ワインツーリズムの市場規模、シェア、動向分析レポート：サービス別、ツーリストタイプ別、予約モード別、地域別、セグメント予測、2024年～2030年

ワインツーリズム市場の成長と動向：

世界のワインツーリズム市場規模は2030年までに1,067億4,000万米ドルに達すると予測され、2024年から2030年までのCAGRは12.9％で成長するとGrand View Research, Inc.の最新レポートが発表されました。

この成長の主な要因は、ユニークで没入感のある旅行体験に対する消費者の関心の高まり、世界のワイン文化の拡大、ツアーやテイスティングといったワイン関連のアクティビティの人気上昇です。また、デジタル化やオンライン予約プラットフォームの充実も、旅行者のアクセスや利便性を向上させ、市場の成長を後押ししています。

アリゾナ州ワインツーリズム産業調査2023によると、米国のワインツーリズム市場の成長は、ワイナリー訪問者の80％が頻繁に再訪し、フェスティバル参加者の42％が複数回参加しているなど、高いリピート率が特徴となっています。この動向は、この分野の強い顧客ロイヤルティと持続的な魅力を浮き彫りにしています。さらに、カナダやメキシコを含む州外や海外からの訪問者の存在は、地域的および世界の関心の拡大を示しており、市場の成長と多様化をさらに促進しています。

世界のワインツーリズム市場は拡大しており、モルドバ、クロアチア、グルジアなどの新興デスティネーションが脚光を浴びています。これらの地域は、独自の文化的・歴史的資産を活用して観光客を誘致しています。モルドバは広大な地下セラーで注目され、クロアチアはワインとアグリツーリズムやガストロノミーを組み合わせ、グルジアは古くからのワイン造りの伝統を活かしています。ブルガリアとエチオピアも躍進しており、ブルガリアの歴史あるワイナリーとエチオピアの新しいワイン生産ベンチャーは、魅力を増しています。

ミレニアル世代はこの成長の重要な原動力であり、没頭できるワイン体験と価値重視のワインを好みます。予算の制約があるにもかかわらず、彼らはワイナリーツアーやテイスティングを積極的に求め、しばしばオンラインツールを使って計画を立てる。アリゾナでは、ワインツーリズム客のかなりの部分がリピーターであり、ワインフェスティバルは購入や旅行体験の延長として人気が高まっています。ワイナリーやフェスティバルの宣伝には、口コミやソーシャルメディアが重要な役割を果たしており、中でもベルデ・ヴァレー地域は訪問者の消費額が高いことで際立っています。

COVID-19がワインツーリズムに与える影響に関する世界・レポートでは、業界全体で大きな混乱が起きていることが明らかになり、大半のワイナリーで売上高と海外からの訪問者が激減しています。2020年には、80％以上のワイナリーが収益の減少を報告し、47％が海外からの訪問者の90％以上の減少に直面しています。こうした後退にもかかわらず、ワイナリーは回復に楽観的で、90％が2022年までにワインツーリズムがパンデミック以前のレベルに戻ると予想しています。また、大半のワイナリーがワインツーリズムへの投資を維持または増加させる予定であり、ワインツーリズムの長期的な見通しが明るいことを示しています。

