Spanish wine tourism reaches historic figures in 2024
Wine culture deseasonalizes national tourism in Spain
The Wine Routes of Spain exceeded three million visitors in 2024, generating an economic impact of over 112 million euros. The sector consolidates its maturity with 10% growth and unprecedented deseasonalization across the country’s wine regions.
Marco de Jerez regains leadership in the sector
Barcelona, 26/01/26
The seventeenth Annual Report from the Spanish Association of Wine Cities (ACEVIN) confirms that 2024 was an exceptional year for Spanish wine tourism. With 3,036,878 visitors registered in wineries and wine museums, the figure represents a 2.22% increase compared to the previous year. Only 2017 and 2019 had reached higher numbers in the history of the sector.
The Wine and Brandy Route of Marco de Jerez reclaimed the top spot with 425,652 visitors, followed by Ribera del Duero (381,083) and Penedès (369,170). Rioja Alta, Rioja Alavesa, Calatayud, and Rías Baixas complete the ranking of the most visited destinations. Currently, 70% of wine tourists visit wineries, while the remaining 30% visit specialized museums.
The direct economic impact reached 112.3 million euros, up 9.91% from 2023. This record figure is especially significant as no new routes were added during the analyzed period. The growth is driven exclusively by the increase in visitors and the average spending per person. When accounting for expenses in accommodation, dining, and complementary activities, experts estimate that the real impact triples the official figure.
International tourists gain ground in Spanish wineries
The visitor profile is evolving toward greater internationalization. Although domestic tourism maintains 74.9% of the total, foreign visitors reached 25.1%, a 3.9% year-on-year increase.
This growth is attributed to the promotional efforts of Wine Routes of Spain in collaboration with Turespaña, as well as the pull of destinations with high international influx such as Marco de Jerez, Penedès, Ronda-Málaga, Alicante, and Gran Canaria.
The average price of wine tourism experiences increased slightly, but far from deterring visitors, global spending rose. Wine tourists perceive the offering as a quality product that justifies its cost, particularly valuing artisanal experiences and the authenticity of the proposals.
October and August consolidate the deseasonalization of wine
The monthly distribution of visits confirms the sector’s maturity. October clearly leads, driven by the harvest season and the autumnal vineyard landscapes.
August holds the second spot for the third consecutive year—a particularly relevant fact that demonstrates how wine tourism competes directly with “sun and beach” destinations during peak season.
May surprised by taking third place, even surpassing September. This balanced distribution throughout the year favors territorial sustainability from environmental, economic, and social perspectives. March, May, and February were the months with the highest percentage growth compared to 2023, consolidating a wine tourism calendar that is increasingly stable and predictable for the industry.
https://www.acevin.es/
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