Wine Tourism Market

How big is the Wine Tourism Market in 2026?

The Wine Tourism Market is projected to expand at a CAGR of 12.7% between 2026 and 2036. Market value rises from USD 108.3 billion in 2025 to USD 122.1 billion in 2026 and USD 404.1 billion by 2036.

The wine tourism market was valued at USD 108.3 Billion in 2025. Winery visits and tastings held a 38.7% share by activity, while travelers aged 30–40 accounted for 26.8% of revenue by age group in 2025. Guided tastings, food pairings and vineyard stays give operators several ways to earn from a visit. The wine tourism market is estimated at USD 122.1 Billion in 2026 and forecast at USD 404.1 Billion by 2036, with 12.7% CAGR over 2026 to 2036. Winery visits and tastings held 38.7% of activity revenue in 2025, while the 30–40 age group accounted for 26.8% of spending by age. 

Visitor purchases determine the value of a wine-region trip. A cellar tour has a different price and service requirement from a day that includes dining, guided tastings and transport. The Global Wine Tourism Report found that two-thirds of surveyed wineries considered wine tourism profitable or very profitable. Its findings covered 1,310 wineries across 47 countries, illustrating the role of visitor experiences within the participating businesses. This market is intrinsically linked to the wider tourism market and the wine market. Wine tourism revenue is assessed through travel and visitor experiences. Ordinary retail wine demand follows a separate purchasing pattern and is excluded from this market's boundary.

Key Market Trends & Insights

• Winery visits and tastings held 38.7% of activity revenue in 2025.
• Travelers aged 30-40 accounted for 26.8% of age-group revenue in 2025. 
• The Global Wine Tourism Report found tourism generated around one-quarter of participating wineries’ revenue on average.
• Tastings, food pairings, trails and educational visits require clear schedules, inclusions and reservation arrangements.

Regional Highlights

• India leads the profiled forecasts at 5.7% CAGR through 2036, followed by China at 5.4%.
• South Korea is forecast at 5.2% CAGR and the United States at 5.1%. 
• The combined Australia–New Zealand market has a 4.9% CAGR outlook; this is a combined profile rather than a separate rate for either country. 

Market Size & Forecast

Table 1: Market Size and Forecast for the Wine Tourism Market (USD billion and percentage), 2025 to 2036

Metric	Value
2025 Market Size	USD 108.3 billion
Estimated Market Size in 2026	USD 122.1 billion
Projected Market Size by 2036	USD 404.1 billion
CAGR, 2026 to 2036	12.7%
Added Revenue, 2026 to 2036	USD 282.0 billion
Market Expansion Multiple	3.3x

The market is forecast to expand at 12.7% CAGR over 2026 to 2036.  The visitor offer ranges from a short cellar tasting to a multi-estate journey with dining, transport and accommodation. Revenue depends on the experiences purchased during the trip; ordinary retail wine sales follow a separate purchasing pattern.

Wine Tourism Market Industry and Operating Indicators

Published product, supplier and service developments describe the operating choices within this market.

Table 2: Industry Indicators for the Wine Tourism Market, 2025 to 2026

Indicator	Data Point	Why It Matters	Source
Winery tourism survey	The Global Wine Tourism Report covered 1,310 wineries in 47 countries; two-thirds considered tourism profitable or very profitable.	Documents tourism’s role within participating wineries rather than all wine businesses.
French wine visitor infrastructure	Atout France identified 12 million wine tourists in 2023 and more than 10,000 cellars open to visitors.	Shows the scale of a documented destination’s visitor offer and access points.
Australian winery-visit trips	Tourism Research Australia recorded 7.7 million trips involving winery visits and AUD 9.6 billion in total trip spending in its 2024 survey.	Measures the wider trip, including spending outside wineries, when evaluating destination demand.
Napa destination activity	Visit Napa Valley reported 3.8 million visitors and USD 2.8 billion in total economic impact for its latest reported year.	Describes the wider destination economy serving wine-region visitors, rather than wine-tour receipts alone.

