Wine tourism in France experienced a boom in 2024, attracting an increasing number of wine lovers and adventurers seeking unique experiences. That year, an impressive 10 million tourists visited the country’s wine regions, with a significant portion—around 4.2 million—coming from abroad.

The growing trend of wine tourism

Visitors were not only drawn by wine tastings but also by a wide range of additional activities. Data showed that as many as 75% of guests decided to take home a bottle or two. Financial indicators recorded a steady increase in winery revenues. Between 2017 and 2019, winemakers’ earnings in certain areas rose by more than 34%, further confirming the rising popularity of wine tourism.

In addition to traditional winery tours, visitors enjoyed interactive experiences. Wine tastings paired with cheese or chocolate became a major hit. Furthermore, themed vineyard walks attracted both young travelers and families with children.

Find the latest news here.

The most visited wine regions

Among all wine destinations, Nouvelle-Aquitaine led the way with an impressive 6 million visitors. This region, home to famous wine routes in Médoc and Saint-Émilion, offered authentic experiences that drew visitors from around the world.

Champagne was another region that saw significant growth, with 3.5 million visitors exploring historic cellars and sophisticated gastronomic tours. UNESCO recognized the importance of this area by including “Champagne Hillsides, Houses, and Cellars” on the World Heritage List, further increasing tourist interest.

Burgundy also ranked high, attracting 2.8 million guests, while Provence and Alsace welcomed approximately 2 million and 1.8 million wine enthusiasts, respectively.

Provence was renowned for its refreshing rosé wines, while Alsace offered a unique blend of wine and cultural tourism through visits to picturesque villages and historic landmarks.

New trends in wine tourism

Wine tourism was increasingly becoming an interactive and entertaining experience. In addition to standard tastings, workshops grew in popularity, allowing visitors to create their own wine blends or learn the basics of enology.

Many wineries organized summer festivals, music nights, and vineyard picnics, providing unforgettable moments for their guests.

Factors driving growth

Several factors contributed to the rise of wine tourism in France. Lower inflation allowed people to allocate more money for short getaways and indulgent experiences. The easing of health measures led to an increase in spontaneous travel.

Follow us on our Facebook and Instagram pages to stay up to date with the latest tourism news.