Wine lovers

Wine tourism, the value of wine bought in the cellar rises by 28%.

According to Divinea, with an unchanged number of bottles sold (8.5 per visit), expenditure rose to 179 euro. On a sample of around 400 companies, the cost of the experience has risen by 40% in two years (average 37 euro per person)

30 April 2025

Gli enoturisti tra i 31 e i 45 anni sono il 43%, seguiti da 18-30enni che però nel 2024 sono passati dal 32,2% al 28,8%

4' min read

The number of wine tourists is increasing. The price they are willing to pay for an (increasingly complete) winery experience goes up. And the average value of the bottles that are purchased at the end of the visit is growing. These are the trends that emerge most clearly from the 2025 edition of the report that Divinea produces by analysing the data provided by the more than 400 wineries that use its CRM (customer relationship management) software, Wine Suite.

These numbers cannot therefore be generalised to the universe of wineries that open their doors to tourists, "but they are nevertheless indicative of an undeniable trend of development and transformation of the offer, of which the wineries that have decided to invest in an IT management system like ours are the vanguard," says Filippo Galanti, co-founder of Divinea. An investment that, among other things, is within the reach of all companies, as demonstrated by the composition of our clients, 40% of whom produce between 50 thousand and 250 thousand bottles and another 27% between 25 thousand and 50 thousand bottles".

It is therefore not from this report that the overall weight of wine tourism activity can be deduced, which however insiders see as growing and for which Nomisma in 2023 estimated a turnover of EUR 2.9 billion, with 40% of wine-growers declaring their intention to start new activities in this area.

According to Divinea,the number of visitors grew steadily: +12.7% between 2022 and 2023 and +22.6% the following year. In 2024, almost 42% of bookings came from foreign tourists, compared to 35% in 2023. In the lead are wine lovers from the US with 30%, followed by Germany (9.1%) and the UK (7.5%). The peak of presences is in September (12.7%), but similar quotas are recorded from May to October, with a "confirmation of the progressive deseasonalisation", the report states.

The average value per booking has risen by 40% in two years, reaching EUR 129 in 2024 (excluding purchases and 'extras'). The size of groups also increased, with an average of 3.5 people per booking, so the average cost per person is around EUR 37. The most requested experiences range from 21 to 35 euro per person (38.6%), followed by those between 36 and 50 euro (29.5%), "confirming a greater propensity of visitors to invest in more complete and immersive activities". Receipts up to EUR 20 fell to 13% (from 20.2% the previous year), while the demand for experiences between EUR 50 and EUR 100 grew (17.6%, up 5.7 points). Those over 100 euro remain a niche (1.4%), "but indicate a public willing to invest in exclusive experiences".

More generally the duration of visits has lengthened from two hours to two hours and fifteen minutes: "This is a sign of increasing visitor involvement," says Galanti. So much so that more than 78% of wine tourists buy wine at the end of the visit, "demonstrating the effectiveness of experiences as a sales lever". Above all, 2024 also moved the receipt from direct sales at the winery much higher, averaging almost 179 euros per head (+27.7% over 2023, which had already recorded a 19% growth). In terms of quantity, however, the purchase is constant at 8.5 bottles as in 2023 (it was 8.2 bottles for an expenditure of €117 in 2022): although the increase can also be attributed to the rise in price lists, "it is above all a confirmation of a growing interest in higher-end wines".

A phenomenon that, according to Galanti, 'can be directly linked tothe growth in the professionalism of personnel dedicated to wine tourism, which until recently was considered residual and perhaps entrusted to those who had other tasks in the company. Now instead there are increasingly specialised figures who know languages and have more cultural and commercial skills as well as technical ones. A greater capacity for relations also becomes the ability to advise and accompany the purchase, which increases in value'.

More difficult to gain customer loyalty in terms of ecommerce: after a 2023 with a 14% increase, 2024 saw a slight decrease in the value of the average online order (180.7 euro, -1.8%). However, small orders are increasing: one third are less than three bottles.

On the supply side, catering or wine-pairing is present in 51.8% of wineries compared to 46.2% in 2023, while the sale of local gastronomic products rises from 34.4% to 37.3%. Overnight accommodation remains substantially unchanged (just under 40%), as does pet-friendly accommodation (just over 60%). Sports and wellness activities are offered by 29% of the wineries, up from 26.7% in 2023. 12.5% have charging stations for electric cars and bikes.

But who is the typical wine tourist? More women are booking (56.5%) and groups are catching up with couples (down from 59 to 55%). Age distribution sees a good but decreasing presence of young people, consistent with the downward trend in consumption. Wine tourists between the ages of 31 and 45 are in the majority (43.3%), followed by 18-30 year olds, who have fallen from 32.2% to 28.8% in the last year; the share of 46-60 year olds is growing instead (20.4%).

Emiliano SgambatoResponsabile Food24
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Luogo: Milano
Lingue parlate: Inglese
Argomenti: Agroalimentare, mercato immobiliare, arredo-design
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Wine tourism, the value of wine bought in the cellar rises by 28%.

According to Divinea, with an unchanged number of bottles sold (8.5 per visit), expenditure rose to 179 euro. On a sample of around 400 companies, the cost of the experience has risen by 40% in two years (average 37 euro per person)

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