“With insights from more than 1,300 wineries around the world, the report gives the wine sector a truly global voice. It lays the foundation for a better understanding of consumer expectations and for the development of innovative strategies,” explains Professor Gergely Szolnoki from Hochschule Geisenheim University, who led the research team.

Background

Over the past decade, wine tourism has grown rapidly, evolving into a dynamic and profitable component of the global wine industry. When well managed, it can foster sustainable rural development by creating jobs and supporting local communities. At the same time, it contributes to preserving cultural and natural heritage and promotes responsible forms of tourism. Despite its growing importance, however, international data in this field remain scarce, making it difficult for policymakers and businesses to design evidence-based strategies.

In response to this need, Hochschule Geisenheim University launched a new global research initiative in collaboration with UN Tourism, the International Organisation of Vine and Wine (OIV), the Great Wine Capitals Global Network (GWC), and WineTourism.com. The outcome of this initiative is the Global Wine Tourism Report, based on an annual worldwide survey designed to collect up-to-date data and insights from across the wine tourism sector.

Key Findings

• Economic impact: Wine tourism is widely recognized as a key economic driver for regional development, making a significant contribution to rural communities and local economies.
• Profitability: Two out of three wineries report that wine tourism is profitable or highly profitable, with roughly one-quarter of total winery revenues now generated through tourism.
• Sustainability: Sustainability is increasingly becoming central to business strategies. Two-thirds of wineries consider it important or very important to their tourism operations.
• Engagement in wine tourism: Among wineries not yet engaged in wine tourism, staff shortages and limited time remain the main obstacles. Nevertheless, one in four of these wineries has already decided to enter the sector, and half are considering doing so in the near future.
• Uneven regional growth in demand: Forty-one percent of wineries outside Europe report declining visitor numbers, compared with only 17% of European wineries, many of which are still experiencing growth.
• Visitor profiles: The dominant age group among wine tourists continues to be 45–65 years, although visitors aged 25–44 are gaining importance. Strong growth trends are evident in education, sustainability, gastronomy, and the interest of younger travelers.
• Key challenges: Wineries face a fragile market characterized by economic pressures and declining wine consumption. Mobility issues and public health requirements present additional hurdles. Changing visitor preferences, staff shortages, and digital transformation call for more adaptive and innovative approaches.
• Core activities: Wine tastings, cellar tours, and vineyard walks remain the backbone of wine tourism worldwide. These experiences allow visitors to engage directly with wines and landscapes while fostering personal connections between guests and winery staff.
• Tourism trends: Today’s visitors are drawn to authentic, local experiences. Culinary offerings, eco-friendly practices, and nature-based activities are on the rise, as is engagement through digital channels and social media.
• Wine tourism strategies: Storytelling and social media are at the heart of innovation in wine tourism. More than half of wineries are focusing on food-and-wine pairings and collaborations with local businesses. Educational workshops, cultural events, and vineyard activities are playing an increasingly important role in enhancing visitor experiences.
• Innovation and investment: Innovation is widely regarded as essential for future competitiveness, helping wineries attract new visitor segments and differentiate themselves in the market. The level of actual investment in new experiences, however, varies according to each winery’s strategy and philosophy.
• Outlook: Half of the surveyed wineries plan to make further investments in wine tourism, and most expect steady growth for both their region and their own business. Notably, almost two-thirds believe that wine tourism can serve as a valuable tool for building resilience in times of crisis.

A Unique Global Benchmark

This study not only provides empirical evidence of the importance of wine tourism but also serves as a practical benchmark for wineries and policymakers worldwide. It illustrates how the sector has evolved from a niche activity into a cornerstone of rural development, international marketing, and sustainable growth.

The full report, as well as a summary of its main findings, is available to download here. 

For more information on this project, please contact Professor Gergely Szolnoki: Gergely.Szolnoki(at)hs-gm.de