Analyst Perspective

A vineyard visit becomes easier to purchase when the tasting, dining, transport and accommodation arrangements fit together. Operators can use clear schedules and inclusions to help guests compare a short cellar visit with a longer wine-region stay. Destination partnerships can extend the visit beyond one estate, provided local suppliers can deliver the activities and hospitality included in the itinerary.

- Ronak Shah, Principal Consultant, Future Market Insights.

How is the Wine Tourism Market segmented?

Wine Tourism Market is segmented by Activity Type, Age Group, Demography, Tourism Type, Tour Type.

By Activity Type: Winery Visits and Tasting, Wine Trails, Wine Festivals and Events, Wine Education and Workshops, Other Activities.

By Age Group: Less than 20 years, 20-30 years, 30-40 years, 40-50 years, Over 50 years.

By Demography: Men, Women.

By Tourism Type: Domestic Tourists, International Tourists.

By Tour Type: Individual, Group.

By Region: North America, Latin America, Western Europe, Eastern Europe, East Asia, South Asia and Pacific, Middle East and Africa.

The market is analyzed by Activity Type, Age Group, Demography, Tourism Type, Tour Type and Region.

Why do winery visits and tastings lead demand by activity type?

Winery visits and tastings held 38.7% of activity revenue in 2025. Hosted visits connect tasting, estate interpretation and on-site hospitality within a bookable experience. [3]

Table 3: Activity Type Share for the Wine Tourism Market (percentage share), 2025

Activity Type	Share (2025)
Winery visits and tastings	38.7%
All other activities combined	61.3%
Total	100.0%

Table 4: Activity Type Focus and Market Growth for the Wine Tourism Market, 2026 to 2036

Metric	Value
Global CAGR (2026 to 2036)	12.7%
Leading Segment	Winery Visits and Tasting

Winery visits and tastings account for 38.7% of wine tourism revenue by activity type in 2025. Guided estate visits remain the main entry point for a paid wine experience. A winery visit gives travelers a structured activity that can be easily fitted into a weekend or day trip. It also gives the operator several ways to earn revenue through a tasting fee, a guided tour, or a paired meal. French tourism agency Atout France reported more than 10,000 cellars open to visitors, showing how important the visit itself has become to the wine-region offer. The next challenge is converting an initial tasting into a longer relationship, where a visitor returns for a seasonal event or books a higher-priced private session.

• Leading Share: Winery visits and tastings hold a 38.7% share of activity revenue in 2025. 
• Revenue Multiplicity: The category benefits from paid admissions, hosted tastings, and on-site hospitality, creating multiple revenue streams from a single visitor.

Why does the 30-40 age group hold the leading revenue share?

Travelers aged 30-40 accounted for 26.8% of age-group revenue in 2025. Timed tastings, independent stays and small-group packages provide different ways to fit a winery visit into the trip.

Travelers aged 30-40 accounted for 26.8% of wine tourism revenue by age group in 2025. Independent trips and small-group packages give these customers several ways to visit an estate. Wineries can sell timed tastings within a birthday celebration, weekend break or food-focused itinerary. Clear online availability helps visitors compare destinations and coordinate their schedule. The 26.8% figure measures revenue by age group. 

• Leading Share: The 30-40 age group accounts for 26.8% of revenue in 2025. 
• Itinerary Integration: Experiences that combine tasting, food, and a manageable travel schedule suit the short, planned trips favored by this demographic.

How are domestic and international visitors influencing demand?

Domestic and international tourists form separate demand categories. Domestic travel can support repeat visits, while international tourists often need a complete destination itinerary. Domestic visitors can return to nearby wine regions several times during a year, purchasing shorter tastings and attending seasonal events. International tourists usually need clearer information on travel time, language support, and booking policies. French tourism research recorded both local and overseas demand, with foreign visitors accounting for about 45% of the country’s wine tourists. Trip design also differs by region; Australia recorded 7.7 million trips involving winery visits in its 2024 survey, measuring spending on the entire trip, which includes services outside the winery.

