Wine tourism is increasingly popular with travellers, and new research from Titan Travel has ranked the most budget-friendly destinations for vineyard visits.
South Africa came out on top, with an overall wine tourism score of 8.38 out of 10. The country offers the cheapest average bottle of wine (£3.42) and the lowest average vineyard tasting cost (£11.73).
Between April 2024 and March 2025, searches for South African vineyard and winery tours reached 16,640, the second-highest globally. Visitors to the country’s winelands can expect tastings of Chenin Blanc, usually harvested in March, overlooking mountain ranges.
Portugal and Italy follow
Portugal ranked second, scoring 7.75 out of 10. It has the highest proportion of wine tours, with 562 in total, equivalent to 6.1 per 1,000 km². Online searches for Portuguese wine tours reached 14,140 over the past year.
Visitors can experience harvests first-hand, with traditional foot-crushing of Touriga Nacional grapes taking place in September.
Italy took third place with a score of 7.00 out of 10. The country recorded 827 wine tours (2.7 per 1,000 km²) and 12,430 searches in the last year. Italian tours often include food pairings with cheese and charcuterie, with Prosecco production at its peak in September.
Other key findings
The research also highlighted other leaders in specific categories:
France was the most searched country for wine tours, with 46,020 searches in 12 months.
South Africa had the lowest average tasting price (£11.73).
Portugal offered the highest density of tours (6.1 per 1,000 km²).
Phil Elis, destination expert at Titan Travel, commented: “Wine tours are no longer a niche interest, they’re becoming a key part of how people choose to travel. More and more travellers are seeking out immersive, sensory experiences that connect them to local culture, and wine tasting delivers just that. It offers a unique window into a region’s heritage, climate, and character, making it the perfect blend of relaxation and cultural discovery. With interest continuing to grow, we expect this trend to accelerate throughout 2025 and beyond.”
