The Numbers Are In: What the 2025 Global Wine Tourism Report Means for the Next Gen
Whether you’re in the cellar, managing the spreadsheets, or crushing it on the cellar door floor, the future of our industry is being written right now—and the latest data shows that our generation is at the heart of it.
For the Rootlings crew, keeping a pulse on global trends isn't just about "networking"—it’s about staying ahead of the curve. Professor Gergely Szolnoki (from Geisenheim University) has just released the definitive guide to where the world of wine tourism is headed.
The 2025 Report: By the Numbers
This isn't your average local survey. This is a massive global deep-dive with insights from:
1,310 Wineries
47 Countries
Collaborators including UN Tourism, the OIV, and the Great Wine Capitals Global Network.
Why Should Rootlings Care?
The report highlights exactly what the next generation of wine professionals needs to know to thrive:
The Demographic Shift: While the 45–65 age bracket still leads the pack, the 25–44 segment (that’s us!) is rapidly gaining ground. This group isn't just looking for a drink; they are hungry for education, sustainability, and authentic storytelling.
Profitability & Resilience: For 2/3 of wineries, tourism is now a core profit driver, accounting for roughly 25% of total revenue. Even better? It’s being hailed as a vital tool for surviving industry crises.
Sustainability is Non-Negotiable: It’s no longer a "nice-to-have" buzzword. Sustainability is now a central business strategy for the majority of global players.
The Digital Gap: The report identifies a massive demand for better digitalization and social media engagement—areas where the Rootlings network is perfectly positioned to lead the charge.
Ready to level up your industry knowledge? The first full presentation of these results was recently captured in a dedicated webinar. It’s your chance to see how Australian wine tourism stacks up against the rest of the world and what trends you should be jumping on next.
