Wine Tourism Market: Historic Growth Projected

The numbers behind the boom

Analysts are unanimous in pointing to sustained double-digit growth. Depending on the methodology, projections vary — but all point in the same direction:

Source	Current Value	Projection	CAGR
Future Market Insights	$108.3B (2025)	$358.6B (2035)	12.7%
Grand View Research	$46.47B (2023)	$106.74B (2030)	12.9%
Market.us	$46.5B (2023)	$160.7B (2033)	13.2%
Value Market Research	$63.98B (2025)	$200.31B (2034)	13.52%

What’s driving this growth?

Growth is being fueled by rising demand for wine tastings, vineyard visits, and curated food-and-wine pairings. Both wine enthusiasts and casual tourists are increasingly drawn to these experiential offerings. Investments by local wineries and tourism authorities to improve visitor infrastructure and engagement have created more immersive and authentic experiences, with sustainability becoming a central pillar of the sector.

Leading markets

Europe leads the global market with over 51% of total revenues, thanks to its rich wine culture and the appeal of its wineries in Spain, Italy, and France. France alone receives around 10 million wine tourists per year. Napa Valley reported $3.7 billion in visitor spending and $107.5 million in local tax revenues in 2023 alone.

Asia-Pacific is emerging as the fastest-growing region, driven by rising interest in wine culture. Millennials are a key engine of this growth: their wine tourism spending is expected to climb from $3.42 billion in 2024 to $5.12 billion by 2035.

Emerging destinations to watch

Beyond the classic destinations, regions such as Moldova (with its vast underground wine cellars), Croatia (combining wine with agritourism and gastronomy), Georgia (capitalizing on its ancient winemaking traditions), Bulgaria, and Ethiopia are positioning themselves as attractive alternatives, leveraging their unique cultural and historical assets.

The Italian figure that says it all

In Italy, the value of wine tourism reached €2.9 billion in 2024, a 16% increase compared to 2023. Visitors spend an average of €400 per trip, including €89 on wine purchases and €46 on harvest experiences. In 2023, average spending per wine tourist rose 18%, with 76.5% of visitors buying at least one bottle during their stay.

And Spain is not far behind

Spain, which accounts for approximately 13.1% of the world’s vineyard surface area, welcomed close to three million wine tourists in 2023 — an 18.2% increase year-on-year, driven by combined public and private investment in the sector.