Enotourism Global Market Report 2025

Enotourism is a form of tourism centered around wine, involving the tasting, consumption, or purchase of wine at or near the source. It includes guided tours to wineries, providing insights into the wine-making process. Enotourism not only offers a delightful experience but also boosts local economies, creating new business and job opportunities, especially in small towns.

Enotourism encompasses primarily two types such as private guided tours and self-guided tours. Private guided tours offer direct access to an experienced guide, catering to individuals, families, or groups of friends. Enotourism travelers are typically categorized as solo or group participants, with age distinctions including Generation X, Generation Y, and Generation Z.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The sharp rise in U.S. tariffs and the resulting trade tensions in spring 2025 are having a notable impact on the services sector, particularly in business services, IT, and professional consulting. The increased costs of imported technology, office equipment, and critical digital infrastructure are driving up operating expenses for service providers, compelling them to either pass these costs on to clients or absorb the financial strain themselves. Outsourcing firms and IT service providers are grappling with higher hardware costs and supply chain delays, which are disrupting project timelines and squeezing profitability. Furthermore, retaliatory tariffs have weakened demand for U.S.-based professional services in key global markets, slowing export-driven revenues. To navigate these challenges, the sector must focus on accelerating digital transformation, optimizing costs, and strengthening domestic client relationships to sustain growth and remain competitive in an increasingly uncertain trade environment.

The enotourism research report is one of a series of new reports from The Business Research Company that provides enotourism market statistics, including enotourism industry global market size, regional shares, competitors with an enotourism market share, detailed enotourism market segments, market trends and opportunities, and any further data you may need to thrive in the enotourism industry. This enotourism market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The enotourism market size has grown rapidly in recent years. It will grow from $10.49 billion in 2024 to $11.95 billion in 2025 at a compound annual growth rate (CAGR) of 13.9%. The growth in the historic period can be attributed to cultural heritage, wine routes development, marketing and promotion, wine tourism events, rise of wine education.

The enotourism market size is expected to see rapid growth in the next few years. It will grow to $20.27 billion in 2029 at a compound annual growth rate (CAGR) of 14.1%. The growth in the forecast period can be attributed to digital marketing and online presence, sustainable and eco-friendly practices, culinary tourism integration, experiential travel demand, wine education and workshops. Major trends in the forecast period include adventure and leisure integration, wine events and festivals, collaboration and networking, heritage and culture promotion.

The forecast of 14.1% growth over the next five years reflects a slight reduction of 0.2% from the previous projection. This reduction is primarily due to the impact of tariffs between the US and other countries. The U.S. could encounter increased travel and hospitality costs as tariffs on imported wine barrels, promotional materials, and event equipment from France and Italy impact the experience offerings for wine-based tourism. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

Rising government initiatives to promote tourism are anticipated to drive growth in the enotourism market. Governments are emphasizing cultural tourism, including wine tourism, to foster the integrated, high-quality development of wine tourism and to accelerate the establishment of wine tourism destinations. For example, in June 2022, reports from the U.S. Department of Commerce, a U.S.-based government agency, indicated that the federal government will implement a strategy led by the TPC and in partnership with the private sector, aiming to attract 90 million international visitors over the next five years. This initiative is expected to generate $279 billion in annual spending by 2027, ultimately supporting American job growth. Therefore, increasing government initiatives to promote tourism are driving growth in the enotourism market.

The growing demand for premium wines is anticipated to drive the expansion of the enotourism market. Premium wines are high-quality wines known for their superior characteristics, including grape quality, winemaking methods, aging potential, and unique flavor profiles. Enotourism leverages the demand for premium wines by offering consumers immersive and authentic experiences, where they can explore vineyards, observe the winemaking process, and connect deeply with the brand, thereby increasing the perceived value and exclusivity of premium wines. For example, Sula Vineyards, an India-based winery, reported a 30% increase in premium wine sales in FY23. Consequently, the rising demand for premium wines is fueling growth in the enotourism market.

The increase in disposable income is expected to propel the enotourism market. Disposable income refers to the amount individuals or households have available for spending and saving after all necessary taxes have been deducted from their gross income. Economic growth, rising wages, and lower unemployment rates contribute to increasing disposable income, resulting in higher earnings for individuals. With more disposable income, people are more inclined to spend on premium wine experiences, vineyard tours, and gourmet dining. For instance, in June 2024, reports from the U.S. Department of Agriculture (USDA), a U.S.-based federal agency, indicated that U.S. consumers allocated an average of 11.2% of their disposable income to food expenses in 2023. Therefore, the rise in disposable income is anticipated to enhance demand for enotourism over the forecast period.

Major startups in the enotourism market are concentrating on product innovation and technological integration. They are developing dedicated platforms, including both a wine tourism website and a mobile app, to enhance accessibility to boutique wineries for both local and international audiences. These platforms aim to connect users with numerous wineries, providing a diverse range of wine-related experiences, particularly in regions such as Portugal. As an illustration, in February 2023, a startup launched a booking platform designed to offer wine-related experiences throughout Portugal. This platform, encompassing both an app and a website, is crafted to facilitate connections between local and international users and a multitude of wineries. The company's strategic plan involves attracting more wineries nationwide, thereby expanding users' choices of experiences and providing increased visibility for producers and wineries.

