Wine tourism has experienced substantial growth over the past decade, emerging as a vibrant and lucrative segment of the global wine industry. Beyond its economic value, the sector plays a key role in advancing sustainable development by diversifying rural economies, generating employment opportunities, and safeguarding both cultural and natural heritage.
However, despite its expanding influence, wine tourism continues to suffer from a critical shortage of reliable international data. This data gap hampers the ability of policymakers, industry stakeholders, and businesses to implement informed, strategic decisions that could further develop the sector.
In response, Geisenheim University has partnered with UN Tourism, the International Organization of Vine and Wine (OIV), the Great Wine Capitals Global Network (GWC), and WineTourism.com to launch a global survey aimed at collecting essential data directly from wineries. This initiative seeks to generate valuable insights that will contribute to shaping the future of wine tourism and support evidence-based planning and development.
Wineries worldwide are encouraged to participate in the survey, which represents a pivotal step toward a more informed and resilient global wine tourism industry. The results will be compiled into a publicly accessible report and formally presented at the 9th UN Tourism Global Conference on Wine Tourism, scheduled to take place in Plovdiv, Bulgaria, on 6–7 October 2025.
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