Wine Tourism as a Stabilizer in Times of Change

Following a welcome address by Professor Hans Reiner Schultz, president of Hochschule Geisenheim University, Sabine Nebel (Rheingau-Taunus Kultur und Tourismus GmbH) outlined the objectives of the study. Against the backdrop of structural changes in viticulture, ranging from climate change to shifting consumer behavior, wine tourism is set to play a central role.

Professor Gergely Szolnoki first placed the findings in an international context by presenting key insights from the Global Wine Tourism Report 2025, before presenting the specific results for the Rheingau together with Doctor Maximilian Tafel.

Who are the Rheingau's Tourists?

Ninety-four percent of the surveyed visitors to the region come from within Germany, primarily from the states of Hesse, Rhineland-Palatinate, and North Rhine–Westphalia. The study distinguishes between three types of visitors: primary wine tourists, secondary wine tourists, and non-wine tourists. While 76% of respondents did not visit a winery during their stay, 24% reported visiting one or more wineries. For half of those who visited wineries, wine was an important or very important travel motivation. Professor Szolnoki therefore classifies them as primary wine tourists.

One striking finding is that 29% of winery visits were spontaneous or coincidental – for example prompted by signage – and had not been planned in advance. Overall, the average number of wineries visited per stay is only 0.6, indicating untapped potential.

Clear Differences in Target Groups and Travel Behavior

The primary wine tourists are predominantly men under 35 or between 50 and 65 years of age, often from North Rhine-Westphalia and with a high level of education. They prefer to purchase wine directly from wineries. Secondary wine tourists are also mostly male, generally between 50 and 65 years old, primarily from Rhineland-Palatinate and Bavaria, and have above-average incomes. Non-wine tourists mainly come from Hesse and generally purchase wine primarily through retail outlets.

Viewed through the lens of the Sinus Milieus – a social model commonly applied in the segmentation of German-speaking markets – the Rheingau attracts not only the conservative upper-middle and post-materialist milieus, but increasingly younger target groups such as the adaptive-pragmatic and expeditive milieus, especially among primary wine tourists. Among secondary tourists, the nostalgic-bourgeois milieu is also represented, which Szolnoki describes as the classic bus or river cruise tourists.

Overnight Stays, Mobility, and Satisfaction

Respondents are evenly split between day visitors and overnight guests. While 86% of primary wine tourists stay overnight in the region, this figure drops to just 38% among non-wine tourists. Hotels are the most common form of accommodation, and most visitors travel by car. Non-wine tourists are more likely to arrive by bicycle (19%), coach (6%), or public transportation (11%), although public transportation ranks last in evaluations of mobility options.

Overall satisfaction with the region’s offerings is very high. Hiking trails, the wine selection, gastronomy, and excursion destinations score an average of around 4.4 out of 5 points. The most important travel motivations cited by guests are nature and landscape, followed by enjoyment of food and drink, relaxation, and – only in fourth place – wine.

High Value Creation Through Wine Tourism 

The economic importance of wine tourism is clearly quantified in the study. Primary wine tourists generate average daily tourism value of €174 as day visitors and €197 as overnight guests. In comparison, day visitors who do not visit wineries generate €52 per day, and corresponding overnight guests €114 per day. Overall, Tafel and Szolnoki estimate total tourism value creation in the Rheingau at around €300 million in gross annual revenue. This corresponds to the income of approximately 3,446 people earning an average primary income in the sector, with around 20% attributable to wine tourism.

Outlook: Quality, Networking, and New Draws 

The discussion that followed made it clear that wine tourism is a key lever for customer loyalty, visibility, and regional value creation. Together with the participants, the authors derived concrete recommendations for action. Wine tourism must be further developed in a targeted way, with existing potential being better utilized and more expansive collaborations over regional boundaries being established, such as joint wine travel packages with other wine regions.

‘Wine tourism is not a side issue, but a decisive factor for the future of the Rheingau. Overall, the region is well positioned in terms of its chosen target groups and core themes. Nevertheless, we need to consider expanding the portfolio of target groups, particularly in the area of high-quality bus and river cruise tourism. The goal is to create wine experiences, build personal connections, and strengthen traditional word-of-mouth and resonance marketing,’ concluded Dominik Russler and Professor Szolnoki. The study provides a solid foundation and valuable impulses for the high-quality, responsible development of the Rheingau as a wine and tourism destination.