Home » TRAVEL DESTINATION NEWS » France, Italy, Spain, Portugal and Greece Offering Unmatched Wine Tourism Adventures with Rich Heritage Stunning Vineyards and Award-Winning Wines
Published on
September 18, 2025
France, Italy, Spain, Portugal, and Greece are dominating the world of wine tourism with exceptional vineyards, unrivaled heritage, and breathtaking culinary experiences because each of these countries offers a unique blend of history, culture, and world-class wine production that attracts travelers from all over the globe. France, with its legendary wine regions like Bordeaux and Champagne, leads the way with centuries of winemaking expertise and a rich cultural legacy that captivates wine enthusiasts. Italy, known for its diverse terroirs from Tuscany to Piedmont, offers both renowned wines and authentic gastronomic experiences that draw visitors year-round. Spain’s expansive vineyards, from Rioja to Andalusia, provide travelers with a vast array of wine varieties and immersive tours, making it an exciting destination. Portugal, with its famous Douro Valley and award-winning wines, lures visitors with scenic vineyards and intimate wine-tasting experiences. Lastly, Greece, home to ancient winemaking traditions and indigenous grape varieties like Assyrtiko, provides an unparalleled blend of history, natural beauty, and unique wine offerings, all contributing to its growing status as a top wine tourism destination. Together, these countries are setting the global standard for wine tourism, offering unforgettable experiences for those looking to explore the culture, landscapes, and flavors of Europe’s most iconic wine regions.
Exploring the Growing Popularity of Wine and Food Tourism in Europe: A New Index Reveals the Best Destinations
Wine and food tourism continues to captivate a significant portion of the global travel market, with more than 91% of travelers expressing an interest in wine-related experiences, according to a recent survey by TUI Musement. As this demand rises, a growing number of travelers are seeking unique ways to indulge their passion for wine and gourmet cuisine while exploring the cultural and scenic landscapes of Europe. In response to this trend, TUI Musement has unveiled the first-ever European Wine Tourism Index, which ranks the most attractive destinations for wine lovers. This innovative index coincides with the start of the grape harvest season, shedding light on the countries that excel in wine production, recognition, and tourism potential.
The European Wine Tourism Index is a comprehensive evaluation tool that ranks wine-producing countries based on five key factors that contribute to a country’s overall appeal for wine tourism. These factors include:
Vineyard Surface Area – The total land dedicated to vineyards.Protected Wine Designations – The area under PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) regulations, ensuring quality and regional authenticity.Wine Variety – The number of registered wines falling under these prestigious designations.Wine Production Volume – The total output of wine from each country.International Recognition – The number of international awards won by wines from each region.
These categories provide a well-rounded measure of a country’s wine tourism potential, using data from sources such as Eurostat, the International Organisation of Vine and Wine (OIV), EU wine registries, and the Decanter World Wine Awards 2025.
Top Destinations for Wine Lovers
France comes out on top in the rankings with a score of 85.2 out of 100, driven by its extensive vineyard landscape and dominance in international awards. The country’s renowned wine regions, such as Bordeaux, Burgundy, and Champagne, are synonymous with world-class wine tourism. These regions not only produce some of the most iconic wines globally but also offer tourists immersive experiences that blend historical estates with fine dining and picturesque vineyard tours.
In second place is Italy, which boasts the highest number of PDO and PGI wine designations in Europe. Tuscany, the birthplace of Chianti and Montepulciano, alongside Piedmont with its prized Barolo and Barbaresco wines, continue to attract millions of international visitors. Italy’s legacy in wine production and its cultural ties to food make it a top destination for travelers seeking an authentic and flavorful wine journey.
Spain, ranked third, has more than 900,000 hectares of vineyards, with nearly 97% of the land dedicated to PDO and PGI wines. Spanish wine tourism is marked by its incredible diversity, from the full-bodied reds of Rioja and Ribera del Duero to the unique sherry wines of Andalusia and the volcanic whites from Lanzarote. Each region offers visitors distinct flavors, a rich history, and vibrant cultural experiences.
Coming in fourth is Portugal, known for its high concentration of award-winning wines. The Douro Valley, with its terraced vineyards nestled along the winding river, remains one of the country’s top destinations for wine lovers. Visitors can explore scenic vineyards and indulge in river cruises that provide an immersive view of the country’s stunning winemaking traditions.
Greece, which ranks fifth, stands out for its deep-rooted winemaking history dating back to the Mycenaean civilization. Greek wine tourism offers a blend of heritage, breathtaking landscapes, and delicious wines made from indigenous grape varieties like Assyrtiko in Santorini and Liatiko in Crete. These unique wine tours continue to attract travelers interested in exploring the cultural richness of Greece’s ancient vineyards.
Emerging Wine Destinations in Europe
The European Wine Tourism Index also highlights emerging markets that are gaining momentum as attractive wine destinations:
Germany (6th): Known for its exceptional Riesling wines, Germany’s wine regions along the Rhine and Mosel Rivers are becoming increasingly popular with wine enthusiasts.Romania (7th): Romania’s Dealu Mare region is making a name for its powerful red wines, offering a distinctive taste of Eastern Europe’s wine heritage.Hungary (8th): Hungary’s Tokaj region, famous for its UNESCO-listed sweet wines, is gaining recognition as a premier wine tourism destination.Austria (9th): Austria’s Wachau Valley, located along the scenic Danube River, is renowned for its high-quality PDO wines, attracting tourists seeking both natural beauty and exceptional wines.Bulgaria (10th): With a winemaking history rooted in ancient Thrace, Bulgaria offers travelers a chance to discover its unique wine culture, particularly in regions like Plovdiv and the Black Sea coast.The Role of Wine in Destination Branding
The launch of the European Wine Tourism Index highlights how wine heritage has become a powerful driver for branding destinations and diversifying visitor experiences. Younger travelers, particularly those aged 18 to 44, show a strong preference for wine and food-related activities, presenting a unique opportunity for regions and operators to tailor their experiences to this growing demographic.
Wine tourism is more than just a niche market—it has become an integral part of regional identity and economic growth. As more travelers seek authentic experiences that combine culture, gastronomy, and scenic beauty, wine tourism is poised to become an even more influential segment of the travel industry. Whether exploring the historic vineyards of Bordeaux, savoring a glass of Chianti in Tuscany, or discovering the volcanic wines of Lanzarote, there’s no shortage of breathtaking destinations that cater to wine lovers around the world.
France, Italy, Spain, Portugal, and Greece are leading the wine tourism world with their rich winemaking traditions, breathtaking vineyards, and unique cultural experiences, offering travelers an unforgettable journey through Europe’s finest wine regions. Each country’s exceptional wines and scenic landscapes make them premier destinations for wine enthusiasts seeking both heritage and adventure.
By blending rich history, terroir, and food culture, European countries are tapping into the rising demand for wine tourism, offering experiences that will continue to captivate visitors for years to come. With the European Wine Tourism Index now available, wine enthusiasts have a new resource to plan their next unforgettable wine-focused getaway.
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