Rioja wine tourism 2025 results confirm the region’s position as one of Spain’s leading wine tourism destinations. According to the latest Wine Tourism Monitor published by the Consejo Regulador DOCa Rioja, wine tourism activity continued to grow while generating significantly greater economic value for wineries and the wider destination.
Rioja wine tourism 2025: growth increasingly driven by value
In 2025, Rioja wineries recorded 930364 traditional winery visits, up 1.96% compared with 2024. When wine bar services and participation in winery events are included, total wine tourism activity reached 1.16 million visits and services, representing growth of around 5%. Wine bars alone welcomed more than 170,000 customers, while over 63,000 people participated in events organised by wineries.
The economic results grew considerably faster. Wine tourism generated €71.46 million in direct revenue for Rioja wineries, an increase of 8.7% year-on-year. The report estimates the overall economic impact on the destination at €214.38 million.
Investment is also accelerating. Rioja wineries invested almost €6.8 million in wine tourism in 2025, nearly twice as much as in 2024. The region now counts 226 wineries open to visitors, compared with 214 the previous year, and wine tourism supports an estimated 775 jobs.
International visitors represented 36% of winery visits, with the United States, United Kingdom and Germany leading the international markets. Overall, the Monitor points to an important evolution in Rioja wine tourism: growth is becoming increasingly value-driven, with diversified experiences, greater investment and higher revenue generated from wine tourism.
For further information, read the official DOCa Rioja analysis of the 2025 results
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