The Network has consolidated its position as the world’s premier alliance of wine regions, spanning 11 countries across four continents. With a combined population of 24.43 million people and hosting 56 million tourists in 2024, the Great Wine Capitals Global Network represents far more than a collection of distinguished wine destinations. It embodies a strategic alliance that amplifies international visibility, fosters cross-cultural exchange, and establishes best practices in wine tourism development.
The network’s geographic diversity — from Adelaide’s sun-drenched vineyards to Porto’s terraced Douro Valley, from San Francisco-Napa Valley’s innovative cellars to Mendoza’s Andean landscapes — creates a comprehensive tapestry of wine experiences that no single region could offer independently. This diversity serves as the network’s greatest asset, allowing member regions to learn from each other’s successes, share resources, and present a united front in global markets increasingly dominated by consolidated marketing efforts.
In 2024, the collective wine production of GWC members reached approximately 29 million hectoliters, representing 12.9% of global wine output despite managing only 516,000 hectares of vineyards worldwide. This concentration of production efficiency demonstrates the network’s focus on quality over quantity, a strategic positioning that aligns with evolving consumer preferences in premium segments.
GWC Members Data Executive Summary
The network’s influence extends beyond mere production figures. Member regions collectively manage some of the world’s most prestigious appellations and denominations: from Bordeaux’s 65 appellations to Verona’s 15 DOC and 5 DOCG designations, from Mendoza’s pioneering Controlled Origin Denominations to the Douro Valley—the world’s oldest demarcated wine region. This concentration of recognized quality standards provides GWC with unparalleled credibility in international markets and positions the network as the authoritative voice in premium wine tourism.
The strategic value of the network becomes particularly evident when examining tourism economics. Wine tourists consistently demonstrate higher spending patterns than general tourists, seeking immersive experiences that combine hospitality, gastronomy, culture, and education. By coordinating marketing efforts and sharing best practices, GWC members have successfully positioned wine tourism as a sophisticated, year-round economic driver rather than a seasonal supplement to traditional viticulture.
Key Trends Shaping Wine Tourism
The report identifies four major developments currently guiding the evolution of wine tourism across the Great Wine Capitals regions.
- Green Sustainability
Sustainability is now a core expectation in wine tourism. GWC regions are embedding climate resilience, organic practices, soft mobility, and farm-to-table concepts into the visitor experience, making environmental responsibility central to their positioning. - Immersive Experiences
Visitors increasingly seek active, authentic engagement rather than passive tastings. Across the network, wineries are offering hands-on activities, direct winemaker interaction, and integrated gastronomy and landscape experiences. - Technological Innovation
Digital tools such as AI, augmented reality, and personalised routing are enhancing visitor journeys. Technology supports smarter capacity management while enriching interpretation and accessibility. - Educational Tourism
Demand for a deeper understanding is growing. Regions are developing structured learning experiences around terroir, heritage, and production techniques, appealing to both enthusiasts and younger audiences.
Read the full report: GWC Members Data Report 2025