Wine tourism now accounts for a quarter of global winery revenue

Wine tourism continues to prove a strong revenue driver for producers worldwide, with 65% of wineries describing it as profitable or very profitable, according to a new study by Hochschule Geisenheim University in collaboration with UN Tourism, the OIV, the Great Wine Capitals Global Network, and WineTourism.com.

The Global Wine Tourism Report 2025, based on responses from 1,310 wineries across 47 countries, found that 88% currently offer some form of wine tourism activity, most commonly tastings (79%), cellar tours (68%), and vineyard tours (61%).

The report records a median of 1,500 visitors per winery each year, with domestic tourists making up 65% of total visitors.

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