Leading companies in the enotourism market are prioritizing the creation of a tasting room directory to greatly enhance the enotourism experience. This directory acts as a centralized hub for visitors, highlighting various wineries, their unique offerings, and the range of experiences available at each site. By offering detailed information on tasting options, events, and vineyard tours, the directory enables wine enthusiasts to plan more effectively and encourages regional exploration. For instance, in July 2024, Wine Enthusiast Companies, a New York-based wine company, launched a new travel division featuring the Tasting Room Directory-a comprehensive resource for wine tourism. This directory includes wine reviews from the reputable Wine Enthusiast tasting panel, offering travelers valuable insights into wineries worldwide. It contains thousands of tasting room listings, customizable search features, and an integrated booking system, simplifying the planning of wine adventures. This initiative addresses the strong interest in wine tourism by providing more exploration opportunities, aiming to engage both experienced wine lovers and newcomers.

Major companies operating in the enotourism market include Moet & Chandon, Schloss Johannisberg, Vina Concha y Toro S.A., Yalumba Winery, Domaine Chandon, Mission Hill Family Estate, Cloudy Bay Vineyards, Robert Mondavi Winery, California Wine Tours, Joseph Phelps Vineyards, Opus One Winery, Great Oregon Wine Tour, Penfolds Winery, Marchesi Antinori Srl, Ridge Vineyards, Grgich Hills Estate, Catena Zapata, Iowa Wine Tours Inc., Weingut Dr. Loosen, Chateau Margaux, Discover Texas Wine Tours LLC, Quinta do Noval, Bulgaria Wine Tours, Arblaster and Clarke Wine Tours, Grape Escapes Wine Tours and Wine Tours, Cloud Climbers Jeep and Wine Tours, 290 Wine Shuttle, Domaine de la Romanee-Conti, Bodega Garzon, Burdick Vineyard Tours, Champagne Taittinger, Domaine Weinbach, Vasse Felix Winery, A Great Oregon Wine Tour, Grapevine Wine Tours

North America was the largest region in the enotourism market in 2024. Europe is expected to have the highest CAGR in enotourism market. The regions covered in the enotourism market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the enotourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The enotourism market consists of revenues earned by entities that are engaged in providing open-door wine tourism, edutainment, Disneyland wine tourism, and eventification. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Enotourism Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses on enotourism market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

Reasons to Purchase

• Gain a truly global perspective with the most comprehensive report available on this market covering 15 geographies.
• Assess the impact of key macro factors such as geopolitical conflicts, trade policies and tariffs, post-pandemic supply chain realignment, inflation and interest rate fluctuations, and evolving regulatory landscapes.
• Create regional and country strategies on the basis of local data and analysis.
• Identify growth segments for investment.
• Outperform competitors using forecast data and the drivers and trends shaping the market.
• Understand customers based on the latest market shares.
• Benchmark performance against key competitors.
• Suitable for supporting your internal and external presentations with reliable high quality data and analysis
• Report will be updated with the latest data and delivered to you within 2-3 working days of order along with an Excel data sheet for easy data extraction and analysis.
• All data from the report will also be delivered in an excel dashboard format.

Where is the largest and fastest growing market for enotourism ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The enotourism market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

• The market characteristics section of the report defines and explains the market.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include:

The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.

• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The trends and strategies section analyses the shape of the market as it emerges from the crisis and suggests how companies can grow as the market recovers.

Scope

• Markets Covered:1) By Tour Type: Private guided Tours; Self-guided Tours
• 2) By Traveler Type: Solo; Group
• 3) By Age Group: Generation X; Generation Y; Generation Z
• Subsegments:
• 1) By Private Guided Tours: Customizable Private Tours; Group Private Tours; Luxury Private Experiences
• 2) By Self-Guided Tours: Pre-Planned Itineraries; Map And App-Guided Tours; Flexible Exploration Options
• Companies Mentioned:Moet & Chandon; Schloss Johannisberg; Vina Concha y Toro S.A.; Yalumba Winery; Domaine Chandon; Mission Hill Family Estate; Cloudy Bay Vineyards; Robert Mondavi Winery; California Wine Tours; Joseph Phelps Vineyards; Opus One Winery; Great Oregon Wine Tour; Penfolds Winery; Marchesi Antinori Srl; Ridge Vineyards; Grgich Hills Estate; Catena Zapata; Iowa Wine Tours Inc.; Weingut Dr. Loosen; Chateau Margaux; Discover Texas Wine Tours LLC; Quinta do Noval; Bulgaria Wine Tours; Arblaster and Clarke Wine Tours; Grape Escapes Wine Tours and Wine Tours; Cloud Climbers Jeep and Wine Tours; 290 Wine Shuttle; Domaine de la Romanee-Conti; Bodega Garzon; Burdick Vineyard Tours; Champagne Taittinger; Domaine Weinbach; Vasse Felix Winery; A Great Oregon Wine Tour; Grapevine Wine Tours
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Russia; South Korea; UK; USA; Canada; Italy; Spain
• Regions: Asia-Pacific; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time Series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data Segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
• Delivery Format: PDF, Word and Excel Data Dashboard.