The worldwide wine tourism industry is expected to grow to USD 108.3 billion in 2025 and expand to USD 358.6 billion by 2035, with a CAGR of 12.7% over the forecast period. Growing demand for wine tasting, vineyard visits, and food pairings is fueling the growth, with connoisseurs as well as casual tourists being attracted to it.
Great wine tourism destinations such as Bordeaux, Napa Valley, and Tuscany are pioneering the way by providing luxury vineyard stays, expert-led tastings, and wine-production workshops. Napa Valley's Castello di Amorosa, for example, provides private barrel tastings and vineyard tours, coupling luxury with interactive wine learning. Bordeaux's Château Margaux is drawing wine lovers with carefully selected wine cellaring experiences and vintage tastings.
Tastefully styled amenities like Franschhoek's South Africa wine tram in South Africa and vineyard cycle tours offered by Tuscany are stretching wine tourism far wider. Business managers are including new technology gadgets such as vineyard tours carried out virtually, wine tastings undertaken over the web, increasing access to the masses for wine tourism.
Sustainability is transforming the market, and wineries such as Sonoma's Benziger Family Winery are embracing biodynamic farming and green practices. Farm-to-table dining with local chefs and artisans adds to the visitor experience and benefits local economies.
High-end wine tourism is on the rise, with tourists choosing private vineyard châteaux, tailor-made wine-blending experiences, and helicopter visits over wine landscapes. Businesses such as Winerist provide customized wine tours across several regions, allowing easy travel and exclusive entry.
Mid-level players such as Grape Escapes are making wine tourism accessible with guided group excursions, cellar tours, and sampling sessions. Online platforms such as Wine Paths streamline planning with step-by-step itineraries, customer reviews, and book-online facilities.
As the global wine tourism market develops, operators expand into new territories like Argentina's Mendoza and Australia's Barossa Valley. The marriage of sustainability, technology, and custom experiences ensures wine tourism remains an evolving and engaging niche for foreign visitors.
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| Category | Growth (USD) |
|---|---|
| Food Tourism Industry | 2020: 35.2 billion, 2024: 47.8 billion, 2025: 52.1 billion, 2035: 90.4 billion |
| Wine Tourism Industry | 2020: 60 billion, 2024: 95.9 billion, 2025: 108.3 billion, 2035: 358.6 billion |
The world food tourism market expanded at a CAGR of 12.4% between 2020 and 2024, hitting USD 95.9 billion in 2024. The analysts estimate another 12.7% CAGR between 2025 and 2035, taking the market to USD 358.66 billion in 2035. Food capitals like Tokyo, Barcelona, and Bangkok lured foodies with Michelin-starred restaurants and local food tours. Operators such as Culinary Backstreets offered customized food tours, which took tourists into authentic culinary cultures.
Concomitantly, the wine tourism sector grew gradually with the help of experiential vineyard tours and technology. Napa Valley and Bordeaux were among the key wine regions that provided luxury vineyard retreats and wine-making experiences. Wineries such as Sonoma's Benziger Family Winery hosted environmentally conscious tourists with biodynamic farming and green measures.
Both markets were impacted by advances in technology. Sites such as Eatwith enabled food travelers to reserve meals with home cooks, while Wine Paths facilitated vineyard tour reservations with virtual tours and custom-planned itineraries. High-end operators in both markets supplemented their offerings with VIP packages. For example, Devour Tours offered private cooking classes in Italy, and Tuscany's Il Borro arranged helicopter vineyard tours.
Both markets had sustainability at their forefront. Food tour operators centered around farm-to-table eating, and organic farming was pursued by wineries. New destinations such as Mexico's Valle de Guadalupe for wine and Vietnam's Ho Chi Minh City for food tours were popularized with off-the-beaten-path, authentic experiences. As both industries evolve, companies are blending innovation, sustainability, and personalization to attract global travelers, ensuring long-term growth and dynamic experiences for food and wine enthusiasts.
| Country | Domestic vs. International Tourists (%) |
|---|---|
| France | 60% Domestic - 40% International |
| Italy | 55% Domestic - 45% International |
| Spain | 50% Domestic - 50% International |
| United States | 65% Domestic - 35% International |
| Australia | 70% Domestic - 30% International |
| Argentina | 50% Domestic - 50% International |
| South Africa | 60% Domestic - 40% International |
| Portugal | 55% Domestic - 45% International |
| Germany | 65% Domestic - 35% International |
| New Zealand | 75% Domestic - 25% International |
Top wine-producing countries continue to grow their wine tourism industries by offering compelling experiences to both domestic and international visitors. Bordeaux and Burgundy in France attract international wine enthusiasts with exclusive vineyard tours and wine blending sessions, while hosting year-round festivals and wine trails for local travelers. Tuscany’s vineyards in Italy engage domestic tourists with cycling tours and cooking classes, while drawing international visitors to renowned estates like Antinori.