ワインツーリズム市場レポートのハイライト

• サービス別では、ワインテイスティングとツアーが2023年のワインツーリズム市場の57％以上の売上シェアを占めました。これは、ブドウ畑での没入型体験、ワイン醸造に関する洞察、高級ワインの試飲機会など、そのユニークな魅力によるものです。本格的な旅行に対する消費者の関心の高まりと高級ワイナリーの台頭が、こうした体験の需要をさらに押し上げています。
• 外国人観光客のワインツーリズム需要は、2024年から2030年にかけてCAGR13.3％で成長すると予測されています。この急成長の背景には、ユニークな文化体験に対する世界の関心の高まり、バケーションスポットとしてのワイン産地の人気の高まり、ワイナリーによるターゲットを絞ったマーケティングがあります。また、インフラの整備や新興ワイン産地への直行便の拡充も、アクセスの利便性を向上させ、この成長を後押ししています。
• 予約形態別では、パーソナライズされた予約体験とワイナリーのウェブサイトへのアクセスのしやすさを好む消費者を反映して、直接予約が2023年の売上シェアの38%以上を占める。これらの予約は消費者により良い旅程管理、即時確認、多くの場合独占的な取引を提供し、市場収益への大きな貢献を推進しています。
• 2023年には、スペイン、イタリア、フランスの豊かなワイン文化と魅力的なワイナリーの存在により、欧州が総売上の51％以上を占め、世界のワインツーリズム市場をリードしました。72の観光地を紹介するフランスのVignobles &Decouvertesラベルや、2024年にブドウ園訪問を55％増加させる米国のような革新的な取り組みが、市場の成長を大きく後押ししています。
• ワインツーリズム市場の主要企業は、デジタル・マーケティングや旅行代理店との提携に支えられた強力なブランド・プレゼンスと革新的なサービスを活用して市場シェアを拡大しています。これらの企業は、プライベート・ヴィンヤード・ツアーや厳選されたテイスティングなど、パーソナライズされた特別な体験に重点を置き、体験型旅行への需要の高まりに対応するため、ワイン・ツアーに文化や美食のアクティビティをバンドルしています。
• 2024年7月、フランスのドメーヌ・ド・ラ・ドゥルビーは、20周年を記念して、ワインテイスティング、インタラクティブなワインツアー、DJ付きのオープンエアブランチなど、新しい没入型体験を開始しました。エロー渓谷に位置するこのドメーヌは、近代化されたワイナリーと、オーガニックワイン製品のための地元生産者とのコラボレーションを特徴としています。ヴィノウェイズ社と共同で開発したインタラクティブ・ツアーは、ビデオや音声ガイドを備えたデジタル・プラットフォームを通じて、来場者の関与を高めるもので、没入型・体験型のアクティビティに向かうワインツーリズムの傾向を反映しています。

目次

第1章 調査手法と範囲

第2章 エグゼクティブサマリー

第3章 ワインツーリズム市場の変数、動向、範囲

• 市場系統の見通し
• 業界バリューチェーン分析
• 市場力学
  • 市場促進要因分析
  • 市場抑制要因分析
  • 市場機会
  • 市場の課題
• 業界分析ツール
  • ポーターのファイブフォース分析
• 市場参入戦略

第4章 消費者行動分析

• 人口統計分析
• 消費者の動向と嗜好
• 購買行動に影響を与える要因
• 消費者向けサービス導入動向
• 観察と推奨事項

第5章 ワインツーリズム市場：サービス別推定・動向分析

• ワインツーリズム市場、サービス別：主なポイント
• サービス別変動分析と市場シェア、2023年と2030年
• サービス別、2018年-2030年

第6章 ワインツーリズム市場：ツーリストタイプ別推定・動向分析

• ツーリストタイプ別ワインツーリズム市場：重要なポイント
• ツーリストタイプ別の変動分析と市場シェア、2023年と2030年
• ツーリストタイプ別、2018年-2030年

第7章 ワインツーリズム市場： 予約モード別推定・動向分析

• 予約モード別ワインツーリズム市場：重要なポイント
• 予約モード別変動分析と市場シェア、2023年と2030年
• 予約モード別、2018年-2030年

第8章 ワインツーリズム市場：地域別推定・動向分析

• ワインツーリズム市場：地域別展望
• 地域別マーケットプレイス：重要なポイント
• 地域別、2018年-2030年
  • 北米
  • 欧州
  • アジア太平洋
  • 中南米
  • 中東・アフリカ

第9章 ワインツーリズム市場：競合分析

• 主要市場参入企業による最近の動向と影響分析
• 企業分類
• 参入企業の概要
• 財務実績
• サービスベンチマーク
• 企業市場シェア分析、2023年（％）
• 企業ヒートマップ分析
• 戦略マッピング
• 企業プロファイル
  • The Prisoner Wine Company
  • VIAVINUM, SL
  • Wine Paths
  • Grape Escapes
  • Cellar Tours
  • BKWine Tours
  • Pure Luxury Transportation
  • Backcountry Wine Tours
  • Sula Vineyards
  • Wine Compass