• Domestic Tourism: Generates repeated bookings at accessible travel distances, supporting seasonal and event-based revenue.
• International Tourism: Places greater weight on transport logistics, language information, and confirmed reservations well in advance.

How do individual and group tours differ in commercial value?

Individual tours allow visitors to set their own itinerary, while group tours depend on coordinated transport, fixed schedules, and enough capacity at each winery. Independent travelers may book several wineries directly and adjust their plans around dining or accommodation. Group operators can assemble multi-estate circuits with one purchase decision. Each route has a different operating cost. A private visit needs more staff time per customer, while a large group can strain tasting-room space and arrival slots. FMI profiles BKWine Tours and Gourmet Touring among specialist travel organizers, alongside estate-led providers such as CVNE and Delaire Graff Estate. 

• Individual Tours: Create demand for bookable time slots, flexible itinerary design, and direct-to-consumer digital booking platforms.
• Group Packages: Require coordinated timing, reliable transport logistics, and clear, high-volume group pricing structures.

What are the drivers, restraints, and opportunities in the Wine Tourism Market?

The main growth driver is demand for guided wine-region experiences. Staffing, seasonality, and trip costs limit expansion. Combined tasting, dining, and accommodation packages offer a revenue opportunity.

• Driver: Wineries can earn from guided visits, tasting sessions, and food experiences alongside on-site wine sales.
• Restraint: Rural travel access, trained hospitality labor, peak-season congestion, and alcohol-service rules can restrict capacity.
• Opportunity: Pre-booked itineraries and partnerships with hotels or restaurants can combine tasting with a longer stay.

Guided Experiences Create More Visitor Revenue

A visitor who books a hosted tasting usually needs more service than someone purchasing a bottle at a shop. Operators must provide a guide, tasting space, and an agreed schedule. Those costs can be recovered through ticket pricing when the experience is clear and delivered consistently. The global winery survey found that wine tourism was profitable or very profitable for about two-thirds of its respondents. Food pairings and themed walks can support a higher ticket value when they fit the venue, though wineries must protect the core tasting experience from overly complex, hard-to-staff additions.

Capacity and Seasonality Restrict Operating Growth

Wine destinations often face uneven demand across weekends and harvest periods. Tours need trained people who can explain production and serve visitors responsibly. The rural location of many estates creates an additional need for transport planning. These practical limits matter when operators promise fixed times for groups. The global wine tourism survey identified economic pressure, weaker wine consumption, and staffing shortages as industry challenges that strong online promotion alone cannot solve.

Regional Partnerships Create More Complete Itineraries

Wine destinations can increase their appeal by making the trip easier to organize. A coordinated route can link a vineyard with a hotel and a local restaurant. Official visitor research from Australia shows that winery trips involve substantial activity outside the cellar door, with regional Australia accounting for most winery-visit trips. Booking systems can help estates control arrival times, but operators must ensure digital bookings translate into confirmed attendance and workable staffing schedules.

Which country CAGRs are profiled in the Wine Tourism Market?

The following country CAGRs cover 2026 to 2036. 

Table 5: Country and Combined-Market CAGR Comparison for the Wine Tourism Market (%), 2026 to 2036

Country / Combined Market	CAGR
India	5.7%
China	5.4%
South Korea	5.2%
United States	5.1%
Australia–New Zealand (combined)	4.9%

How do country-level CAGRs compare in the wine tourism market?

The country outlook gives India the highest growth rate among the five profiled markets at 5.7% from 2026 to 2036. China is projected at 5.4% and South Korea at 5.2%. The USA is forecast at 5.1%, while Australia–New Zealand is shown as a combined market at 4.9%. These forecasts describe different visitor bases and operating conditions. 

