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.

China set to become the world’s leading travel economy

China is on track to become the world’s leading T&T economy in the coming years if current trends continue.

New 2026 Economic Impact Research (EIR) data from the World Travel & Tourism Council (WTTC) shows the Asian nation is emerging not only as the standout performer in the Asia-Pacific region, but also as a leader for how long-term investment in infrastructure can drive high-impact tourism growth at scale.

In 2025, China welcomed more than 68 million international visitors, marking a 15.5% year-on-year increase, nearly three times the global growth rate of 5.4%. 

International visitor spending rose by 10.5% to $135 billion, exceeding pre-pandemic levels and significantly out-performing the global average growth of 3.2%. 

The country recorded an additional 9 million arrivals compared to 2024, representing the largest increase globally.

The recovery is being driven by a combination of progressive policy reforms and technological innovation, supported by the strong strategic vision of the government positioning travel and tourism as a key pillar of national economic growth, the WTTC says. 

Expanded visa facilitation measures now cover more than 50 countries, offering visa-free stays of up to 30 days and extended transit stays of up to 10 days. Since 2020, arrivals from visa-exempt markets have increased fivefold, including an additional 18% growth in 2025 alone.

Investment in air connectivity and high-speed rail infrastructure is further strengthening accessibility, improving connections between major international gateways and secondary cities, and supporting a more balanced distribution of tourism flows across the country.

“China’s recovery shows how targeted policy reforms can translate directly into stronger inbound demand and sustained growth," says Gloria Guevara, President and CEO of WTTC. 

"Continued progress in visa facilitation will be essential to sustaining this momentum. This approach, over time, could position China to become the world’s leading travel and tourism [destination] if they continue with this path.”

See wttc.org

Image: Shanghai, The Bund.

Young cocktail drinkers are bigger thinkers

Gen Z aren't drinking less, they're drinking differently, a new survey has revealed.

Bacardi VP Sean Kerry says Gen Z are drinking "earlier, lighter, and with more intention."

They are prioritising meaningful connections, micro-indulgence, and storytelling experiences over traditional consumption.

The seventh annual Bacardi Cocktail Trends Report, released by Bacardi Limited, in partnership with The Future Laboratory (TFL), draws on data from Bacardi-led and third-party research, consumer surveys, bartender interviews and TFL’s trend forecasting.

The report also reveals the cocktails which are set to be the most popular in 2026 and trends for younger consumers.

“Gen Z isn’t drinking less, they’re simply drinking earlier, lighter, and with more intention,” says Kerry.

“Around the world, we’re seeing a move towards more meaningful drinking moments whether that means in-person get-togethers with friends, discovering flavours rooted in local culture, or embracing new forms of creative expression through cocktails."

Martin Raymond, co-founder of The Future Laboratory, says: "Consumers are moving from curating experiences to cultivating connections. The pendulum has swung from digital convenience to human creativity, and the drinks industry sits at the centre of that shift.

“In 2026, value will be defined not by scarcity or status, but by depth: the provenance of ingredients, the stories behind serves, and the ability to transform a moment into meaning.”

Globally, the survey suggests the top 10 cocktails in 2026 will be:

1. Margarita

2. Mojito

3. Piña Colada

4. Rum and Coke

5. Whisky and Coke

6. Spritz

7. Vodka Lemonade

8. Vodka Soda

9. Gin and Tonic

10. Dry Martini Cocktail

Travel trends for 2025 revealed

Relaxation, travelling with the family and exploring new destinations are three key pillars of travel intent for 2025, travel booking website Agoda says 

Agoda has unveiled its 2025 Travel Trends survey, highlighting the factors set to shape the travel landscape in Asia in the coming year. 

The survey revealed a strong focus on relaxation, family-oriented trips, and the excitement of discovering new destinations as primary motivations for travellers.

Agoda's findings indicate that travellers are prioritizing quality time with loved ones and seeking respite from daily routines.

The survey also underscored the growing interest in exploring uncharted territories. Noteworthy is the popularity of theme parks, with one in eight respondents expecting to go on a trip to visit one.

Seven key insights from Agoda's 2025 Travel Trends survey:

1. The more the merrier: Travelling with family tops the list
For many travellers family time equals quality time. More than a third of travellers questioned (34%) plan to travel with family in 2025. 

2. Easy does it: Relaxation is the top travel motivation, by far
Escaping from the hustle and bustle of daily life is by far the most important reason to travel, according to the survey. 75% of respondents cited relaxation as their most important travel motivation.

3. Computer says 'yes': Tech assisting in travel planning
Technology is playing a pivotal role in shaping travel plans. A substantial majority of travellers (80%) plan to use travel apps, while about one in eight (12%) are interested in virtual reality tours. 

4. Travel For Less: Journey more, spend smart
Budget considerations remain a key factor, with a significant portion of travellers (65%) planning to spend less than $250 per night on accommodation. But price is not a barrier to international travel - 87% of travellers expect to take the same number of trips or more compared to 2024. 

5. In and Out of Office: Travelling on and off the clock
In addition to traditional business trips, which 28% of respondents expect to embark on, the survey also picked up on the emergence of digital nomads, borderless workers who work remotely. 1 in 25 expects to work remotely in 2025, with a focus on combining work and leisure, as more companies adopt flexible work arrangements. 

6. Inspiration: Many ways to discover new destinations
A whopping 84% of travellers expect to visit new destinations in 2025. 

7. Life is a rollercoaster: Theme Parks are a reason to travel
Asia's many theme parks: Disney in Tokyo, Shanghai, and Hong Kong, Lotte World in Seoul, Universal in Osaka and Singapore, Ferrari World in Abu Dhabi will attract 20% of those surveyed.

Image: Hesham Osama, Scop.io

Analysts predict Australian wine industry surge

The Australian wine market is set to surge again, data analysis group GlobalData has predicted.

Consumers have started dining out and socialising more often, and the market is witnessing a resurgence in tourism activity, GlobalData says.

Pandemic-induced habits will, however, continue to influence the product choices of Australian wine consumers.

GlobalData predicts the Australian wine market will grow from $9.8 billion in 2021 to $12.2 billion by 2026, registering a compound annual growth rate of 4.6%.

GlobalData’s report, Australia Wine - Market Assessment and Forecasts to 2026, reveals that the market growth will be primarily driven by the fortified wine category, which is set to register the fastest value CAGR of 5.7% between 2021-2026, which comes as a major surprise.

The category will be followed by still wine with 4.6% CAGR, and sparkling wine with 3.9% CAGR over the forecast period.

Bobby Verghese, consumer analyst at GlobalData, said: “The Covid-19 outbreak accentuated health and wellness, and experimentation trends among Australian wine drinkers.

"Health-conscious millennials and Gen Z consumers are drinking less wine or less often to curb their alcohol intake.

"Wine drinkers are opting for quality over quantity, purchasing premium wines to indulge themselves on special occasions instead of buying cheap wines for everyday drinking.

Young consumers are also less loyal to popular labels and are exploring new wine varieties that focus on novelty and personalization in the recipe or packaging.

“As the pandemic is brought under control, and economic and social activities normalise, consumer spending on wine will increase. The Australian wine market landscape will evolve as wine producers adapt to the changing consumer choices in the post-pandemic years.”

Image: Dea Andrea on Scop.io