Home » EUROPE » Top Wine Tourism Destinations in Europe: France, Italy, Spain, Portugal, Greece, and More Ranked by Heritage and Tourism Potential
Published on
September 19, 2025
Around the world, wine and food tourism is becoming more and more popular. Travelers’ interest has increased, especially among those between the ages of 18 and 44. The demand for wine tourism has surged, emerging as a major trend in recent years, as more tourists are keen to experience the local wine and culinary cultures. In addition to wine enthusiasts, the appeal of experiencing real local life, touring gorgeous vineyards, and sampling award-winning wines is also contributing to the growth in popularity of wine tourism.
TUI Musement, a well-known tour and activity operator, introduced the first-ever European Wine Tourism Index in response to this growing interest. Based on wine production, heritage, and tourism offerings, this creative ranking showcases Europe’s top wine destinations and provides wine enthusiasts with information about the best places to travel. The ranking offers a thorough and comparative analysis of the wine tourism landscape and is based on five key factors.
Key Factors Behind the European Wine Tourism Index
The European Wine Tourism Index was constructed by analysing a variety of important aspects, such as the vineyard surface area, the percentage of vineyards dedicated to protected designations of origin (PDO) and protected geographical indications (PGI), the number of wines registered under these categories, the volume of wine production, and international awards received. To ensure accuracy and reliability, data was sourced from trusted organisations like Eurostat, the International Organisation of Vine and Wine (OIV), the Decanter World Wine Awards 2025, and official EU registries.
France: Europe’s Leading Wine Tourism Destination
Topping the rankings with an impressive score of 85.2 out of 100 is France, a country renowned for its rich wine heritage and extensive wine production. France’s exceptional reputation in the wine tourism industry is further amplified by the numerous international awards it has received. Famous regions such as Champagne, Burgundy, and Bordeaux continue to draw wine lovers from around the globe.
Champagne is particularly famous for its UNESCO-listed historic cellars, which attract visitors keen on learning about the region’s centuries-old winemaking process. Burgundy is home to more than 1,000 unique vineyard plots known as “Climats”, each with its own distinct characteristics. Bordeaux, with its world-renowned châteaux, provides wine enthusiasts the chance to tour some of the most prestigious estates while tasting exquisite wines. As a result, France remains the number one destination for wine lovers, offering a diverse and immersive wine tourism experience.
Italy: A Close Second with Rich Wine Diversity
Ranking second on the European Wine Tourism Index is Italy, which stands out as Europe’s largest wine producer and has the highest number of PDO and PGI wine designations. Italy offers wine lovers an incredible range of experiences, with each region presenting its own unique flavours and winemaking traditions. The country’s iconic wine regions, including Tuscany and Piedmont, are favourites among travellers.
Tuscany, the birthplace of famous wines such as Chianti and Montepulciano, invites visitors to explore its rolling hills, charming vineyards, and historic towns. Piedmont, known for its prestigious Barbaresco and Barolo wines, offers travellers a more intimate wine experience amidst stunning landscapes. Italy’s rich heritage in both food and wine makes it a destination where culture, history, and natural beauty combine, creating an unforgettable wine tourism experience.
Spain: A Diverse Wine Experience
Coming in at third place is Spain, a country with more than 900,000 hectares of vineyards, a significant percentage of which are dedicated to PDO and PGI wines. Spain’s wine offering is as diverse as its regions, from the famed reds of Rioja and Ribera del Duero to the iconic sherry of Andalusia. Spain also boasts unique wine experiences such as the wines of La Geria, located on the volcanic island of Lanzarote, where vines grow on the black soil of volcanic craters.
Spanish wine tourism is enhanced by its distinctive landscapes and historic wineries. Rioja, known for its structured reds, offers travellers a chance to explore its scenic vineyards and taste wines from some of the region’s oldest wineries. In Andalusia, wine enthusiasts can discover the deep traditions of sherry production, enjoying tastings and vineyard tours in the heart of Jerez. Spain’s diversity in both wine and geography positions it as a leading destination for wine lovers.
Portugal: Award-Winning Wines and Scenic Views
Ranked fourth, Portugal is famous for its exceptional wines and rich winemaking heritage. The country’s winemaking history is rooted in regions like the Douro Valley, a UNESCO World Heritage site. The Douro Valley offers visitors a unique combination of panoramic river cruises along the Douro River and visits to local wineries that produce Portugal’s famous Port wines.
Portugal’s high number of award-winning wines has cemented its place as a premier wine tourism destination. Beyond the Douro Valley, regions such as Alentejo and the Azores also offer visitors a chance to taste outstanding wines while exploring picturesque landscapes. Portugal’s unique offerings, from fortified wines to charming vineyard tours, continue to captivate wine enthusiasts from around the world.
Greece: A Historic Wine Culture
Greece, with its rich winemaking tradition dating back to the Mycenaean civilisation, ranks fifth on the list. Known for its indigenous grape varieties, Greece offers wine tourists a unique opportunity to discover wines that are not found anywhere else. Varieties like Assyrtiko from Santorini and Liatiko from Crete are some of the country’s signature wines, each reflecting the diverse landscapes and cultural heritage of Greece.
Greece’s wine tourism experiences are complemented by the rich mythology, history, and culture that surround its vineyards. Visitors can take guided tours, visit ancient sites, and enjoy wine tastings while learning about the deep connection between the land and the people who have been making wine for thousands of years. Greece’s distinct terroir and unique wine varieties make it a must-visit destination for adventurous wine lovers.
Emerging Wine Tourism Destinations
Beyond the well-established wine regions, the European Wine Tourism Index highlights a few emerging destinations that are gaining recognition in the wine tourism world. Germany (6th), with its world-famous Rieslings; Romania (7th), home to powerful reds from the Dealu Mare region; and Hungary (8th), known for the Tokaj wine region, are all emerging stars in the wine tourism scene.
Austria (9th), with its dedication to PDO wines, offers travellers scenic experiences in regions like the Wachau Valley along the Danube River. Bulgaria (10th), with its ancient winemaking tradition, rounds out the top 10, drawing wine tourists interested in exploring its unique terroir and discovering a rich history of winemaking dating back to ancient Thrace.
Exploring Europe’s Wine Regions
The wine tourism industry in Europe is still expanding and provides visitors with a wide range of interesting experiences. Europe continues to be the centre of wine tourism, from the famous vineyards of France and Italy to the newer travel destinations like Bulgaria and Germany. Europe’s wine regions are guaranteed to offer visitors unforgettable experiences, whether they want to tour historic vineyards, sample award-winning wines, or become fully immersed in the local wine culture.
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