WINE TOURISM IN WINERIES AROUND THE WORLD
wine tourism at Casato Prime Donne in Montalcino.
GEISENHEIM UNIVERSITY IN GERMANY INTERVIEWED 1,310 WINERIES IN 47 COUNTRIES, PROVIDING A PICTURE OF WINE TOURISM AROUND THE WORLD
By Donatella Cinelli Colombini, winetourism, Fattoria del Colle in Trequanda, Casato Prime Donne Montalcino
The 2025 “Global Wine Tourism Report” has been commissioned by top-level clients, including the UN Tourism Organization, the OIV – International Organization of Vine and Wine, the Great Wine Capitals Global Network (GWC), and WineTourism.com. The scope is also vast, encompassing the entire world, with 1,310 wineries interviewed in 47 countries, but with a particular focus on Europe, which accounts for 70% of the sample, with Italy in a dominant position (17%).
PERHAPS TOO MANY EXPECTATIONS FOR THE WINE TOURISM BUSINESS
Wineries are showing strong interest worldwide: two out of three wineries report that wine tourism is profitable or very profitable. This type of tourism generates approximately a quarter of their total revenues. This percentage is likely higher in North America and smaller in Europe.
Confirming the expectations of all wine companies regarding wine tourism, it’s worth noting that half of the sample intends to invest, and the majority expects growth in both fluxes and business. Indeed, there’s a widespread belief that this type of tourism is countercyclical, or at least more resilient, and therefore capable of boosting sales in times of crisis.
Among Europeans, there’s greater reluctance to develop wine tourism. 57% of wineries not open to the public attribute this to a lack of staff, while among non-European wineries, the percentage drops to 30%. In Europe there is fear of competition while in America and Australia this fear does not exist.
EUROPEAN WINE TOURISM IS YOUNGER AND LESS PROFITABLE
It should be noted that wine tourism’s spread in Europe occurred after it had already become a widespread phenomenon in America, Australia, and South Africa. In fact, 60% of non-European wineries have been offering wine tourism experiences for over 10 years, while in Europe this percentage drops to 49%. Perhaps this is why the economic benefits of this type of tourism are more noticeable outside our continent: on a scale of 1 to 5, they score 3.9, while we score 3.6. Visitors to European wineries are also fewer. Non-European wineries receive an average of 4,000 visitors, while Italian ones receive 1,000.
THE EUROPEAN WINE TOURISM MODEL IS MORE EXPERIENTIAL AND LESS COMMERCIAL
There is, however, a substantial difference between the European wine tourism model and that of the rest of the world: tourist wineries everywhere offer tastings (79-80%), but guided tours of vineyards and cellars are a characteristic of the European offering (73%), while they are less common in the rest of the world (55%). Non-European wineries organize events more frequently (53%) than those in Europe (43%). Even when it comes to activities for non-wine drinkers, non-Europeans are more active than us (38% versus 22%).
THE VISITOR TARGET IS SIMILAR BUT MORE ATTRACTIVE WITH REGARDS TO YOUNG PEOPLE
The differences in visitor target groups are less marked: 82% of European wine tourists are between 45 and 65, compared to 80% in the rest of the world. In both areas, only 2% of young people are under 25. However, in Europe (43%) young people show more interest in wine experiences compared to the paltry 34% of those under 25 in the rest of the world. Indeed this reflects the diminished appeal of a model where the only attraction is tasting and shopping for bottles, while in Europe, the experience of nature and local traditions, often in contexts rich in history, is decidedly more engaging.
This opinion is shared by WineNews: “Emerging tourism trends show that today’s visitors are increasingly drawn to authentic, local, and niche experiences. Culinary offerings, eco-sustainable practices, and nature-based activities are growing in popularity, supported by strong engagement through digital channels and social media. In terms of wine tourism strategies, storytelling and digital communication are at the heart of innovation”.
WINE TOURISM 2025 AROUND THE WORLD
The 2025 wine tourism data in the “Global Wine Tourism Report” shows a mixed trend. In Europe, most wineries saw an increase in visitors, while only 17% saw a decline. This percentage rises to 41% overseas.
Directly from the Winetourism.com website, where the 2025 report is published, there are two considerations:
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