List of Tables

• Table 1 Wine tourism market: Key market driver analysis
• Table 2 Wine tourism market: Key market restraint analysis
• Table 3 Wine tourism market estimates & forecast, 2018 - 2030, by service (USD Billion)
• Table 4 Wine tastings and tours market estimates & forecast, 2018 - 2030 (USD Billion)
• Table 5 Wine festivals and events market estimates & forecast, 2018 - 2030 (USD Billion)
• Table 6 Other wine tourism service market estimates & forecast, 2018 - 2030 (USD Billion)
• Table 7 Wine tourism market estimates & forecast, 2018 - 2030, by tourist type (USD Billion)
• Table 8 Wine tourism market estimates & forecast, for domestic tourists, 2018 - 2030 (USD Billion)
• Table 9 Wine tourism market estimates & forecast, for international tourists, 2018 - 2030 (USD Billion)
• Table 10 Wine tourism market estimates & forecast, 2018 - 2030, by booking mode (USD Billion)
• Table 11 Wine tourism market estimates & forecast, through direct booking, 2018 - 2030 (USD Billion)
• Table 12 Wine tourism market estimates & forecast, through travel agencies, 2018 - 2030 (USD Billion)
• Table 13 Wine tourism market estimates & forecast, through online marketplaces, 2018 - 2030 (USD Billion)
• Table 14 Wine tourism market estimates & forecast, by region, 2018 - 2030 (USD Billion)
• Table 15 North America wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 16 North America wine tourism market estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 17 North America wine tourism market estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 18 North America wine tourism market estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 19 U.S. macro-economic outlay
• Table 20 U.S. wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 21 U.S. wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 22 U.S. wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 23 U.S. wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 24 Canada macro-economic outlay
• Table 25 Canada wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 26 Canada wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 27 Canada wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 28 Canada wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 29 Mexico macro-economic outlay
• Table 30 Mexico wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 31 Mexico wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 32 Mexico wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 33 Mexico wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 34 Europe wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 35 Europe wine tourism market estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 36 Europe wine tourism market estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 37 Europe wine tourism market estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 38 Germany macro-economic outlay
• Table 39 Germany wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 40 Germany wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 41 Germany wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 42 Germany wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 43 UK macro-economic outlay
• Table 44 UK wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 45 UK wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 46 UK wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 47 UK wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 48 France macro-economic outlay
• Table 49 France wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 50 France wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 51 France wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 52 France wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 53 Italy macro-economic outlay
• Table 54 Italy wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 55 Italy wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 56 Italy wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 57 Italy wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 58 Spain macro-economic outlay
• Table 59 Spain wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 60 Spain wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 61 Spain wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 62 Spain wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 63 Asia Pacific wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 64 Asia Pacific wine tourism market estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 65 Asia Pacific wine tourism market estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 66 Asia Pacific wine tourism market estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 67 China macro-economic outlay
• Table 68 China wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 69 China wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 70 China wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 71 China wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 72 India macro-economic outlay
• Table 73 India wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 74 India wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 75 India wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 76 India wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 77 Japan macro-economic outlay
• Table 78 Japan wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 79 Japan wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 80 Japan wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 81 Japan wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 82 Australia macro-economic outlay
• Table 83 Australia wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 84 Australia wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 85 Australia wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 86 Australia wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 87 Central & South America wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 88 Central & South America wine tourism market estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 89 Central & South America wine tourism market estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 90 Central & South America wine tourism market estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 91 Brazil macro-economic outlay
• Table 92 Brazil wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 93 Brazil wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 94 Brazil wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 95 Brazil wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 96 Argentina macro-economic outlay
• Table 97 Argentina wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 98 Argentina wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 99 Argentina wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 100 Argentina wine tourism market revenue estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 101 Middle East & Africa wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 102 Middle East & Africa wine tourism market estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 103 Middle East & Africa wine tourism market estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 104 Middle East & Africa wine tourism market estimates and forecast, by booking mode, 2018 - 2030 (USD Billion)
• Table 105 South Africa macro-economic outlay
• Table 106 South Africa wine tourism market estimates and forecast, 2018 - 2030 (USD Billion)
• Table 107 South Africa wine tourism market revenue estimates and forecast, by service, 2018 - 2030 (USD Billion)
• Table 108 South Africa wine tourism market revenue estimates and forecast, by tourist type, 2018 - 2030 (USD Billion)
• Table 109 Recent developments & impact analysis, by key market participants
• Table 110 Company market share, 2023
• Table 111 Company heat map analysis
• Table 112 Companies implementing key strategies

