Wine tourism has experienced significant growth over the past decade, emerging as a profitable and dynamic
branch of the global wine industry. As a driver of sustainable development, it plays a key role in diversifying rural
economies, creating jobs, and bringing tangible benefits to local communities. It also supports the preservation of
cultural and natural heritage, while promoting more responsible and inclusive tourism models.

However, despite its growing importance, both academics and industry professionals continue to face challenges
due to a lack of reliable data and insights. A clear information gap remains in the field of wine tourism at the
international level, limiting the capacity of policymakers and the industry to develop evidence-based public policies
and business strategies.

To address this need, Hochschule Geisenheim University — in collaboration with UN Tourism, the International
Organisation of Vine and Wine (OIV), the Great Wine Capitals Global Network (GWC) and WineTourism.com — has
launched a global research initiative. This initiative culminates in a Global Wine Tourism Report, based on an annual
worldwide survey designed to generate up-to-date data and insights on key developments.

See the full report here.

See the executive summary here.