India: Nashik provides a domestic weekend-trip base with winery tours and tasting programs. China: Ningxia has a large concentration of estates and an established visitor circuit. South Korea: Yeongdong offers wine-focused events and a permanent visitor attraction. United States: Napa Valley combines winery activity with hotels, dining, and organized trips. Australia–New Zealand: Established regional wine routes support leisure and international visits.

Country-wise Analysis

India

India wine tourism is projected to increase at a 5.7% CAGR from 2026 to 2036. Maharashtra Tourism identifies Nashik as a wine destination and lists guided visits at Sula Vineyards. Vineyard trips can be sold as a short break from nearby urban markets. Commercial growth will depend on reliable tasting slots, accommodation choices, and travel access rather than visitor interest alone.

China

China wine tourism is projected to expand at a 5.4% CAGR through 2036. Ningxia’s regional development agency reported 261 wineries and roughly 3 million annual visitors. This provides an existing group of operators and venues that can offer organized visits. The main challenge is converting the regional wine identity into bookable experiences that justify the journey and visitor spend. 

South Korea

South Korean wine tourism is forecast to grow at a 5.2% CAGR during the assessment period. The Korea Tourism Organization lists the Yeongdong Wine Tunnel as a permanent attraction with exhibitions and tasting activities. Yeongdong also hosted a national wine festival in June 2026. Operators can use these established venues to reach domestic visitors seeking a planned day trip or wine event.

United States

The United States wine tourism market is expected to rise at a 5.1% CAGR from 2026 to 2036. Visit Napa Valley reported 3.8 million visitors and USD 2.8 Billion in total economic impact for its latest reported year. The estimate measures the wider destination economy rather than wine tour receipts alone. Hotels, restaurants, and winery services are important parts of this visitor offer.

Australia-New Zealand

Australia-New Zealand is profiled as a combined market with a 4.9% CAGR through 2036. Tourism Research Australia recorded 7.7 million trips involving winery visits and AUD 9.6 Billion in total spending across those trips. The 2026 Great Wine Capitals awards recognized a wine tourism operator in Hawke’s Bay, New Zealand. The two markets offer different routes and visitor profiles, so the combined CAGR should not be presented as a separate forecast for either country.

Other major wine destinations have established visitor infrastructure even where this report does not provide a country CAGR. Atout France identifies 12 million wine tourists and more than 10,000 visitable cellars in France. Italy’s tourism agency has documented the role of food-and-wine experiences in foreign tourism spending.

Who are the notable companies in the Wine Tourism Market?

BKWine Tours, Gourmet Touring, González Byass, Villa Melnik Winery, Vergelegen Estate, CVNE, Viña Matetic, Napa Valley Wine Train, Delaire Graff Estate and Robert Mondavi Winery are among the notable participants profiled in this market.

Wine tourism has no single delivery model. Tour organizers assemble itineraries across multiple estates. Winery groups earn from visits at their own properties. Destination experiences such as the Napa Valley Wine Train provide a separate way to package local wine and hospitality. These differences make direct comparison by revenue difficult. The named companies compete through the quality of the booked visit and the strength of the destination.

• Tour planners and organized itineraries: BKWine Tours and Gourmet Touring.
• Winery and estate visitor programs: González Byass, Villa Melnik Winery, Vergelegen Estate, CVNE, Viña Matetic, Delaire Graff Estate, and Robert Mondavi Winery.
• Wine-themed destination travel: Napa Valley Wine Train.

Competitive Benchmarking: Wine Tourism Market

Table 6: Competitive Benchmarking for the Wine Tourism Market (documented business models), 2026

Participant	Business Model	Visitor Offer	Market Position
BKWine Tours	Specialist tour organizer	Multi-estate wine itineraries	Tour planning
Gourmet Touring	Tour organizer	Guided wine and food journeys	Tour planning
González Byass	Wine producer and estate	Wine cellar and producer visits	Estate-based
Villa Melnik Winery	Winery	Local winery visits	Estate-based
Vergelegen Estate	Estate and hospitality	Wine, dining and garden visits	Estate-based
CVNE	Winery group	Winery and cellar experiences	Estate-based
Viña Matetic	Winery and hospitality	Sustainability-led estate tours	Estate-based
Napa Valley Wine Train	Destination experience operator	Rail-based wine-country visits	Destination-based
Delaire Graff Estate	Wine estate and hospitality	Wine, dining and accommodation	Estate-based
Robert Mondavi Winery	Winery	Hosted tastings and winery visits	Estate-based

