Wine tourism: How has it grown in recent years?

Wine, of the nectar of the gods as the Greeks called it, has been celebrated and enjoyed for centuries. But in recent years, a new trend has emerged that combines the pleasure of wine with the joy of travel: wine tourism.

This concept of combining wine tasting and travel allows wine lovers to go to all corners of the globe, from Australia and New Zealand, to Argentina, France, Italy, USA, and, of course, Spain sampling the different vintages and visiting the most stunning vineyards.

In this blog post, we will take a closer look at wine tourism, its rising popularity, and how Spain, with its rich winemaking heritage, stands as a shining example of this flourishing industry. And of you dream of having a career in this booming sector, you should consider a Bachelor in Tourism, which has a speciality subject on vinotourism and gastronomy.

What is wine tourism?

Wine tourism is more than just wine tasting. It is a whole industry that involves an immersive experience in the wine-making process, including tours of vineyards and cellars, and in some cases, getting involved in harvesting the grapes – depending on the time of year. People who take part in wine tourism and travel can engage with winemakers directly, learn about the different variety f grapes, and become knowledgeable about not only wine, but how to combine the different varieties with food and different palates.

The growth of wine tourism

As the cost of travel has become more accessible over the past few years, the wine tourism sector, just like many others with the overall tourism market, have grown. According to figures published by Statista, the wine tourism industry is expected from grow from a value of 8 billion euros on a global scale in 2020 to almost 30 billion euros by 2030.

There are a number of reasons behind such a surge, including:

• Cultural and culinary interests: Wine tourism provides an opportunity to explore the cultural and culinary heritage of a region. Visitors can immerse themselves in the local traditions, taste authentic cuisine, and gain a deeper understanding of the connection between wine and local culture.
• Experiential travel: Modern travellers seek immersive experiences that go beyond the superficial. Wine tourism offers the chance to participate in grape harvesting, winemaking workshops, and blending sessions, allowing visitors to actively engage in the winemaking process.
• An escape to the countryside: As populations around the world are drawn more to cities and towns rather than rural life in search of work, the allure of picturesque vineyards and rolling hills dotted with vineyards evokes a sense of romance and escapism. Wine regions provide a serene and idyllic setting for tourists to relax, unwind, and revel in the beauty of nature.
• Rising wine consumption: The growing global demand for wine has fuelled the expansion of wine tourism. Wine enthusiasts are eager to explore vineyards, meet winemakers, and taste a variety of wines firsthand, fostering a deeper appreciation for the beverage.

Wine tourism in Spain

When it comes to wine tourism, Spain is one of the most popular destinations for travellers. The country offers an unparalleled winemaking tradition dating back centuries. Perhaps the most famous wine-growing region in Spain is La Rioja, but wine is made in almost every region, despite the range of climates and soils – from the green and temperate climate in Galicia and the Basque Country, to the dry and arid Andalucia. Spain offers a diverse and captivating experience for wine lovers.

Unlike some other wine destinations, Spain offers exceptional value for money. Wine tourism in Spain is relatively affordable, making it accessible to a wide range of travellers. From budget-friendly winery tours to lavish experiences, there is something for every palate and budget. Furthermore, just like the range of wines it offers, Spain is captivating from a culinary point of view. The country's rich gastronomy, with its tapas culture and traditional dishes, pairs seamlessly with its diverse wines, creating a harmonious symphony for the taste buds.

What to study to work in the wine tourism sector?

Within the wine tourism sector, there are many roles such as tour operator, vineyard owner, winemaker, and more. For all of these roles, there are certain core skills that you should have, all of which can be worked on and improved as you study the Degree in Tourism. These skills include communication, organisation, planning, management, leadership and teamwork. In addition to studying various subjects that will ensure you graduate as a tourism professional; you will also have the chance to study on international exchanges with our partner universities in Canada, France and the USA – and even try some of their wines while you are there too.