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%.…

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