The Food and Wine Tours Industry is projected to grow significantly, rising from an estimated USD 35.8 billion in 2025 to USD 95.4 billion by 2033, at a CAGR of 12.9% over the forecast period.

MARKET SIZE AND SHARE

The global Food and Wine Tours Market is expected to expand from USD 35.8 billion in 2025 to USD 95.4 billion by 2033, reflecting a CAGR of 12.9%. This expansion will be fueled by rising disposable incomes, a growing interest in experiential travel, and the pursuit of authentic cultural experiences. Market valuation is expected to reach multibillion-dollar figures by 2032, reflecting strong consumer demand for curated culinary adventures and vineyard visits across both established and emerging destinations worldwide.

Market share is anticipated to be concentrated among key regions, with Europe maintaining a dominant position due to its rich viticultural history. However, the Asia-Pacific region is forecasted to capture an increasing share, exhibiting the highest growth rate. Competition will intensify among tour operators, online platforms, and destination management companies, with share being contested through unique offerings, strategic partnerships, and superior customer experiences in a rapidly evolving travel landscape.

INDUSTRY OVERVIEW AND STRATEGY

The food and wine tours industry is a dynamic segment of experiential tourism, connecting travelers with local gastronomy and viticulture. It encompasses guided tours, cooking classes, vineyard visits, and producer meetings. The market is fragmented, featuring a mix of specialized local operators, large travel companies, and online aggregators. Consumer demand is shifting towards authentic, immersive, and sustainable experiences that offer more than standard sightseeing, driving innovation and specialization within the sector to meet these evolving preferences.

Key strategies for success include product differentiation through hyper-local and themed tours, such as organic winery visits or street food crawls. Operators are forming strategic partnerships with renowned chefs, hotels, and influencers to enhance credibility and reach. A strong digital marketing presence, focusing on compelling visual content and reviews, is crucial. Furthermore, prioritizing sustainable and responsible tourism practices is becoming a core strategic element to attract the conscious modern traveler and ensure long-term viability.

REGIONAL TRENDS AND GROWTH

Regionally, Europe leads with mature markets in Italy, France, and Spain, where trends include luxury, slow food, and undiscovered regional gems. North America focuses on craft beverages and farm-to-table experiences. The Asia-Pacific region is the fastest-growing, driven by a burgeoning middle class and emerging wine scenes in countries like Australia, New Zealand, and China. South America and Africa are gaining traction as unique destinations offering exceptional value and diverse culinary heritages.

Primary growth drivers are rising disposable income, social media influence, and demand for authentic experiences. Key restraints include seasonal fluctuations, high costs, and regulatory hurdles. Significant opportunities lie in leveraging technology for virtual tours and personalized bookings, and expanding into untapped emerging markets. Major challenges encompass managing overtourism in popular regions, maintaining consistent quality, and adapting to the impacts of climate change on viticulture and local food production.

FOOD AND WINE TOURS MARKET SEGMENTATION ANALYSIS

BY TYPE:

Food and wine tours vary significantly by type, and this distinction shapes traveler demand and market expansion. Private tours dominate the premium category as affluent travelers seek exclusive, personalized experiences with curated meals and vineyard access. These tours thrive on the growing demand for tailored itineraries, small-group intimacy, and direct interaction with chefs or winemakers. Group tours maintain a stronghold in mid-range markets because they provide affordability and social engagement, making them popular among millennials and corporate groups. Self-guided tours also emerge as a growing preference, driven by travelers who value flexibility and autonomy in exploring regional cuisines and wineries at their own pace. The availability of mobile apps and digital maps reinforces this trend, making self-navigation more convenient.

Luxury tours hold an influential position by blending fine dining, five-star accommodations, and curated wine pairings, which cater to high-net-worth travelers seeking sophistication. On the opposite end, budget tours sustain volume demand by offering affordable packages without compromising on the authenticity of local food and wine experiences. These attract younger travelers and backpackers who prioritize cultural immersion over exclusivity. The type segmentation reflects how personalization, affordability, and luxury coexist, with each category addressing specific consumer motivations. This creates a balanced market where both mass tourism and niche premium experiences grow in parallel.

