Wine-growing regions renowned for their picturesque landscapes are poised for significant growth in tourism over the next decade. Tuscany, Italy, famous for its rolling hills and ancient villages, is one example of a region that blends stunning views with rich cultural heritage. Similarly, France’s Languedoc-Roussillon offers both captivating terrain and Mediterranean vistas, while Australia’s Margaret River boasts vineyards that lead to sandy beaches and surfing opportunities.
According to a recent forecast by Future Market Insights (FMI), the global wine tourism sector is expected to expand at a compound annual growth rate (CAGR) of 13% over the next ten years. This growth could propel the market from nearly US$100 million in 2024 to more than US$300 million by 2034.
While established destinations are likely to continue attracting visitors, emerging wine regions are also expected to see significant growth. FMI predicts that areas in Bulgaria, Croatia, Ethiopia, and Moldova will see a rise in tourism, driven by demand from travelers from India, China, and other parts of Asia.
Though the financial contribution of wine tourism remains relatively small compared to the broader travel and wine industries, it is recognized as a “growing segment” offering a diverse array of experiences, such as tasting festivals, workshops, and winery tours, according to FMI.
In comparison, the global travel industry was valued at over a trillion US dollars in 2024, while worldwide wine exports amounted to approximately US$40 billion in 2023, as reported by the International Organisation of Vine and Wine.
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