Vineyards, tradition and culture place Spain in the top 3 for wine tourism
8 October, 2025Spain is on the European wine tourism podium, in third place behind only France and Italy, according to the first European Wine Tourism Index compiled by TUI Musement. The report, presented to coincide with the grape harvest, highlights the combination of wine-growing area, certified quality and diversity of experiences as the keys to its leadership.
With more than 900,000 hectares of vineyards, Spain has the largest vineyard area in Europe. In addition, 97% of this land has a protected designation of origin (PDO) or protected geographical indication (PGI), placing the country at the forefront of quality standards.
Spain’s wine tourism offer includes wine routes, specialised museums and local activities ranging from century-old wineries in La Rioja and Ribera del Duero, to the innovative experiences of Andalusian Jerez or the volcanic wine tourism of Lanzarote, where vines grow on black ash.
The boom in this segment is reflected in growing international demand: 91% of European tourists are interested in wine and food experiences, especially among travellers aged 18-44.