Wine tourism hotspots

Wine tourism has surged in popularity over the last few years, inviting travellers to discover the world one glass at a time.

A wine tour offers an immersive look into renowned wine regions, with guided vineyard visits led by local growers and tastings hosted by wine experts sharing the story behind each bottle. Afterwards, you can enjoy regional cuisine at nearby restaurants, perfectly paired with local wines.

You’ll explore the area’s history and culture through its winemaking traditions, gaining expert insights into local techniques, tasting methods, and food pairings. Many tours also offer the chance to buy bottles directly from the vineyard at great prices.

There are thousands of different grape varieties grown worldwide across different climates and terrains, so depending on where you are, there’s always a chance to explore a region with a wine tour.

With 1.4 million visits to vineyards last year, wine tours are no longer just for wine connoisseurs. Some of the best holidays and tours for wine lovers take you to beautiful places in their own right, like the rolling hills of Tuscany or the diverse terrain of New Zealand.

But which countries are leading the way for wine tourism? By comparing the average cost of a bottle of wine, the percentage of wine tours, typical vineyard tasting prices, and Google search interest, we’ve uncovered the top destinations for wine lovers.

The top wine tourism hotspots

1. South Africa: Wine Tourism Score 8.38/10

South Africa stands out as a top wine tourism destination, scoring 8.38 out of 10. It ranks first for two factors: the cheapest average price of a bottle of wine (£3.42) and the most affordable vineyard wine tasting price (£11.73). It also has the second-highest searches for vineyard and winery tours, at 16,640 between April 2024 and March 2025.

In the heart of the country’s wine region, you can expect tastings overlooking mountain ranges, sampling a range of signature varieties like Chenin Blanc, a white grape variety originally from the Loire Valley of France. At the same time, an expert guides you through the best ways to smell, taste, and savour your glass.

Chenin Blanc is usually harvested in March, making it the perfect time for South African wine tours.

2. Portugal: Wine Tourism Score 7.75/10

Next is Portugal. This winemaking hotspot has the highest proportion of vineyard and winery tours, at 562, or 6.1 per 1,000 kilometres. Portugal also has the third highest total searches for wine tours, at 14,140 over the past 12 months.

Wine tours in Portugal often include a guided tour of the vineyards, and depending on the time of year, you might be invited to harvest and sample some of the grapes. You might encounter the Touriga Nacional, the country’s most sought-after grape for producing its most popular wine, Port. You’ll then head to the production area, where experts will share their knowledge of their unique winemaking process.

The best time to tour Portugal’s wineries is September, when you can see Touriga Nacional grapes picked and crushed by foot in traditional granite troughs.

3. Italy: Wine Tourism Score 7.00/10

Renowned for its wines, including the hugely popular sparkling wine Prosecco, Italy takes third place. Scoring 7.00 out of 10 overall, Italy has the second-highest proportion of vineyard or winery tours, with 827, or 2.7 per 1,000 kilometres, and places in the top five for searches, at 12,430.

Wine tours in Italy often invite you to sample the local cheeses and charcuterie as well as their wines, while an expert guides you on the best food and wine pairings to complement their offerings.

If you’re interested in learning all about Prosecco, it's best to visit in September to see the wine production in full flow.

The wine tourism hotspots with…

The cheapest average price for a bottle of wine - South Africa (£3.42)

Knowing wines will be affordable in your chosen wine tourism hotspot means you can sample as many as you like without blowing your budget. South Africa has the cheapest average price for a bottle of wine, at £3.42. The country’s signature grape is Pinotage, which produces a deep red wine with hints of red berries and smoky, earthy flavours.

The highest proportion of wine tours - Portugal (6.1 per 1,000 kilometres)

Portugal has the highest proportion of wine tours of the hotspots we looked at, with 562 in total, a proportion of 6.1 per 1,000 kilometres. The country offers many opportunities to experience its vineyards and wineries, from the world-renowned Douro Valley, the home of Port, a sweet fortified red wine best served with dessert, to the Algarve and Madeira.

The most searches for vineyard tours - France (46,020)

With its long history of winemaking, it’s no surprise that France is the most searched country for vineyard and winery tours. A wine’s flavours are influenced by the soil, the local climate and even the shape of the land the grapes are grown in. This makes each French wine, from Champagne to Burgundy, unique. Over the past year, the country had over 46,000 searches.

The cheapest average vineyard wine tasting price - South Africa (£11.73)

Vineyard and winery tours are the perfect way to explore the process of winemaking in an immersive way from grape to glass. The more budget-friendly they are, the more vineyards you can explore. South Africa has the cheapest average vineyard wine tasting price, at £11.73 per tour.

Phil Elis, destination expert at Titan Travel, has commented on the rise of wine tourism:

“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.”

Methodology

Beginning with a list of countries renowned for their wine production, taken from sources including European Best Destinations, we analysed each one on the following factors. We then gave each country a normalised score out of ten for each of the factors, before taking an average across each of these scores to reach our final overall score out of ten.

Average price of a bottle of wine

The average price of a bottle of wine in each country, according to Numbeo.

Number of Wine Tours per 1,000 Kilometres Squared

The total number of wine tastings and winery tours in each country, according to Get Your Guide divided by the total area of each country in square kilometres, sourced from World Bank, multiplied by 1,000.

Google searches

The total number of global Google searches for the keywords “[country] vineyard tour”, “[country] wine production”, “[country] winery tour” and “[country] wine tour” between April 2024 and March 2025, taken from Google Ads.

Average Vineyard Wine Tasting Price

The average price for the top five highest-rated vineyards or wineries in each country on 19/07/2025, according to Tripadvisor. Prices were sourced from each vineyard or winery’s website. If prices were unavailable, data was taken from the next most popular vineyard or winery on the list.

Currencies were converted using xe.com.

Data was collected on 29/04/2025 and is correct as of then.