Wine Tourism on the Rise
Wine tourism is fast gaining popularity in Europe, as it satisfies a new desire for cultural and multisensory travel experiences. According to TUI’s first European Wine Tourism Index, travelers between 18 and 44 years old have shown the strongest interest. In particular, this age bracket craves cultural discovery with gastronomic adventures.
European Wine Tourism Index Findings
The index, published by TUI Musement, analyzed vineyard areas, PDO/PGI wines, production levels, and global recognition.
Overall, France led the rankings, followed by Italy and Spain. Meanwhile, Greece claimed fifth place, marking a significant leap in global perception.
Additionally, Portugal, Germany, and Romania showed strong performances as emerging destinations.
Italy’s Vineyard Strength
Italy continues to dominate wine tourism with its diversity of regions. For instance, Tuscany, Piedmont, and Puglia consistently attract record visitor numbers. Tourism Review reported that Italy produces around 97% of PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) wines.
Hence, this reinforces its role as a premium wine-making destination. Consequently, vineyard tours, tastings, and agritourism are expanding rapidly.
“Italian food and wine territories confirm to be the backbone of the country, with the growth of rural towns, and of minor destinations, such as locations of events, as journey purpose, word of mouth on social media, and TV series to be inspired, representing a strategic asset in world tourism,” noted Wine News.
Greece’s Rapid Rise
Meanwhile, Greece is cementing its place on the global wine tourism map. Correspondingly, the Greek Reporter noted that Greece ranked among the top five destinations in Europe in 2025.
Distinctive indigenous grapes, such as Assyrtiko and Liatiko, boost its unique character. Moreover, volcanic offerings from Santorini are drawing global attention for their flavor and authenticity.
Visitors combine vineyard tours with Greece’s cultural richness. Ancient sites, Mediterranean cuisine, and seaside landscapes elevate the overall experience. As a result, Greece now rivals traditional leaders in wine tourism.
“Winemaking in the Peloponnese (southern Greece) has a continuous tradition spanning millennia, making it one of the historic heartlands of Mediterranean viticulture,” remarked Marialena Tsimbidi, agronomist-oenologist and export manager at Monemvasia Winery, speaking to National Geographic.
Drivers of Tourism Growth
Several factors explain the surge in wine tourism. First, younger travelers prefer immersive experiences over standard sightseeing. Second, demand for authentic food and beverage pairings is rising globally. Third, improved infrastructure is making vineyard regions more accessible.
According to TUI Musement, it contributes billions annually to European travel markets. Therefore, it supports local economies while encouraging sustainable practices.
Challenges Ahead
Despite growth, challenges remain. Climate change threatens vineyard stability, and popular destinations risk overtourism. Consequently, policymakers emphasize the sustainability of wine tourism. Maintaining authenticity while scaling experiences will be essential. Investment in small growers and local infrastructure is also critical.
Outlook for Wine Tourism
Wine tourism is evolving from niche to mainstream. Italy leads with heritage and production scale, while Greece stands out with authenticity and distinct flavors. Together, these nations showcase how the beverage can define a travel experience. Looking ahead, sustainable practices and innovative offerings will shape Europe’s vineyard tourism future.
