Wine tourism on the Wine Routes of Spain generates an economic impact of more than 100 million euros.
– The Report on Visits to Wineries and Museums of the Wine Routes of Spain, referring to the year 2023, registers 2.97 million visitors, 18.2% more than the previous year.
– The most visited Wine Routes of Spain during 2023 were Rioja Alta, Marco de Jerez and Ribera del Duero.
Alcázar de San Juan, 6 June 2024. – The Spanish Association of Wine Cities (ACEVIN) has presented the sixteenth Annual Report on Visits to Wineries and Wine Museums associated with the Wine Routes of Spain product club. This new report, prepared through the Tourism Observatory of the Wine Routes of Spain, includes data referring to the year 2023; data that reflect the excellent evolution of wine tourism in our country, as well as the complete recovery after the global slowdown of 2020.
The total number of visitors to the wineries and wine museums associated to Rutas del Vino de España during 2023 amounts to 2,977,115, 18.2% more than those registered in 2022 and a figure that is practically at the maximum recorded during the previous periods. The increase in visitors also entails another new increase in the economic impact of wine tourism, within the tourist activity associated with the two types of establishments taken into account in this report (wineries and wine museums that make up the Wine Routes of Spain). And, in this aspect, the figure reached on this occasion is a record figure of over 100 million euros (102,208,200 euros), well above the impact generated at the time of the highest number of visitors. This fact is related, among other factors, to the increase in the number of Routes that make up the brand or the average expenditure of wine tourists.
It is worth remembering once again that this economic impact figure is only calculated taking into account wineries and museums, the two types of establishments to which a visit can be objectively attributed.
The economic impact is calculated only taking into account wineries and museums, the two types of establishments to which a visit motivated by a purely enotourist interest can be objectively attributed. To this should be added the expenditure involved in the tourist’s trip, attributable to other establishments in the destination (and which also form part of the Wine Routes of Spain), such as accommodation, restaurants or activity companies. In this way, the total economic impact would be much greater.
A rough estimate would lead us to be able to say that the global economic impact represented by the wine tourism of the 37 Wine Routes of Spain would be three times the figure registered in
wineries and museums.
Rioja Alta, at the head of the most visited routes
The data in this new report are very similar in many respects to the previous one, highlighting the general upward trend in terms of visits and spending at the destination. The register of visitors to the establishments analysed (wineries and museums) on each Wine Route makes it possible to establish a classification in which the differentiation and specificity of each of the Routes must always be taken into account.
Thus, in global terms, the Routes which have received the highest number of visitors during the year 2023 have been the Rioja Alta Wine Route (389,399 visitors), the Wine and Brandy of the Marco de Jerez Wine Route (382,716 visitors) and the Ribera del Duero Wine Route (368,537 visitors). They are followed by others such as the Penedès Wine Route (305,590 visitors), the Rioja Alavesa Wine Route (360,011 visitors) and the Calatayud Wine Route (228,096 visitors).
In general terms, 70.5% of these visitors correspond to wineries and 29.5% to museums. In both cases, visits have increased during 2023. The Wine Routes with the highest number of visits to wineries are Marco de Jerez (341,273), Rioja Alta (313,813), Penedès (294,099), Rioja Alavesa (245,617), Ribera del Duero (248,613) and Rías Baixas (99,264). The regions with the highest number of visits to museums were Calatayud (223,419), Ribera del Duero (119,924), Arlanza (108,177), Rioja Alta (75,586), Madrid (41,746) and Marco de Jerez (41,443).
The new report confirms the prevalence of the national visitor (representing 78.8% of the total) but shows a new increase in the percentage of the international visitor, something that, among other factors, can be related to the constant promotion that, for years, the brand has been carrying out in collaboration with Turespaña, in addition to the actions of each Route. The Wine Routes with the highest percentage of international tourists are Ronda-Málaga, Gran Canaria and Penedès.
More offer and new Routes
Another of the data included in this report focuses on the offer of services. During 2023, the range of wine tourism services offered by the Wine Routes of Spain brand also grew, exceeding 2,600 companies and reaching 796 entities associated with the managing bodies. Wineries, accommodation and restaurants are the main establishments which, in addition, present a themed and specialised offer based on wine culture. They are followed by themed leisure companies and museums and interpretation centres, which complete the brand’s wine tourism and cultural offer. Other services integrated in the Wine Routes of Spain are shops, travel agencies, wine shops and wine bars, transport companies and tourist guides.
The Wine Routes of Spain product club also grew during the year 2023 in terms of the number of Routes: after completing the certification process, the Almansa Wine Route joined the brand which, since then, now totals 37 destinations all over the country. The constant interest of the Spanish wine-growing territories in the creation of quality wine tourism products such as those represented by the Wine Routes of Spain is, without a doubt, a more than successful way to strengthen this sector which, at the same time, successfully boosts the economy of rural areas.
October and August, the months with the highest number of visitors
In terms of the distribution of visits throughout the year, October is once again the month with the highest number of visits to wineries and museums, generally coinciding with the grape harvest. For the second year in a row, August occupies second place in this ranking, a trend that highlights the consolidation of wine tourism as a product in its own right: the fact that wine tourism reaches this ranking in August, which is the month where sun and beach destinations prevail, indicates the high level of interest in destinations related to wine culture.
The Report on Visitors to Wineries and Museums of the Wine Routes of Spain is one of the two that ACEVIN and the Wine Routes of Spain carry out every year to analyse the supply and demand of wine tourism in our country. These reports are carried out by the Observatorio Turístico de Rutas del Vino de España, the only organisation that currently carries out regular, contrasted analyses with a wide and sufficiently representative population.
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The new Report on Visits to Wineries and Wine Museums of the Wine Routes of Spain is available in its entirety on the website of the Wine Routes of Spain www.wineroutesofspain.com
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Wine tourism on Spain’s Wine Routes generates an economic impact of over 100 million euros
