The wine tourism market on the move
- Charlotte FOUGERE
- 2 days ago
- 4 min read
Futuroscopie / Tour Mag - March 2025
The point of view of Charlotte Fougère, President of Calice Hospitality and Wines
by Josette Sicsic
Currently representing more than €46.5 billion in revenue in the top 10 global destinations, wine tourism growth is estimated at 13% per year by 2030. But, beyond this momentum, not everything is rosy in a sector where wine consumption is trending downward. To take stock, the Fine Wine Tourism Marketplace conference in Valladolid brought together more than 140 exhibitors from over 50 wine regions, as well as 84 specialized agencies from 23 countries, on March 5 and 6.
As a leading voice in wine tourism, Charlotte Fougère, director of Calice Hospitality and Wine, sheds light on the sector’s transformation and the expectations shaping the visitor experience.
New generations of travelers are looking for more than just a winery tour followed by a tasting. They want to fully immerse themselves in the world of wine, understand the terroirs and meet the winemakers in an experiential and sensory setting .
It is this quest for authenticity that explains the success of urban wineries, such as Le Chai Urbain in Paris, where winemaking is revealed in the heart of the city, offering a more interactive and accessible approach.
And then there is the rise of sustainable tourism, which is also redefining expectations.
Today, travelers favor estates committed to responsible viticulture, integrating biodiversity and short supply chains.
In Bordeaux, Château Grand-Puy Ducasse has transformed its approach by offering an innovative suspended vat room , allowing visitors to explore the ecological impact of wine production while discovering new, environmentally friendly ways of consuming.
Luxury wine is booming
The luxury wine segment is also experiencing significant expansion. The wine tourism experience is no longer limited to a tasting, but is becoming an exclusive stay where
Wine meets art and fine dining. Marqués de Riscal in Spain perfectly embodies this move upmarket, incorporating a five-star hotel and a Michelin-starred restaurant into its estate , making the visit a true sensory experience.
Wine tourism is also opening up to new audiences. Families, long excluded from these tours, now find suitable offers: educational tours, aroma recognition workshops and donkey rides transform the discovery of wine into a fun and educational experience.
Finally, a fast-growing trend is that of digital nomads, who are looking for
experiences combining work and discovery of the terroirs. Spaces like La Réussite est dans le Pré in Burgundy offer a coworking environment in the heart of the vineyards, where visitors can alternate between productivity and wine immersion.
Wine routes continue to structure the offering
But one of the major challenges of wine tourism today lies in its ability to structure and organize the offer on the scale of wine destinations.
Wine routes play a key role in this structuring, providing a coherent and
making it easier to discover the vineyards. However, these routes must now be redesigned to adapt to the new expectations of visitors.
The integration of digital tools, the implementation of thematic experiential routes and the modernization of reception infrastructures are major levers for improving the attractiveness of these circuits.
Read also: Wine tourism: the Maison des Vins des Côtes de Bourg welcomed 17,000 cruise passengers
Digital and marketing combine perfectly
The rise of wine tourism is finally forcing wineries to adopt a more diversified and structured marketing strategy . Long focused on direct sales and spontaneous visits, the wine tourism offer is now based on digital platforms that facilitate booking and broaden the audience.
Players like WineTourism.com , Rue des Vignerons and Civitatis allow
producers to be referenced internationally and to capture a wider customer base by optimizing availability management and dynamic pricing.
This digitalization is profoundly changing distribution strategies, by integrating advance booking and seamless customer journeys , where the experience begins well before arriving on site.
DMCs and specialist agencies also play a key role in structuring and distributing the wine tourism offering, by developing packaged tours combining accommodation, gastronomy and immersive experiences.
The rise of private sales and club subscriptions, particularly via platforms such as Vivino and Wine Access , also allows wineries to expand their marketing channel beyond on-site stays, transforming wine tourism into a real lever for additional loyalty.
For producers, the key now lies in a multi-channel approach, combining direct sales, booking platforms and distribution via incoming agencies , in order to optimize the profitability and visibility of their offers in a rapidly evolving market that must be followed step by step. Especially as it becomes increasingly international and diversified.
Read also: Futuroscopie - Wine tourism: storm or thunderstorm warning? 🔑
A next edition in Italy
Faced with all these challenges, it is clear that the exchange of best practices, the development of synergies, and knowledge of customer bases are essential. Following the success of this Spanish edition, the Fine Wine Tourism Marketplace is now preparing to invest in Italy.
The first Italian edition will be held in Riva del Garda on October 28 and 29, with the aim of structuring and promoting wine tourism in the heart of Italian vineyards. But beyond the ideas raised and discussed, these trends confirm the need for strategic support for destinations and vineyards wishing to structure and develop their wine tourism offerings.
You don't venture into the world of wine tourism without taking the temperature of a fluctuating market from which young people are emerging while continuing to quench their thirst... but drinking beer. Which is developing its tourism: brewery tourism.
In the meantime, you can find out more on the website of:
- Fine Wine Tourism Marketplace
- Calice Hospitality
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