The newly published Global Wine Tourism Report 2025 is a milestone for the global wine and tourism industry. Wine tourism has developed into a dynamic and profitable part of the global wine industry. With contributions from wineries in 47 countries, it is the most comprehensive international analysis of wine tourism to date and reflects the realities and future prospects of the industry.

To obtain reliable international data and insights, Geisenheim University, in collaboration with UN Tourism, the International Organization of Vine and Wine (OIV), the Great Wine Capitals Global Network (GWC), and www.winetourism.com, launched a global research initiative. The result is the Global Wine Tourism Report, based on an annual worldwide survey. "The report gives the wine sector a unique global voice. It helps to better understand consumer expectations and develop innovative strategies based on them," explains Prof. Dr. Gergely Szolnoki of Geisenheim University, who led the research team.

Important source of income for winemakers – around a quarter of sales

The report confirms wine tourism as an important economic factor for regional development: Two out of three wineries consider wine tourism to be profitable or very profitable, and it now accounts for around a quarter of the wineries' total revenue. Traditional tastings, cellar tours, and vineyard tours remain key attractions, while innovative activities such as culinary experiences, wellness programs, and cultural events are also gaining importance.

The results show growth in Europe, but declines in many overseas markets. The dominant age group remains the 45- to 65-year-olds, but younger travelers aged 25- to 44-year-olds are becoming increasingly important. Sustainability is becoming a focus: two-thirds of wineries rate it as important or very important for their tourism activities.

Storytelling and social media are the leading strategies, as are partnerships with local businesses. Information about wine and the visitor experience are important.

Despite these positive results, wineries must compete in a fragile market characterized by economic pressure, declining wine consumption, strict regulations, and public health measures. Nevertheless, half of all wineries plan to expand their investments in tourism, and most expect steady growth. Nearly two-thirds also believe that wine tourism builds resilience in times of crisis.

Many tips for decision-makers – where can I find the report?

The study highlights the economic and cultural value of wine tourism and provides a benchmark for policy makers as well as inspiration for businesses by demonstrating the evolution of wine tourism from a niche to a pillar of sustainable rural development.

The results were published on October 7, 2025, at the 9th UN Tourism Global Wine Conference on Wine Tourism in Bulgaria. Further presentations will take place at the Great Wine Capitals Annual Conference on November 6, 2025, in Bordeaux, at the 65th DWV Congress on December 3, 2025, in Mainz, Germany, and during a webinar in January 2026.

For further information, please contact Prof. Dr. Gergely Szolnoki – This email address is being protected from spambots. You need JavaScript enabled to view it. .

Source: Geisenheim University