Wine tourism: A decade of growth and innovation in the world of wine

Wine tourism, also known as oenotourism, has seen significant growth and modernization over the past ten years, establishing itself as a key segment of the tourism industry both in France and worldwide. This unique form of travel immerses visitors in the world of wine, combining tastings, cultural discovery, and authentic experiences.

Strong growth in visitor numbers

 

In France, wine tourism has experienced a remarkable increase. According to Atout France, the number of wine tourists rose from 10 million in 2016 to 12 million in 2023, marking a 20% growth in just seven years. Of these visitors, 6.6 million were French, while 5.4 million were international tourists—a clear indicator of the rising global interest in French  .

This trend is not limited to France. Other wine-producing countries have also seen a surge in wine tourism. In 2020, the United States recorded 30 million wine tourists, Italy 14 million, and Australia 8 million, confirming the worldwide appeal of vineyard experiences.

Diversifying the experience

 

Wine tourism today goes far beyond traditional tastings. Wineries now offer a variety of premium experiences including boutique accommodations, fine dining, wine spa treatments, and cultural events. This diversification responds to a growing demand for immersive and meaningful experiences.

Additionally, digital innovation is transforming the wine tourism landscape. Mobile apps, virtual tours, and social media allow wineries to reach wider audiences and create personalized interactions with their customers.

On top of that, new marketing tools and strategies are reshaping this once-traditional industry. Whether it’s wineries, wine merchants, cooperages, or e-commerce platforms, professionals across the wine sector are increasingly integrating wine samples into their sales and marketing strategies.

Interested? Vinovae is the most reliable partner when it comes to wine sample technology, thanks to its patented single-dose bottling process.

Commitment to sustainability and quality

 

In response to environmental challenges, many wineries are embracing sustainable practices and achieving organic and biodynamic certifications. For instance, in Burgundy, the number of organic producers increased from 285 in 2015 to 428 in 2023.

Quality labels such as “Vignobles & Découvertes”, created in 2009 by Atout France, help ensure a high standard of hospitality and services across wine tourism destinations. These certifications are instrumental in highlighting regions that offer a comprehensive and premium wine experience.

In this context, as environmental awareness grows among wine professionals, wine tourism is also undergoing a green transition. Reducing waste during tastings, offering remote sampling experiences, and using wine samples to limit spoilage, cut emissions, and reduce shipping costs—all while enhancing the diversity of offerings—are now integral parts of a more sustainable approach.

What’s next? Trends and the future of wine tourism

 

So, what does the future hold for wine tourism? The sector continues to reinvent itself to meet the evolving expectations of modern travelers. With more visitors from diverse backgrounds and age groups, comes a wider range of needs and desires.

Current trends include the fusion of wine and wellness, with experiences such as wine therapy retreats, vineyard yoga, and more. There’s also a growing emphasis on local gastronomy, customized experiences, and the use of cutting-edge tech to enrich the visitor journey.

New offers, new products, new activities… the future of wine tourism is dynamic and promising.

And you—when will you launch your own wine tasting boxes featuring curated wine samples of your choice?

Reach out: commercial@vinovae.com