Wine tourism is booming even as producers find it hard to sell their wines.
The sector is projected to hit US$138.4 billion by 2033, industry media hub the drinks business reports.
Wine tastings are a major driver of global tourism as travellers increasingly shun sightseeing for authentic experiences.
New data from Persistence Market Research (https://www.persistencemarketresearch.com) shows how vineyard tourism is rapidly developing from a niche pastime to key force in the global tourism sector.
The global tourism market is expected to surge at a compound annual growth rate of 13% between 2026 and 2033, thanks to the shift towards experiential travel.
Europe still draws the biggest crowds - accounting for nearly two out of five global transactions in the wine tourism sector.
Classic regions, including Bordeaux, Tuscany and Rioja, have enhanced the visitor experience through improved transport networks or hospitality infrastructure.
Rail connectivity, cycling routes and winery accommodation all boost dwell time.
Asia-Pacific emerged as the fastest-growing wine tourism region. The region made up 32% of market share in 2025, and is forecasted to blossom by 15.2% per year until 2033.
Persistent Market Research puts this down to rising middle-class demand and expanding wine tourism infrastructure.
Ningxia in China is swiftly becoming a go-to destination for wine tourists, bolstered by state backing and increased local appetite.
In North America, wine tourism is also expected to grow in the coming years at a predicted rate of 12.8% between 2026 and 2033. Here, appetite for immersive travel experience fuels demand, with wineries using technology to capitalise on this increased interest with virtual tastings, bespoke routes and booking apps.
The sector is projected to hit US$138.4 billion by 2033, industry media hub the drinks business reports.
Wine tastings are a major driver of global tourism as travellers increasingly shun sightseeing for authentic experiences.
New data from Persistence Market Research (https://www.persistencemarketresearch.com) shows how vineyard tourism is rapidly developing from a niche pastime to key force in the global tourism sector.
The global tourism market is expected to surge at a compound annual growth rate of 13% between 2026 and 2033, thanks to the shift towards experiential travel.
Europe still draws the biggest crowds - accounting for nearly two out of five global transactions in the wine tourism sector.
Classic regions, including Bordeaux, Tuscany and Rioja, have enhanced the visitor experience through improved transport networks or hospitality infrastructure.
Rail connectivity, cycling routes and winery accommodation all boost dwell time.
Asia-Pacific emerged as the fastest-growing wine tourism region. The region made up 32% of market share in 2025, and is forecasted to blossom by 15.2% per year until 2033.
Persistent Market Research puts this down to rising middle-class demand and expanding wine tourism infrastructure.
Ningxia in China is swiftly becoming a go-to destination for wine tourists, bolstered by state backing and increased local appetite.
In North America, wine tourism is also expected to grow in the coming years at a predicted rate of 12.8% between 2026 and 2033. Here, appetite for immersive travel experience fuels demand, with wineries using technology to capitalise on this increased interest with virtual tastings, bespoke routes and booking apps.
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