List of Figures

• Fig. 1 Wine tourism market segmentation
• Fig. 2 Information procurement
• Fig. 3 Primary research pattern
• Fig. 4 Primary research approaches
• Fig. 5 Primary research process
• Fig. 6 Market snapshot
• Fig. 7 Segment snapshot
• Fig. 8 Regional snapshot
• Fig. 9 Competitive landscape snapshot
• Fig. 10 Parent industry and wine tourism market size, 2023 (USD Billion)
• Fig. 11 Wine tourism market: Value chain analysis
• Fig. 12 Wine tourism market: Dynamics
• Fig. 13 Wine tourism market: Porter's five forces analysis
• Fig. 14 Factors affecting buying decisions in wine tourism market
• Fig. 15 Wine tourism market, by service: Key takeaways
• Fig. 16 Wine tourism market: Service movement analysis, 2023 & 2030 (%)
• Fig. 17 Wine tastings and tours market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 18 Wine festivals and events market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 19 Other wine tourism service market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 20 Wine tourism market, by tourist type: Key takeaways
• Fig. 21 Wine tourism market: Tourist type movement analysis, 2023 & 2030 (%)
• Fig. 22 Wine tourism market estimates & forecast, for domestic tourists, 2018 - 2030 (USD Billion)
• Fig. 23 Wine tourism market estimates & forecast, for international tourists, 2018 - 2030 (USD Billion)
• Fig. 24 Wine tourism market, by booking mode: Key takeaways
• Fig. 25 Wine tourism market: Booking mode movement analysis, 2023 & 2030 (%)
• Fig. 26 Wine tourism market estimates & forecast, through direct booking, 2018 - 2030 (USD Billion)
• Fig. 27 Wine tourism market estimates & forecast, through travel agencies, 2018 - 2030 (USD Billion)
• Fig. 28 Wine tourism market estimates & forecast, through online marketplaces, 2018 - 2030 (USD Billion)
• Fig. 29 Wine tourism market: Regional outlook, 2023 & 2030 (USD Billion)
• Fig. 30 Regional marketplace: Key takeaways
• Fig. 31 North America wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 32 US wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 33 Canada wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 34 Mexico wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 35 Europe wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 36 Germany wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 37 UK wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 38 France wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 39 Italy wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 40 Spain wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 41 Asia Pacific wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 42 China wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 43 India wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 44 Japan wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 45 Australia wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 46 Central & South America wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 47 Brazil wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 48 Argentina wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 49 Middle East & Africa wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 50 South Africa wine tourism market estimates & forecast, 2018 - 2030 (USD Billion)
• Fig. 51 Key company categorization
• Fig. 52 Company market share analysis, 2023
• Fig. 53 Strategic framework of wine tourism market

Wine Tourism Market Growth & Trends:

The global wine tourism market size is anticipated to reach USD 106.74 billion by 2030 and is projected to grow at a CAGR of 12.9% from 2024 to 2030, to a new report by Grand View Research, Inc. This growth is primarily attributed to increasing consumer interest in unique and immersive travel experiences, the expanding global wine culture, and the rising popularity of wine-related activities such as tours and tastings. Enhanced digitalization and online booking platforms also drive market growth by improving accessibility and convenience for travelers.

