Wine tourism grows as travellers seek culture, scenery and world-class wines. France, Italy and Spain lead the list, with new destinations making the top 10.

The popularity of wine and food travel experiences continues to grow. A study by TUI Musement, a leading provider of tours and activities, reveals that over 91% of respondents are interested or very interested in this type of activity, with the strongest appeal among travellers aged 18 to 44.

In line with this trend, and coinciding with the grape harvest season, TUI Musement has launched the first European Wine Tourism Index, ranking the most attractive countries for wine lovers. While the survey highlights travellers’ growing demand, the index itself is based on data and official sources, offering a comparative perspective between wine heritage and the tourism potential of each destination.

The ranking was built on five key categories: vineyard surface area, vineyard area dedicated to protected designations of origin (PDO) and protected geographical indications (PGI) wines, number of registered wines under these designations, wine production volume, and international awards received. Data sources include Eurostat, the International Organisation of Vine and Wine (OIV), official EU registries, and the Decanter World Wine Awards 2025.

France, Italy and Spain top the ranking, followed by Portugal and Greece. The top 10 also includes Germany, Hungary, Romania, Austria and Bulgaria, which are emerging as new highlights on Europe’s wine tourism map.

France leads the ranking with a score of 85.2 out of 100 and the highest number of international awards. Among its most acclaimed wine regions are Champagne, home to UNESCO-listed historic cellars; Burgundy, where more than 1000 vineyard plots (“Climats”) each boast their own identity; and Bordeaux, where visitors can enjoy tastings at world-famous châteaux.

Italy ranks second, with the largest number of protected designations of originand protected geographical indications, as well as being Europe’s largest wine producer. Travellers can immerse themselves in local culture while exploring Tuscany – birthplace of Chianti and Montepulciano – or Piedmont’s rolling hills of Barbaresco and Barolo.

Spain comes third, with more than 900000 hectares of vineyards, 97% of which are dedicated to PDO and PGI wines, leading Europe in both categories. Its wine offering is as diverse as its landscapes: from the renowned reds of Rioja and Ribera del Duero, to Andalusian sherry and the distinctive whites of La Geria (Lanzarote), where vines grow on volcanic soil.

Portugal, in fourth place, stands out for the high number of award-winning wines. One of the most complete wine tourism experiences is exploring the Douro Valley, combining panoramic river cruises past steep terraced vineyards with visits to local wineries to taste its famous fortified wines.

Greece, ranked fifth, boasts a winemaking tradition dating back to the Mycenaean civilisation. Today it is renowned for its wide range of native grape varieties, such as Assyrtiko in Santorini and Liatiko in Crete. Guided tours and tastings offer visitors the chance to savour unique wines while discovering how landscape, mythology and the art of sharing shape the country’s winemaking culture.

Emerging wine tourism destinations in the top 10

Beyond the classic wine destinations, the index also highlights Europe’s rising wine tourism stars.

Germany (6th) stands out for its celebrated Rieslings;

Romania  (7th) for powerful and aromatic reds from the Dealu Mare region; and

Hungary  (8th), home to Tokaj, a UNESCO World Heritage site with a centuries-old winemaking tradition and world-famous sweet wines.

Austria (9th), with over 46000 hectares of vineyards dedicated to protected designation wines, offers unique experiences in the Wachau Valley along the Danube.

Bulgaria rounds out the top 10, with a unique terroir and a winemaking history that dates back to ancient Thrace, positioning itself as a strong contender on Europe’s wine tourism map.