Wine tourism has emerged over the last decade as a significant growth area, supporting rural economies, heritage, sustainability and visitor attraction. However, until now, a lack of comprehensive, cross-country data has made it hard for wine regions—especially in Europe—to benchmark performance and plan strategically. To fill this gap, Hochschule Geisenheim worked with partners including UN Tourism, OIV and the Great Wine Capitals Global Network to launch the Global Wine Tourism Report 2025, based on inputs from 1,310 wineries in 47 countries.

European countries feature prominently in the report’s dataset and its conclusions. Wine producers across France, Italy, Spain, Germany, Portugal, Greece and others shared data on profitability, visitor profiles, sustainability, innovation and challenges. The report confirms that for many European wineries, wine tourism contributes a substantial share of total income, and that tourism is now integrated into long-term business strategies. It also notes that Europe is experiencing rising visitor numbers in wine regions, even as some overseas wineries report declines.

Among the key findings: around two-thirds of wineries globally report wine tourism is profitable; sustainability is viewed as essential by a majority; core activities still include tastings, cellar tours and vineyard walks; and emerging trends include younger travellers seeking authenticity, eco-friendly experiences, food pairings and digital engagement. Challenges flagged include staffing shortages, economic pressures, regulatory burdens, declining wine consumption in some markets, and the need for stronger digital and experiential strategies.

In Europe, the report’s implications are significant. Wine regions there must navigate competition, climate change, shifting visitor expectations and cost pressures while maintaining authenticity and environmental care. The report suggests that storytelling, partnerships, local gastronomy, immersive experiences and digital tools will be critical for staying competitive.

For those who want to explore the whole dataset, regional breakdowns, methodology and strategic recommendations, the Global Wine Tourism Report 2025 is available for download from the Geisenheim website.

#Report #Gastronomy tourism #Sustainable tourism #Destination management