The newly released “Global Wine Tourism Report 2025” reveals that gastronomy-integrated travel is rapidly emerging as one of the most dynamic segments of the world tourism economy. Wine-focused routes are no longer just gourmet experiences — they have evolved into a multibillion-dollar investment field.
Gastronomy Travels Are Defining the New Route
According to data from the International Wine and Tourism Council (IWTC), the global volume of wine tourism has reached $60 billion as of 2025, marking a 35% increase compared to 2020. Each year, around 65 million travelers worldwide journey specifically to visit vineyards, gastronomic routes, and boutique producers.
Among the most popular destinations are Tuscany (Italy), Bordeaux (France), Mendoza (Argentina), Napa Valley (USA), and La Rioja (Spain).
In the Asian market, Japan and China’s Yunnan region are emerging as rapidly growing centers of “new vineyard tourism.”
Opportunities for Türkiye: Cappadocia and Thrace on the Rise
The report identifies Türkiye among the “high-potential emerging markets.”
Regions such as Cappadocia, Thrace, and Denizli stand out with their boutique vineyard houses, organic production chains, and hotel concepts that combine gastronomy and sustainability.
Notably, the Thrace Vineyard Route has seen a 40% increase in visitor numbers over the past five years, doubling local producers’ export revenues.
The New Investment Trend: Experiential Luxury
Another highlight of the report is the growing focus on experience-based wine tourism investments.
Global investors are moving beyond traditional vineyard tours to develop new models that integrate art galleries, gastronomy festivals, and digital tasting experiences.
By 2026, total planned investment in this area is expected to exceed $1.3 billion.
As wine tourism continues to reshape the traditional travel landscape, it redefines the balance between local production and global experience.
For countries like Türkiye, rich in gastronomic diversity, this trend presents a strategic opportunity — both for brand tourism and for sustainable regional development.