According to the Arizona Wine Tourism Industry Survey 2023, the growth in the wine tourism market in the U.S. is highlighted by high levels of repeat visitation, with 80% of winery visitors returning frequently and 42% of festival-goers attending multiple times. This trend highlights the sector's strong customer loyalty and sustained appeal. Additionally, the presence of out-of-state and international visitors, including from Canada and Mexico, indicates expanding regional and global interest, further driving market growth and diversification.

The global wine tourism market is expanding, with emerging destinations such as Moldova, Croatia, and Georgia gaining prominence. These regions are leveraging their unique cultural and historical assets to attract visitors. Moldova is noted for its extensive underground cellars, Croatia combines wine with agritourism and gastronomy, and Georgia is capitalizing on its ancient winemaking traditions. Bulgaria and Ethiopia are also making strides, with Bulgaria's historic wineries and Ethiopia's new wine production venture showing growing appeal.

Millennials are a key driver of this growth, favoring immersive wine experiences and value-focused wines. Despite budget constraints, they actively seek out winery tours and tastings, often using online tools for planning. In Arizona, a significant portion of wine tourists are repeat visitors, and wine festivals are increasingly popular for purchases and extending travel experiences. Word of mouth and social media play crucial roles in promoting wineries and festivals, with the Verde Valley region standing out for its high visitor spending.

The Global Report on Covid-19's impact on wine tourism revealed significant disruption across the industry, with the majority of wineries experiencing drastic declines in turnover and international visitors. In 2020, over 80% of wineries reported losses in revenue, with 47% facing a decrease of more than 90% in international visitors. Despite these setbacks, wineries were optimistic about a recovery, with 90% expecting wine tourism to return to pre-pandemic levels by 2022. The majority were planning to maintain or increase their investment in wine tourism, indicating a long-term positive outlook for the sector.

Wine Tourism Market Report Highlights:

• Based on service, wine tastings and tours dominated the wine tourism market with over 57% of the revenue share in 2023. This is due to their unique appeal, offering immersive experiences in vineyards, insights into winemaking, and opportunities to sample exclusive wines. Growing consumer interest in authentic travel and the rise of premium wineries have further boosted the demand for these experiences.
• The demand for wine tourism among international tourists is projected to grow at a CAGR of 13.3% from 2024 to 2030. This surge is driven by heightened global interest in unique cultural experiences, the growing popularity of wine regions as vacation spots, and targeted marketing by wineries. Improved infrastructure and expanded direct flights to emerging wine regions are also enhancing accessibility, fueling this growth.
• Based on booking mode, direct bookings accounted for over 38% of revenue share in 2023, reflecting a preference for personalized booking experiences and the ease of accessing winery websites. These bookings provide consumers with better control over their itineraries, immediate confirmation, and often exclusive deals, driving their significant contribution to market revenue.
• In 2023, Europe led the global wine tourism market with over 51% of total revenue, owing to its rich wine culture and attractive wineries in Spain, Italy, and France. Innovations such as France's Vignobles & Decouvertes label, which features 72 destinations, and the U.K.'s 55% increase in vineyard visits in 2024, have significantly driven market growth.
• Key companies in the wine tourism market are expanding their market share by leveraging a strong brand presence and innovative offerings, supported by digital marketing and travel agency partnerships. They are focusing on personalized and exclusive experiences, such as private vineyard tours and curated tastings, and are bundling wine tours with cultural and gastronomic activities to meet the growing demand for experiential travel.
• In July 2024, Domaine de la Dourbie in France launched new immersive experiences to celebrate its 20th anniversary, including wine tastings, an interactive wine tour, and an open-air brunch with a DJ. The estate, located in the Herault Valley, now features a modernized winery and collaborations with local producers for organic wine products. The interactive tour, developed with VinoWays, enhances visitor engagement through a digital platform with videos and an audio guide, reflecting a growing trend in wine tourism towards immersive and experiential activities.