Key Developments in the Wine Tourism Market

• In April 2026, Constellation Brands completed the reopening of the transformed Robert Mondavi Winery estate in Oakville, Napa Valley, following a three-year renovation exceeding USD 100 million. The revamped estate introduced an expanded wine tourism offering comprising private vineyard tours, curated tasting experiences, and food-and-wine pairings priced between USD 60 and USD 180 per person, reinforcing the estate’s positioning at the premium end of Napa Valley hospitality [1].
• In October 2025, Delaire Graff Estate in Stellenbosch reopened its winery building, Delaire Graff Restaurant, Wine Lounge, Lorenzo’s Cucina Italiana, and retail boutiques following an extensive refurbishment by David Collins Studio. The restored complex strengthened the estate’s standing as a luxury wine tourism destination across the Cape Winelands, underpinned by its recognition on The World’s 50 Best Vineyards 2025 list at number 79 [2].
• In September 2026, González Byass hosted the Sherrymaster by Tío Pepe event at Jerez de la Frontera on 2 and 3 September, combining culinary demonstrations, sherry tastings across historic Tío Pepe cellars, and winemaker sessions. The event was part of the estate’s programming under Jerez’s designation as Spain’s Capital of Gastronomy 2026 and reflected González Byass’s continued investment in experiential wine tourism at its Jerez bodega, one of Spain’s most visited wine destinations with over 200,000 annual visitors [3].

Key Players in the Wine Tourism Market

Specialist Tour Companies

• BKWine Tours
• Gourmet Touring

Winery and Estate Operators

• González Byass
• Villa Melnik Winery
• Vergelegen Estate
• Compañía Vinícola del Norte de España (CVNE)
• Viña Matetic
• Delaire Graff Estate
• Robert Mondavi Winery

Destination Experience Operators

• Napa Valley Wine Train

Wine Tourism Market - Report Scope

Table 7: Report Scope for the Wine Tourism Market (coverage and definitions), 2026 to 2036

Coverage Field	Report Scope
Market breakdown	Activity type; age group; demography; tourism type; tour type; region
Quantitative units	USD Billion for market value; CAGR and market shares in percent
Market definition	Travel experiences built around visits to wineries and vineyards, tastings, wine routes, festivals or wine-related workshops. General wine retail sales unrelated to a visit are outside the activity definition.
Activity categories	Winery visits and tastings; wine trails; wine festivals and events; wine education and workshops; other activities
Regions covered	North America; Latin America; Western Europe; Eastern Europe; East Asia; South Asia and Pacific; Middle East and Africa
Country CAGR coverage	India; China; South Korea; United States; Australia–New Zealand (combined)
Key companies profiled	BKWine Tours; Gourmet Touring; González Byass; Villa Melnik; Vergelegen; CVNE; Viña Matetic; Napa Valley Wine Train; Delaire Graff; Robert Mondavi
Forecast period	2026 to 2036
Approach	Market forecast with segment and country outlook, informed by official tourism research and industry operating evidence

Wine Tourism Market - Research Methodology

Table 8: Research Methodology for the Wine Tourism Market (methods and approach), 2026 edition

Method	Approach
Operator and Visitor Analysis	Winery tours, organized itineraries, destination services and hospitality arrangements are examined through documented offers and public visitor research.
Desk research	The evidence review draws on tourism agencies, public visitor surveys, academic research, destination bodies and documented company services. Sources are evaluated for geographic and activity coverage.
Market sizing and forecasting	The wine tourism outlook covers 2026 to 2036. Activity and age-group revenue shares describe 2025.
Data validation	Trip-spend statistics and winery-revenue data are kept distinct from market-size estimates. Regional growth rates are not assumed for countries without a published rate.

