News

Wine Tourism Gains Ground in Europe

Wine tourism has become one of the fastest-growing sectors in European travel. According to new research from TUI Musement, more than 91% of travelers aged 18 to 44 are interested in wine-focused trips.

The organization recently launched the European Wine Tourism Index, ranking destinations based on vineyard acreage, PDO/PGI wines, production volumes, and international awards.

The results placed France, Italy, and Spain at the top, confirming the importance of these regions in global wine culture. Spain, with over 900,000 hectares of vineyards and 97% dedicated to PDO/PGI wines, remains a powerhouse in wine tourism.

Rioja: Innovation in Hospitality

Within Spain, Rioja continues to set the standard not only through wine quality but also by reimagining the visitor experience. Ramón Bilbao winery, for example, has diversified its offerings far beyond traditional tastings to include:

• Experiential Activities: Painting workshops, live music, and even circus performances.
• Food-Led Occasions: Curated meals and gastronomic pairings designed to showcase Rioja’s wines.
• Cultural Programming: Events that align with the interests of younger, experience-driven travelers.

These initiatives mirror a larger trend across Europe: wineries embracing hospitality, sustainability, and regenerative tourism as tools to attract broader audiences and build loyalty.

Why Rioja Is Positioned for Growth

• Strong Global Reputation: Rioja remains Spain’s best-known region, synonymous with quality.
• Diverse Offerings: From classic tastings to innovative cultural events, Rioja engages multiple market segments.
• Sustainability Focus: Wineries are aligning tourism strategies with long-term ecological goals.

Takeaway for the Trade

As wine tourism continues to grow, Rioja offers trade professionals a compelling story—one that balances heritage with forward-looking innovation. By highlighting Rioja’s position within the European Wine Tourism Index and showcasing its commitment to experiential hospitality, importers, distributors, and retailers can capitalize on a surging interest in wine travel.