If your version of vacation planning is equal parts vineyard mapping and snack logistics, there’s fresh intel you’ll want to swirl around: TUI Musement has launched the first-ever European Wine Tourism Index, ranking the continent’s most attractive countries for wine lovers. As reported by Amelie Maurice-Jones in The Drinks Business, “France topped the list, with a score of 85.3 out of 100.” Consider that your cue to dust off the carry-on and the corkscrew.
The headline trio shouldn’t shock anyone: France, Italy, and Spain take gold, silver, and bronze. Portugal and Greece round out the top five. But the real fun is in the middle of the pack: Hungary (hello, Tokaj), Germany (precision Riesling), Romania (Dealu Mare rising), Austria (46,000+ hectares dedicated to PDO/PGI wines), and Bulgaria (ancient Thracian roots) complete the top ten. Classic icons meet emerging upstarts—this is Europe’s wine scene evolving, not just resting on Bordeaux’s laurels.
Let’s talk how the sausage—sorry, the wine—gets made. The index is data-driven, weighing:
– Vineyard surface area (20%)
– Vineyard area dedicated to PDO/PGI wines (30%)
– Number of PDO/PGI registered wines (20%)
– Wine production volume (10%)
– International awards received (20%)
Sources include Eurostat, the OIV, EU registries, and the Decanter World Wine Awards 2025. Translation: this isn’t vibes-only; it balances scale, quality markers, and recognition.
There’s also timing. Wine and food travel is booming—over 91% of travelers aged 18 to 44 are interested, per TUI Musement. In the UK, WineGB reports a 55% bump in wine tourism since 2022. And globally, Portugal, Spain, and South Africa are flagged as top value plays for 2025. If you’re angling for a trip this year, book ahead and brace for fuller tasting rooms—then look for the regions diversifying beyond the classic bar-top pour.
Why? Because the traditional tasting model is shifting. James Osborn of Hambledon Wine Estate puts it plainly: “Hambledon Estate is an English winemaker in the business of hospitality,” he told The Drinks Business. The focus has widened to food-led occasions and broader experiences. Or as Osborn adds, “Wine doesn’t lead, but is implicit throughout all these.” (The Drinks Business) That means your itinerary can—and arguably should—include more than just a flight of reds and a souvenir cork.
Spain’s Ramón Bilbao in Rioja is already there: painting workshops, music events, even circus performances accompany the gastronomy-first programming. Call it tasting-plus: a pairing of culture with your Tempranillo that brings in new audiences and keeps regulars coming back. The piece goes further, noting wine tourism’s role in loyalty building and a pivot “beyond sustainability, towards regenerative tourism.” If you’ve ever wished your tasting fee did more than cover glassware, that’s the direction to watch.
How to use the index to plan smarter:
– If it’s your first rodeo: Start with the big three—France, Italy, Spain—and zero in on PDO/PGI-heavy areas for guaranteed range. Think Burgundy’s mosaicked crus, Piedmont’s Nebbiolo zones, and Rioja’s age-statement tiers.
– If you like the road less crowded: Consider Hungary’s Tokaj for botrytized magic and outrageous cellar history, Romania’s Dealu Mare for value and discovery, or Bulgaria for heritage vibes and a refreshingly unpretentious welcome.
– If you’re a Riesling hunter: Germany’s rising recognition isn’t news, but use it to justify a Mosel-to-Rheingau sprint. Awards data in the index often points to producers pushing quality.
– If you measure vacations in bites and sips: Seek estates layering on food experiences and events. Book lunch or dinner slots, not just tastings. You’ll learn more when wine supports the occasion rather than dominates it.
– If you care about impact: Ask about regenerative initiatives—soil health, biodiversity, community partnerships. The best hosts will talk your ear off, and you’ll leave feeling like you contributed to more than a tipsy afternoon.
One caveat: rankings are a helpful compass, not commandments. Awards favor regions with strong participation; PDO/PGI counts reflect regulatory frameworks as much as flavor fireworks. Use the index to identify fertile ground, then triangulate with seasonal calendars, producer openings, and local food scenes. Shoulder seasons often deliver the best combo of access and ambiance—think April/May or late September/October—without the peak-season crush.
The takeaway? Europe’s wine tourism is diversifying in both destination and experience. France still leads the parade, but the ensemble cast is getting louder—and tastier. Whether you’re chasing Grand Cru clout, hunting Tokaji Aszú, or lining up a vineyard lunch that accidentally lasts four hours, the new index is a solid planning tool. Just remember the golden rule: taste widely, travel lightly, and leave the place better than you found it. The surf might not be great in Burgundy, but the terroir is always firing.
Original reporting by Amelie Maurice-Jones for The Drinks Business.
Source: https://www.thedrinksbusiness.com/2025/09/where-are-europes-top-wine-destinations/
