese or charcuterie, they form a genuine bond with the wine-making area, so much so that the experience is as much about learning as it is about pleasure.
Whether visiting a renowned estate such as Nyetimber in West Sussex or a more boutique winery like Rathfinny, known for its exceptional English sparkling wine, the immersive nature of these winery tours remains a key driver for wine tourists, offering a complete sensory journey.
Individual Tours Dominate Wine Tourism
Private tours are expected to account for about 58% of the UK wine tourism market in 2025, representing a strong inclination toward tailored, flexible travel. With the wine tourism industry continuing to grow, more solo travelers, couples, and small groups are looking for personalized itineraries that enable them to craft their own wine-tasting journeys.
This is a part of a broader trend in tourism where travelers no longer wish to compromise on mass market products, but instead prefer to make their own tailor-made experiences that are attuned to their own unique interests and preferences.
The appeal of private tours is the freedom they offer. Visitors can tailor their tours to emphasize the vineyards and wines that interest them most. For example, a wine lover with a particular interest in sparkling wines may opt to visit renowned sparkling estates in Sussex, such as Nyetimber or Ridgeview, where they can indulge in the world of English bubbly.
Or, if one has a taste for more traditional still wines, it is also possible to visit well-known vineyards in Kent, like Chapel Down, and sample the county's signature varieties.
Among the perks of private tours is the opportunity to have private wine tastings and private vineyard tours, typically performed by seasoned sommeliers or winemakers themselves. These bespoke experiences provide an intimate, close connection with the wine, with insider information on the workings of the vineyard, from grape cultivation to wine production.
The terroir is accessible in a relaxed, informal environment with the chance to explore the nuances of winemaking. For the ultimate in immersion, several tours are coupled with wine-pairing meals at stunning vineyard restaurants, rounding out the experience with pairing outstanding wine and great food.
This focus on individual participation and adaptability ensures that each tour is truly an individualized exploration of the finest of the area, and a worthwhile experience for those who want to appreciate the cultural and sensory depth of wine.
The UK Wine Tourism Sector is quite fragmented, with major players being large wine producers based in Sussex, Kent, and Cornwall. Large-format vineyards like London Wine Tours, British Wine Tours, and The Wine Experience control the market space, with numerous small, boutique vineyards emerging as sought-after alternatives offering bespoke experiences.
2025 Market Share of UK Wine Tourism Players
Leading players with notable market share include vineyards in London Wine Tours, British Wine Tours, and The Wine Experience, with several other boutique and regional vineyards contributing to niche wine tourism experiences.
The UK Wine Tourism Industry is expected to grow at a CAGR of 10.8% from 2025 to 2035.
The market is projected to reach USD 43.5 billion by 2035.
The key drivers include the growing demand for immersive wine experiences, increasing interest in UK wine culture, and the rise of sustainable vineyard practices.
Key players include London Wine Tours, British Wine Tours, The Wine Experience, and several boutique wineries in Sussex, Kent, Cornwall, and Hampshire.
The industry is segmented into Vineyard Visits and Tastings, Wine Trails, Wine Festivals and Events, Wine Education and Workshops, and Other Activities.
The market is analyzed by age groups: Under 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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UK Wine Tourism Market
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