Wine and food travel experiences are more popular than ever, with over 91% of travellers, especially those aged 18 to 44, expressing interest, according to research from tour and activity provider TUI Musement, which ranked Europe’s top wine destinations.
TUI Musement has launched the first-ever European Wine Tourism Index, ranking the continent’s most attractive countries for wine lovers, with France, Italy and Spain topping the chart.
This surge in interest comes amid a broader boom in wine-related travel. In the UK, WineGB recently reported a 55% increase in wine tourism since 2022. Meanwhile, other global analyses have named Portugal, Spain, and South Africa as offering the best value for wine tourists in 2025. Tour operators have highlighted regions like Piedmont, Rioja, and Stellenbosch as must-visit destinations this year.
Unsurprisingly, France topped the list, with a score of 85.3 out of 100 and the highest international awards. It was closely followed by Italy, and Spain, followed by Portugal and Greece. Rounding out the top ten are Hungary, Germany, Romania, Austria and Bulgaria, highlighting a mix of both classic and emerging wine destinations.
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