The Global Wine Tourism Report 2025 has been released
The most detailed study of wine tourism worldwide compiles insights from 1,310 wineries across 47 countries. The report highlights how wine tourism has evolved from a niche interest into a powerful agent for sustainable development, cultural exchange, and innovative marketing practices.
Wine tourism has grown rapidly over the past decade, becoming a dynamic and profitable part of the global wine industry. When well-managed, it fosters sustainable rural development by creating jobs and supporting local communities, while also preserving cultural and natural heritage and promoting responsible tourism.
Yet, despite its rising importance, the field still suffers from a lack of international data on trends, limiting policymakers and businesses in developing evidence-based strategies.
To address this need, Hochschule Geisenheim University — in collaboration with UN Tourism, the International Organisation of Vine and Wine (OIV), the Great Wine Capitals Global Network (GWC), and WineTourism.com — launched a new global research initiative. This initiative culminates in the Global Wine Tourism Report, based on an annual worldwide survey designed to generate up-to-date data and insights on key developments
2025. Key insights of 2025:
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Economic Impact: Wine tourism is a crucial catalyst for job creation and regional development, especially in rural areas.
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Profitability: Two-thirds of wineries report that their wine tourism business is profitable or very profitable.
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Core Experiences: Tastings, cellar visits, and vineyard tours remain at the heart of wine tourism offerings.
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Demographic Trends: Visitors are mainly 45–65, but younger travellers are gaining importance.
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Sustainability and Authenticity: These concepts are becoming central to wine tourism strategies.
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Innovation Drivers: Storytelling, wine & food, collaboration, and the use of social media are pivotal in fostering innovation within the sector.
The full report as well as the executive summary can be downloaded at https://www.hs-geisenheim.de/gwtreportTäisraporti ja lühikokkuvõtte saab alla laadida aadressilt: https://www.hs-geisenheim.de/gwtreport
Don’t miss the presentations of the results: Free webinar on 26 January 2026 (Registration here: https://bit.ly/4npytq9). Free webinar on 26 January 2026 Registration here: https://bit.ly/4npytq9.