The Barossa Valley in Australia drives local tourism with weekend wine markets and tasting festivals, while providing international travelers with private cellar tours and vineyard retreats. Mendoza’s wine region in Argentina appeals to domestic tourists with affordable harvest season tours, while offering luxury-seeking international visitors curated high-altitude vineyard experiences through companies like Uncorked Argentina.
Stellenbosch in South Africa boosts wine tourism by attracting local wine lovers with budget-friendly day tours and offering international travelers premium experiences like wine safaris and farm-to-table dining. Digital platforms such as Wine Paths and CellarPass simplify travel planning by enabling visitors to book vineyard stays, tastings, and wine-pairing dinners seamlessly.
Wineries enhance their appeal by adopting sustainability initiatives. Sonoma’s Benziger Family Winery uses biodynamic farming to attract eco-conscious tourists, while Portugal’s Douro Valley blends wine heritage with eco-friendly lodging. Countries continue to innovate through cultural integration, luxury offerings, and sustainable practices to keep wine tourism competitive and thriving.
Winery visits and tastings generate substantial revenue in the wine tourism industry by offering immersive, sensory experiences that attract a broad spectrum of travelers. In Napa Valley, Robert Mondavi Winery draws thousands of visitors annually with guided vineyard tours, exclusive barrel tastings, and wine-pairing dinners, creating a premium experience that tourists are willing to pay for.
Wineries take advantage of on-site direct-to-consumer sales, with visitors buying bottles, memberships, and special vintages on premises. Château Pichon Baron in Bordeaux, for instance, provides vertical tastings of its celebrated vintages and invites collectors and aficionados to purchase high-priced wines.
Theme events, including harvest celebrations and blending events, draw return visits and increase off-season income. Hunter Valley wineries in Australia organize wine and food festivals, pairing regional foods with wine tasting, generating both ticket sales and product purchases.
Taste experiences also create brand loyalty. Wineries such as Villa Antinori in the Tuscany region increase customer involvement through customized tastings and vineyard stays, which result in long-term membership and subscription box sales.
Online platforms enhance revenues even more. Wineries utilize apps such as CellarPass to conduct virtual tastings, enabling global viewers to experience their brand and buy wines straight from them. Through the integration of in-person activities with digital reach, wineries have a constant revenue flow and an increasing base of international customers.
Tourists in the 30-40 age group generate significant revenues for the wine tourism industry due to their disposable income, experiential travel preferences, and passion for wine culture. This age group actively seeks interactive experiences, such as wine-blending workshops, vineyard cycling tours, and sommelier-led tastings. A case in point is Sonoma's Ram's Gate Winery, which attracts 30-40-year-old visitors with carefully crafted tasting flights and vineyard picnics specifically aimed at this age group's desire for personalized and social experiences.
Wine tourism businesses appeal to this age group by providing contemporary amenities, social activities, and experiential activities. Wineries such as Bodega Garzón in Uruguay offer Instagram-perfect vineyard scenery, hands-on wine-making classes, and modern tasting rooms, appealing to young professionals who appreciate beauty and novel activities.
Digital platforms also facilitate wine tourism for this age group. Applications such as Vivino and Wine Paths allow 30-40-year-olds to find, book, and rate wine tours with ease. Wineries use social media platforms to market events, including sunset tastings and vineyard concerts, directly targeting this age group's digital behavior.
This age bracket also generates income in the form of regular purchase of wine subscriptions and special vintages. Vineyards such as Black Stallion in Napa Valley have subscription offerings that send them carefully curated selections, with long-term relationships with 30-40-year-old customers. With bespoke experiences, exploiting online platforms, and encouraging customer loyalty, wine tourism ensures the age group 30-40-year-old visitors contribute substantially towards revenue generation of the industry.
France's wine tourism sector fuels expansion through world-class vineyard experiences combining tradition and modernity. Bordeaux wine châteaux, like Château Margaux, entice international visitors by delivering bespoke cellar visits, vintage tastings, and interactive wine-making workshops, securing top-dollar revenues from upscale consumers. Burgundy vineyards provide authentic experiences through guided vineyard strolls and private tastings, attracting oenophiles seeking authenticity.
