Wine tourism is definitely on the upswing, especially with younger folks, between 18 and 44, who are really keen on getting those immersive cultural and food experiences. A study by TUI Musement revealed that over 91% are highly interested in wine trips. Also, TUI Musement rolled out its first-ever European Wine Tourism Index, a detailed look at where to go for wine fans, and just in time for the grape season.

Robust Methodology

The European Wine Tourism Index looks at destinations through five main things: how much land is vineyards, what part is for wines with those protected names (PDO or PGI), how many wines are registered with those names, how much wine they make, and the international awards. They used data from places like Eurostat, the International Organisation of Vine and Wine (OIV), EU registers, and even the Decanter World Wine Awards 2025 – so it’s a pretty good guide if you're after some awesome wine trips.

France: The Pinnacle of Wine Tourism

France? It's the top spot, with a score of 85.2 out of 100. Seriously, it's known for its great wines and bags of awards. You get some amazing experiences if you head to places like:

    Champagne: Think UNESCO-listed cellars, bubbly wines.
    Burgundy: Loads of unique spots for growing wine, showing off the land.
    Bordeaux: Famous for old castles and high-end wines.

France mixes history, know-how, and new ideas to stay the best wine spot.

Italy and Spain: Powerhouses of Oenology

Italy comes in second. They have the most wines with the PDO/PGI thing and make loads of wine. Areas like Tuscany, you know, with the Chianti hills, Piedmont, famous for Barolo, and Puglia, for its bold red wines, they attract people with their traditions and local grapes.

Spain is third, with over 900,000 hectares of vineyards—about 97% for PDO/PGI wines. The land's different, and you get Rioja, Ribera del Duero, Andalusian sherry, plus those cool volcanic wines from Lanzarote. It's a mix of tastes and views.

Emerging Wine Destinations

Beyond the big names, a few other countries in Europe are getting noticed:

    Portugal (4th): The Douro Valley, lovely river cruises, old estates, nice views, world-class ports and wines.
    Greece (5th): Local grapes like Assyrtiko and Liatiko, some stories and history, making Greece a place to watch.
    Germany (6th): The Rhine Valley's Rieslings, crisp and elegant, bringing in the wine people.
    Romania (7th): Dealu Mare, strong reds, putting it on the wine map.
    Hungary (8th): Tokaj's UNESCO-listed sweet wines, an experience of its own.
    Austria (9th): The Wachau Valley, nice views and great wines, too.
    Bulgaria (10th): Old Thracian lands bringing back the wine tradition.

A New Generation of Wine Travelers

There's a bigger interest in wine trips now, especially among younger travelers. They want real, sensory experiences that mix culture, food, and seeing new things. From Champagne cellars to Lanzarote's volcanic wines, wine tourism is an interesting way to check out Europe's landscapes and history. And as it keeps growing, places are adding new things, like vineyard tours, harvest parties, and special tastings.