A new global research initiative has just been launched to map the trends and challenges in wine tourism – one of the fastest-growing segments of the wine industry. Led by Geisenheim University in collaboration with WineTourism.com, UN Tourism, OIV, and the Great Wine Capitals Network, the study aims to close the data gap in the field and deliver valuable insights through a free annual report.
The initiative is closely aligned with the values of Concealed Wines. Notably, the founders of Concealed Wines also established WineTourism.com and today remain majority shareholders – a connection that reflects a shared commitment to long-term industry growth through collaboration, innovation, and non-profit action.
This project is set to benefit wineries and tourism stakeholders by providing up-to-date global data. The first report, based on this year’s survey, will be presented at major events later in 2025, including the UN Tourism Wine Tourism Conference and the Great Wine Capitals Annual Conference.
Wineries worldwide are encouraged to take part in the survey and contribute to shaping the future of wine tourism.
We encourage our producer partners and all wineries to participate in this valuable initiative and contribute their voice to shaping the future of wine tourism. Your insights matter – not only for your own growth but for the collective progress of the global wine community.
Together, we can create a more connected, informed, and resilient industry – one that welcomes new ideas, honors tradition, and embraces sustainability.
Final report and updates on this research will be published here.
