Wine tourism to continue to boom

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.

Rioja: a great place for a wine tourism talkfest

Logrono looks like a great spot for a junket. 

It is in the Rioja wine region in Spain and this week hosted the UNWTO Global Conference on Wine Tourism.

The tourism organisation reports that the conference had “the focus placed firmly on inclusion and sustainability for local communities and territories”.

But what was done? 

A few platitudes are forthcoming as we were told the event decided “paving the way towards inclusive growth, especially in rural areas, requires clear policies and a commitment to embracing digital transformation and innovation. Recognizing this, the conference brought together key stakeholders and leaders from across the growing wine tourism sector to address priorities including education, skills development and the effective use of data.”

What they actually decided remains a mystery. 

We do know the event welcomed thought-leaders - such a great phrase - from both emerging and established wine destinations, including Argentina, Armenia, Chile, France, Germany, Portugal, South Africa, Spain, and the US. 

“As well as celebrating the growing interest in wine tourism, the event made clear the challenges for building more competitive destinations and transforming demand into economic growth and social inclusion. Over two days, workshops and masterclasses focused on:

• Skills development and a better understanding of the impacts and trends of wine tourism were identified as crucial elements to create value and promote wine regions, ultimately enhancing their competitiveness.

• With the impact of climate change affecting the sector, experts debated how to progress sustainability in wine tourism as well and progress digitalization for better processes. Participants discussed the need to harmonise data collection, the use of new data sources and innovative strategies for expanding new products, outreach on social media, utilizing cutting-edge digital tools, and leveraging new technologies, including Artificial Intelligence, to create knowledge and a seamless experience.”

OK.  

I’m not sure we are any the wiser. But I’m sure everyone had a great time. 

Australia was not officially represented, as far as I am aware.

Maybe next time, when the conference will be hosted in that global hotbed of wine tourism: Armenia.