This surge in interest comes amid a broader boom in wine-related travel. In the UK, WineGB recently reported a 55% increase in wine tourism since 2022. Meanwhile, other global analyses have named Portugal, Spain, and South Africa as offering the best value for wine tourists in 2025. Tour operators have highlighted regions like Piedmont, Rioja, and Stellenbosch as must-visit destinations this year.
Unsurprisingly, France topped the list, with a score of 85.3 out of 100 and the highest international awards. It was closely followed by Italy, and Spain, followed by Portugal and Greece. Rounding out the top ten are Hungary, Germany, Romania, Austria and Bulgaria, highlighting a mix of both classic and emerging wine destinations.
Germany, known for its Rieslings, Romania’s Dealu Mare region, and Hungary’s Tokaj, a UNESCO World Heritage site with centuries of winemaking tradition, are all gaining international recognition.
Austria, with over 46,000 hectares of vineyards dedicated to PDO/PGI wines, claimed ninth place, while Bulgaria, with winemaking roots tracing back to ancient Thrace, completed the top ten.
The study covered all EU member states with at least 500 hectares of vineyards and offers a unique view into Europe’s evolving wine tourism landscape.
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The index was developed using a comprehensive data-driven approach, assessing five key criteria:
Total vineyard surface area (20%)
Vineyard area dedicated to protected designation of origin (PDO) and protected geographical indication (PGI) wines (30%)
Number of PDO/PGI registered wines (20%)
Wine production volume (10%)
International wine awards received (20%)
Data was sourced from Eurostat, the International Organisation of Vine and Wine (OIV), official EU registries, and the Decanter World Wine Awards 2025.
However, with the traditional wine tasting model under strain, many estates are diversifying their offerings to attract a broader audience. James Osborn, managing director of Hambledon Wine Estate in Hampshire, described the shift as a “necessary diversification.”
“Hambledon Estate is an English winemaker in the business of hospitality,” Osborn told db. “Change is being driven by food-led occasions, from lunch to dinner, to private dining. Wine doesn’t lead, but is implicit throughout all these.”
Other estates are going even further. In Spain, Ramón Bilbao in Rioja has added painting workshops, music events, and even circus performances to its experience calendar. Gastronomy remains a key pillar, with local food and wine pairings at the forefront.
Looking ahead, she said wine tourism will be “an essential role in attracting new audiences and consumers, as a loyalty-building tool, and as a segment that is already looking beyond sustainability, towards regenerative tourism.”