French wineries boost culinary tourism by pairing regional cuisine with wine tastings. Domaine de la Romanée-Conti elevates visitor engagement by curating gourmet pairings, which increase on-site premium wine sales.
Wineries leverage digital platforms like Rue des Vignerons to streamline bookings and attract international visitors with virtual vineyard tours. Champagne houses like Moët & Chandon drive direct sales through social media campaigns that highlight exclusive tours and limited-edition releases.
Seasonal festivals like the Bordeaux Wine Festival and auction at Hospices de Beaune attract thousands of visitors to the wine areas in France, thereby increasing revenue seasonally. Organic viticulture increases sustainability by practicing it, which is practiced in wineries, as witnessed by Domaine Huet in Loire Valley and attracting green visitors.
France's wine tourism market keeps expanding through the provision of heritage-laden experiences, technology integration, and sustainability prioritization, thereby assuring that it appeals to diverse tourists and reaps enormous revenues.
Italy's wine tourism economy prospers by providing true vineyard experiences rich in tradition and technology. Tuscany's famous estates, like Antinori and Castello Banfi, welcome foreign visitors with guided cellar tours, wine-blending experiences, and vineyard stays, garnering substantial revenues from luxury-hunting tourists. Piedmont's Barolo region contributes to its appeal through meticulously crafted truffle hunts followed by wine tastings, creating unique experiences that draw culinary and wine enthusiasts.
Italian wine estates cash in on gastronomy tourism through pairings of farm-to-table food with vine tours. Sicilian Planeta Winery, for example, tops its wine events by pairing native foodstuffs with samples and fostering further emotional connections along with on-farm wine buys.
Websites like Winerist and Italy4Real make it easy to book and offer virtual tours of the vineyards, allowing international tourists to plan hassle-free holidays. Wine estates like Marchesi di Barolo use social media promotions to market exclusive wine releases, vineyard events, and harvesting experiences, enhancing online sales and visitor engagement.
A yearly festival, for example, Vinitaly in Verona and the Alba White Truffle Fair, draws thousands of tourists, greatly boosting wine sales and revenue from local tourism. Italian wineries are bent on being sustainable using organic and biodynamic agriculture, an example being Avignonesi in Montepulciano, which attracts environmentally aware tourists.
Italy's wine tourism sector expands by providing genuine experiences, adopting digital transformation, and focusing on sustainability, guaranteeing its status as a top global destination for wine enthusiasts.
The global wine tourism industry has been growing on the back of new projects, technological advancements in engaging tourists, and increasing demand for vineyard experience. Some of the leading destinations like Bordeaux, Tuscany, and Napa Valley have introduced sustainability-focused initiatives that have led to increased tourist footfall.
Some of the recent developments in the wine tourism sector include the following:
| Attribute | Details |
|---|---|
| Forecast Period | 2025 to 2035 |
| Historical Data Available for | 2020 to 2024 |
| Market Analysis | USD Million/Billion for Value |
| Key Regions Covered | North America, Latin America, Western Europe, Eastern Europe, South Asia and pacific, East Asia, MEA |
| Key Segments Covered | Activity Type, Age Group, Demography, Tourism Type, Tour Type |
| Key Companies Profiled | BKWine Tours; Gourmet Touring; González Byass; Villa Melnik Winery; Vergelegen Estate; Compañía Vinícola del Norte de España (CVNE); Viña Matetic; Napa Valley Wine Train; Delaire Graff Estate; Maison; Rémy Martin; Bodega Trapiche; Ottella |
The global wine tourism industry reached USD 95.9 billion in 2024. Analysts project the market will grow to USD 358.6 billion by 2035, with a CAGR of 12.7% from 2025 to 2035.
Growing interest in vineyard tours, wine tastings, and culinary experiences, along with sustainability practices by wineries like Benziger Family Winery and Avignonesi, are driving industry growth.
Top companies include BKWine Tours, González Byass, and Delaire Graff Estate, known for offering immersive vineyard tours, luxury stays, and wine education programs.
Operators integrate digital platforms for easy bookings, offer vineyard cycling tours, and provide personalized tastings with renowned sommeliers, enhancing the visitor experience.
Sustainable wine production, virtual vineyard tours, and curated food-and-wine pairing events are shaping the industry’s future, along with emerging destinations like Argentina’s Mendoza and Portugal’s Douro Valley.
Challenges include managing the environmental impact of tourism, addressing competition from emerging markets, and balancing authenticity with modernization.
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