Wine Tourism Market by Segments

Wine Tourism Market segmented by Activity Type:

• Winery Visits and Tasting
• Wine Trails
• Wine Festivals and Events
• Wine Education and Workshops
• Other Activities

Wine Tourism Market segmented by Age Group:

• Less than 20 years
• 20-30 years
• 30-40 years
• 40-50 years
• Over 50 years

Wine Tourism Market segmented by Demography:

• Men
• Women

Wine Tourism Market segmented by Tourism Type:

• Domestic Tourists
• International Tourists

Wine Tourism Market segmented by Tour Type:

• Individual
• Group

Wine Tourism Market by Region:

• North America
  • United States
  • Canada
• Latin America
  • Brazil
  • Argentina
  • Chile
• Western Europe
  • France
  • Germany
  • Italy
  • Spain
  • United Kingdom
  • Portugal
  • Benelux
  • Nordics
• Eastern Europe
  • Bulgaria
  • Romania
  • Hungary
  • Poland
• East Asia
  • China
  • Japan
  • South Korea
• South Asia and Pacific
  • India
  • Australia
  • New Zealand
  • ASEAN
• Middle East and Africa
  • South Africa
  • GCC Countries
  • Türkiye
  • Israel

Research Sources and Bibliography

• [1] Wine Industry Advisor, 17 April 2026: “Constellation Opens Transformed Robert Mondavi Estate In Oakville” (wineindustryadvisor.com); Drinks-Intel.com, April 2026: “Constellation Brands reopens Robert Mondavi Winery to visitors.”
• [2] Delaire Graff Estate official website (delaire.co.za): “Delaire Graff Estate re-opens – A Jewel Re-Imagined,” 1 October 2025; Wesgro.co.za: “New and Renovated Wine Estates to Explore in the Western Cape: 2025–2026
• [3] Vinetur.com, 20 May 2026: “Sherrymaster by Tío Pepe vuelve a Jerez en septiembre” (vinetur.com/amp/20260520101038); González Byass official communications confirmed via gonzalezbyass.com/en-gb/wine-tourism
• [4] Atout France. (2025, February). L’œnotourisme en France en pleine croissance: 12 millions de visiteurs en 2023.
• [5] Tourism Research Australia, Australian Trade and Investment Commission. (2025, October update). Agritourism in Australia: Wineries in 2024 fact sheet.
• [6] Visit Napa Valley. (2026, September 28). Visit Napa Valley 2026 Destination Symposium Highlights Tourism’s Role as an Economic Driver.
• [7] Government of Maharashtra, Department of Tourism. Nashik: Wineries and wine-tourism attractions.
• [8] Ningxia Hui Autonomous Region Development and Reform Commission. (2025, June 3). Development of the Ningxia wine industry and visitor infrastructure.
• [9] Korea Tourism Organization. (2026). Korea Wine Festival in Yeongdong and Yeongdong Wine Tunnel visitor information.
• [10] Great Wine Capitals Global Network. (2025, November 7). Global 2026 Best Of Wine Tourism Award Winners Announced in Bordeaux.
• [11] Great Wine Capitals Global Network. (2023, June 1). Matetic Winery: An innovator at the forefront of sustainable wine tourism practices.
• [12] ENIT, Italian National Tourist Board. (2025, March 4). ENIT presents data on Italian tourism trends at ITB Berlin.

This Report Answers

• How large is the wine tourism market in 2026 and what value is projected by 2036?
• What CAGR is forecast for the wine tourism market from 2026 to 2036?
• Which activity type leads market revenue in 2025?
• Which age group accounts for the largest stated revenue share in 2025?
• How do individual and group wine tours differ?
• What supports winery visits and tasting revenue?
• Which profiled markets have the highest country CAGRs?
• What limits growth in wine regions?
• Which companies participate in the wine tourism market?