An assortment of Greek wines. Credit: Greek Reporter
Wine tourism in Greece and across Europe is experiencing a significant surge, fueled by a new generation of travelers aged 18 to 44 who seek authentic experiences that blend wine, gastronomy, and culture. A survey by TUI Musement found that over 91 percent of respondents are highly interested in travel with a focus on wine.
In response, TUI Musement has created the first European Wine Tourism Index, ranking destinations based on objective criteria such as vineyard area, the percentage of Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) wines, production volume, and international awards.
The methodology draws on data from reputable sources such as Eurostat, the International Organization of Vine and Wine (OIV), and the Decanter World Wine Awards 2025.
Greece’s ascent to the top tier of wine tourism
The most notable finding for Greece is its impressive rise to 5th place on the index, positioning it as a dynamic and emerging force in European wine tourism. While France, Italy, and Spain remain dominant—with France at the top (85.2/100) and Italy and Spain close behind—Greece is establishing itself as a compelling alternative for travelers seeking a different kind of wine journey.
France, ranked first, is a benchmark for wine tourism with iconic regions like Champagne, Burgundy, and Bordeaux, which expertly combine history, expertise, and innovation. Italy follows in second, distinguished by its vast number of PDO/PGI wines and high production, offering rich wine routes from Tuscany to Puglia.
Spain, in third, boasts the largest vineyard area in the world, showcasing a diverse range of wines from the classic Rioja to the unique volcanic wines of Lanzarote.
A new wave of European wine destinations
Beyond the traditional powers, a new group of countries is gaining momentum in wine tourism:
Portugal (4th): Portugal is celebrated for its Douro Valley and internationally recognized Port wine.
Greece (5th): Greece is distinguished by its remarkable indigenous grape varieties, such as the white Assyrtiko and the red Liatiko. These grapes carry a profound historical and cultural legacy, offering travelers an unparalleled taste of the country’s ancient winemaking tradition.
Germany (6th): Germany is known for the cool elegance of its Riesling wines from the Rhine region.
Romania (7th): Romania is a rising star, producing dynamic red wines from the Dealu Mare region.
Hungary (8th): Hungary is famous for its UNESCO-protected sweet Tokaj wines.
Austria (9th): Austria combines breathtaking natural beauty with excellent wines from the Wachau Valley.
Bulgaria (10th): Bulgaria is reviving its ancient Thracian wine traditions.
The growth of wine tourism underscores a shift in traveler preferences toward authentic, multi-sensory experiences. From world-famous champagnes to the volcanic wines of Santorini, wine-focused trips now offer more than just tastings—they provide a deeper connection to a destination’s culture, history, and landscape.
With this trend gaining momentum, Greece’s unique terroir and historical identity are perfectly positioned to attract a new generation of discerning travelers.
Related: The Cretan Who Made Greek Wines Famous in Florida
Dining and Cooking