Table of Contents

Chapter 1. Methodology and Scope

• 1.1. Market Segmentation & Scope
• 1.2. Market Definition
• 1.3. Information Procurement
  • 1.3.1. Purchased Database
  • 1.3.2. GVR's Internal Database
  • 1.3.3. Secondary Materials & Third-Party Perspectives
  • 1.3.4. Primary Research
• 1.4. Information Analysis
  • 1.4.1. Data Analysis Models
• 1.5. Market Information & Data Visualization
• 1.6. Data Validation & Publishing

Chapter 2. Executive Summary

• 2.1. Market Snapshot
• 2.2. Service Outlook
• 2.3. Tourist Type Outlook
• 2.4. Booking Mode Outlook
• 2.5. Regional Outlook
• 2.6. Competitive Landscape Snapshot

Chapter 3. Wine Tourism Market Variables, Trends & Scope

• 3.1. Market Lineage Outlook
• 3.2. Industry Value Chain Analysis
• 3.3. Market Dynamics
  • 3.3.1. Market Driver Analysis
  • 3.3.2. Market Restraint Analysis
  • 3.3.3. Market Opportunities
  • 3.3.4. Market Challenges
• 3.4. Industry Analysis Tools
  • 3.4.1. Porter's Five Forces Analysis
• 3.5. Market Entry Strategies

Chapter 4. Consumer Behavior Analysis

• 4.1. Demographic Analysis
• 4.2. Consumer Trends & Preferences
• 4.3. Factors Affecting Buying Behavior
• 4.4. Consumer Service Adoption Trends
• 4.5. Observations & Recommendations

Chapter 5. Wine Tourism Market: Service Estimates & Trend Analysis

• 5.1. Wine Tourism Market, By Service: Key Takeaways
• 5.2. Service Movement Analysis & Market Share, 2023 & 2030
• 5.3. Market Estimates & Forecasts, by service, 2018 - 2030 (USD Billion)
  • 5.3.1. Wine Tastings and Tours
    • 5.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 5.3.2. Wine Festivals and Events
    • 5.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 5.3.3. Others
    • 5.3.3.1. Market estimates and forecast, 2018 - 2030 (USD Billion)

Chapter 6. Wine Tourism Market: Tourist Type Estimates & Trend Analysis

• 6.1. Wine Tourism Market, By Tourist Type: Key Takeaways
• 6.2. Tourist Type Movement Analysis & Market Share, 2023 & 2030
• 6.3. Market Estimates & Forecasts, by tourist type, 2018 - 2030 (USD Billion)
  • 6.3.1. Domestic
    • 6.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 6.3.2. International
    • 6.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Billion)

Chapter 7. Wine Tourism Market: Booking Mode Estimates & Trend Analysis

• 7.1. Wine Tourism Market, By Booking Mode: Key Takeaways
• 7.2. Booking Mode Movement Analysis & Market Share, 2023 & 2030
• 7.3. Market Estimates & Forecasts, by booking mode, 2018 - 2030 (USD Billion)
  • 7.3.1. Direct Booking
    • 7.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 7.3.2. Travel Agencies
    • 7.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 7.3.3. Online Marketplaces
    • 7.3.3.1. Market estimates and forecast, 2018 - 2030 (USD Billion)

