The report identifies four key trends shaping wine tourism: sustainability, immersive experiences, digital innovation and educational travel. Across reporting member regions, the number of wineries open to tourists increased from 1,533 in 2022 to 2,236 in 2024, illustrating the expansion of visitor-facing services. The report presents key findings on wine production, tourism development, and changing traveller expectations, offering insights for wineries, tourism professionals, and destination managers.
These developments reflect a broader shift in how wineries welcome visitors and generate revenue. The 2025 Great Wine Capitals Members Data Report highlights investments in personalised tastings, food and wine pairings, hands-on activities and cultural attractions that connect wine with its people and place. For wineries, these experiences create opportunities to increase direct sales and build lasting customer relationships. For destinations, they extend the benefits of wine tourism to accommodation providers, restaurants, transport services and other local businesses.