Home » EUROPE » Romania Joins The New Wave Of Wine Tourism Powerhouses In Europe Like Portugal, France, Italy, Spain, Hungary, Greece, And More As It Welcomes A New Generation Of Enthusiastic Wine Seekers Looking For Rich And Authentic Experiences
Published on
September 22, 2025
The popularity of wine tourism is rapidly increasing, especially among younger generations aged 18 to 44, who are eager to explore authentic, immersive cultural experiences that combine local traditions, food, and drink. A recent survey by TUI Musement revealed that over 91% of individuals in this demographic are highly interested in wine-related travel. To cater to this growing demand, TUI Musement launched its first-ever European Wine Tourism Index, a detailed guide highlighting some of the best destinations for wine enthusiasts, perfectly timed with the commencement of the grape harvest season.
A Detailed Approach to Wine Tourism
The European Wine Tourism Index evaluates wine destinations across five key criteria: the proportion of land dedicated to vineyards, the extent of vineyards producing wines with protected designations of origin (PDO) or geographical indications (PGI), the number of registered PDO/PGI wines, the volume of wine produced, and the recognition these regions receive from international wine awards. To compile this index, data was sourced from a variety of reputable organizations, including Eurostat, the International Organisation of Vine and Wine (OIV), EU wine registers, and even the prestigious Decanter World Wine Awards. This methodology ensures that the index serves as an authoritative resource for anyone planning a wine-focused trip.
France: The Heart of Wine Tourism
France continues to lead the world in wine tourism, earning an impressive score of 85.2 out of 100 in the index. The country’s reputation for producing world-class wines, along with its rich history and numerous accolades, makes it a must-visit for wine enthusiasts. Iconic regions such as Champagne, Burgundy, and Bordeaux are especially popular:
Champagne: Known for its UNESCO-listed cellars and the production of world-famous sparkling wines, Champagne offers visitors a chance to explore the history and craftsmanship behind some of the finest bubbly in the world.Burgundy: Renowned for its picturesque landscapes and unique vineyards, Burgundy is a region where wine is intricately tied to the land, showcasing centuries-old traditions of viticulture.Bordeaux: Famous for its luxurious châteaux and exceptional wines, Bordeaux is a haven for those seeking a taste of high-end French wine culture.
France’s ability to blend centuries-old traditions with modern winemaking techniques ensures that it remains the gold standard in wine tourism.
Italy and Spain: Wine Powerhouses
Italy ranks second in the index, thanks to its extensive vineyards and the large number of wines produced under PDO and PGI regulations. Italian wine tourism thrives in regions like Tuscany, Piedmont, and Puglia:
Tuscany: Famous for its rolling hills and historic vineyards, Tuscany is home to the Chianti wine region, which attracts wine lovers with its rich reds and scenic beauty.Piedmont: Known for Barolo and other prestigious wines, Piedmont is a region where food and wine culture are deeply intertwined, making it a prime destination for culinary wine tours.Puglia: This region is celebrated for its bold red wines, particularly Primitivo, and offers a more rustic, traditional wine experience.
Spain comes in third, with over 900,000 hectares of vineyards—97% of which are dedicated to PDO/PGI wines. Spanish wine regions like Rioja, Ribera del Duero, and Andalusia offer diverse flavors and unique landscapes:
Rioja and Ribera del Duero: These famous wine regions are known for producing some of Spain’s finest red wines, offering travelers a chance to explore their rich history and vinous heritage.Andalusian Sherry: The region of Jerez de la Frontera is synonymous with sherry production, providing a unique and cultural wine experience.Lanzarote: Known for its volcanic soil, Lanzarote produces distinctive wines that stand out in both taste and appearance, adding an adventurous element to wine tourism.Emerging Wine Regions
In addition to the classic wine destinations, several emerging regions are gaining recognition for their wine tourism offerings:
Portugal: The Douro Valley is particularly notable for its scenic river cruises, historic estates, and world-class port wines.Greece: Known for indigenous grape varieties like Assyrtiko and Liatiko, Greece is becoming increasingly popular for its combination of historical significance and wine culture.Germany: The Rhine Valley is renowned for its elegant Riesling wines, making it a key destination for wine aficionados seeking crisp and refined white wines.Romania: The Dealu Mare region is making a name for itself with its strong, characterful red wines, drawing more attention to Romania’s wine scene.Hungary: Tokaj, known for its UNESCO-listed sweet wines, offers a unique and indulgent wine experience that draws wine tourists eager to try something different.Austria: The Wachau Valley, with its stunning views and high-quality wines, is becoming an increasingly popular choice for wine tourism.Bulgaria: This country, known for its ancient wine-making traditions dating back to the Thracians, is rediscovering its rich wine culture, making it an exciting destination for those interested in history and wine.The New Wave of Wine Travelers
There is a noticeable shift in the demographic of wine tourists, with younger travelers particularly eager to explore wine regions. These wine enthusiasts are looking for more than just tasting sessions—they are interested in immersive experiences that allow them to connect with local culture, cuisine, and history. For many, wine tourism offers a chance to experience new landscapes, taste wines with distinct regional characteristics, and engage in activities like vineyard tours, harvest celebrations, and exclusive tastings.
The rise of wine tourism reflects a broader trend towards experiential travel, with many destinations catering to these evolving interests. Whether it’s exploring the cellars of Champagne, savoring the volcanic wines of Lanzarote, or discovering the ancient vineyards of Greece, wine tourism offers a unique way to discover Europe’s rich cultural heritage through its wines.
As wine tourism continues to grow, more destinations will likely offer specialized experiences that cater to this emerging generation of travelers, ensuring that the allure of wine regions will remain strong for years to come.
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