Chapter 8. Wine Tourism Market: Regional Estimates & Trend Analysis

• 8.1. Wine Tourism Market: Regional Outlook
• 8.2. Regional Marketplaces: Key Takeaways
• 8.3. Market Estimates & Forecasts, by region, 2018 - 2030 (USD Billion)
  • 8.3.1. North America
    • 8.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.1.2. U.S.
      • 8.3.1.2.1. Key country dynamics
      • 8.3.1.2.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.1.3. Canada
      • 8.3.1.3.1. Key country dynamics
      • 8.3.1.3.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.1.4. Mexico
      • 8.3.1.4.1. Key country dynamics
      • 8.3.1.4.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 8.3.2. Europe
    • 8.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.2.2. Germany
      • 8.3.2.2.1. Key country dynamics
      • 8.3.2.2.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.2.3. U.K.
      • 8.3.2.3.1. Key country dynamics
      • 8.3.2.3.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.2.4. France
      • 8.3.2.4.1. Key country dynamics
      • 8.3.2.4.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.2.5. Italy
      • 8.3.2.5.1. Key country dynamics
      • 8.3.2.5.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.2.6. Spain
      • 8.3.2.6.1. Key country dynamics
      • 8.3.2.6.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 8.3.3. Asia Pacific
    • 8.3.3.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.3.2. China
      • 8.3.3.2.1. Key country dynamics
      • 8.3.3.2.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.3.3. India
      • 8.3.3.3.1. Key country dynamics
      • 8.3.3.3.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.3.4. Japan
      • 8.3.3.4.1. Key country dynamics
      • 8.3.3.4.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.3.5. Australia
      • 8.3.3.5.1. Key country dynamics
      • 8.3.3.5.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 8.3.4. Central & South America
    • 8.3.4.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.4.2. Brazil
      • 8.3.4.2.1. Key country dynamics
      • 8.3.4.2.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.4.3. Argentina
      • 8.3.4.3.1. Key country dynamics
      • 8.3.4.3.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
  • 8.3.5. Middle East & Africa
    • 8.3.5.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
    • 8.3.5.2. South Africa
      • 8.3.5.2.1. Key country dynamics
      • 8.3.5.2.2. Market estimates and forecast, 2018 - 2030 (USD Billion)

Chapter 9. Wine Tourism Market: Competitive Analysis

• 9.1. Recent developments & impact analysis, by key market participants
• 9.2. Company Categorization
• 9.3. Participant's Overview
• 9.4. Financial Performance
• 9.5. Service Benchmarking
• 9.6. Company Market Share Analysis, 2023 (%)
• 9.7. Company Heat Map Analysis
• 9.8. Strategy Mapping
• 9.9. Company Profiles
  • 9.9.1. The Prisoner Wine Company
    • 9.9.1.1. Company Overview
    • 9.9.1.2. Financial Performance
    • 9.9.1.3. Service Portfolios
    • 9.9.1.4. Strategic Initiatives
  • 9.9.2. VIAVINUM, S.L
    • 9.9.2.1. Company Overview
    • 9.9.2.2. Financial Performance
    • 9.9.2.3. Service Portfolios
    • 9.9.2.4. Strategic Initiatives
  • 9.9.3. Wine Paths
    • 9.9.3.1. Company Overview
    • 9.9.3.2. Financial Performance
    • 9.9.3.3. Service Portfolios
    • 9.9.3.4. Strategic Initiatives
  • 9.9.4. Grape Escapes
    • 9.9.4.1. Company Overview
    • 9.9.4.2. Financial Performance
    • 9.9.4.3. Service Portfolios
    • 9.9.4.4. Strategic Initiatives
  • 9.9.5. Cellar Tours
    • 9.9.5.1. Company Overview
    • 9.9.5.2. Financial Performance
    • 9.9.5.3. Service Portfolios
    • 9.9.5.4. Strategic Initiatives
  • 9.9.6. BKWine Tours
    • 9.9.6.1. Company Overview
    • 9.9.6.2. Financial Performance
    • 9.9.6.3. Service Portfolios
    • 9.9.6.4. Strategic Initiatives
  • 9.9.7. Pure Luxury Transportation
    • 9.9.7.1. Company Overview
    • 9.9.7.2. Financial Performance
    • 9.9.7.3. Service Portfolios
    • 9.9.7.4. Strategic Initiatives
  • 9.9.8. Backcountry Wine Tours
    • 9.9.8.1. Company Overview
    • 9.9.8.2. Financial Performance
    • 9.9.8.3. Service Portfolios
    • 9.9.8.4. Strategic Initiatives
  • 9.9.9. Sula Vineyards
    • 9.9.9.1. Company Overview
    • 9.9.9.2. Financial Performance
    • 9.9.9.3. Service Portfolios
    • 9.9.9.4. Strategic Initiatives
  • 9.9.10. Wine Compass
    • 9.9.10.1. Company Overview
    • 9.9.10.2. Financial Performance
    • 9.9.10.3. Service Portfolios
    • 9.9.10.4. Strategic Initiatives