BY TOUR DURATION:

The duration of food and wine tours strongly influences customer preference and overall expenditure. Half-day and full-day tours dominate urban and peri-urban destinations, where travelers integrate culinary and wine experiences into broader itineraries. These short-duration tours attract cruise travelers, business tourists, and weekend visitors who want quick but memorable gastronomic experiences. The convenience of fitting a food tour into limited time frames ensures consistent demand, particularly in regions with heavy international footfall. Multi-day tours, however, build immersive cultural experiences, allowing participants to engage with vineyard practices, attend cooking classes, and enjoy regional cuisines across multiple stops.

Week-long tours represent the most immersive segment and appeal to high-spending international travelers who prioritize deep cultural exploration. These extended itineraries thrive in regions with diverse wine-growing landscapes and culinary traditions, such as France, Italy, Spain, and South Africa. Tour operators use storytelling, hands-on workshops, and exclusive tastings to differentiate longer-duration packages, thereby enhancing value perception. While short tours generate high frequency and accessibility, long-duration tours deliver premium revenue and brand loyalty. This segmentation highlights the importance of balancing convenience-driven short tours with immersive, culture-rich long-term experiences.

BY APPLICATION:

The application of food and wine tours varies across customer groups, each influencing how operators design experiences. Leisure travelers form the largest base, driven by the global surge in experiential tourism and the pursuit of authentic local flavors. Culinary enthusiasts further amplify demand by seeking deep engagement through cooking classes, guided tastings, and farm-to-table dining. Corporate groups increasingly adopt food and wine tours as team-building and incentive travel experiences, reinforcing the market’s role in business tourism. These groups prefer structured, premium offerings that combine networking with leisure, often choosing private vineyard tours or luxury tasting events.

Educational institutions also create steady demand by organizing culinary and wine-related study programs. Universities and hospitality schools integrate such tours to expose students to real-world food traditions, viticulture practices, and global gastronomy trends. This educational segment supports long-term growth by aligning food and wine tourism with skill development. Together, these applications demonstrate how leisure consumption, corporate integration, and academic enrichment collectively drive the market forward, each contributing unique value to the ecosystem.

BY BOOKING CHANNEL:

The booking channel segmentation shows the shift in consumer behavior toward digital convenience. Online Travel Agencies (OTAs) dominate the market, as travelers increasingly rely on platforms offering transparent pricing, reviews, and easy comparisons. The integration of multimedia content, customer ratings, and flexible booking options strengthens OTA dominance, especially among millennials and Gen Z. Direct bookings through official websites also grow rapidly, as operators focus on strengthening brand visibility, reducing commission costs, and offering exclusive deals. This channel resonates with loyal customers and repeat travelers who prefer direct engagement with tour providers.

Traditional travel agents and tour operators maintain relevance by catering to customers who value personal consultation and curated itineraries. High-net-worth individuals, older demographics, and corporate clients often prefer personalized services, which these channels provide. Partnerships between wine estates, boutique hotels, and specialized tour operators further enrich this channel’s appeal. The segmentation reveals a clear digital-first trend, yet emphasizes the enduring importance of human interaction and personalized booking experiences for premium clientele.

BY AGE GROUP:

The age segmentation of food and wine tours reflects varied consumer motivations and spending patterns. Millennials form a major growth driver due to their preference for authentic experiences, social sharing, and immersive travel. They value cultural connections and often seek budget-friendly or group tours that balance affordability with richness of experience. Gen X travelers exhibit strong interest in mid- to premium-tier tours, as they possess higher disposable income and prioritize quality over cost. This age group frequently opts for multi-day or luxury tours that combine fine dining with cultural exploration.

Baby Boomers and senior travelers sustain demand in premium categories, leveraging retirement savings and more flexible schedules. They tend to favor luxury packages, guided tours, and comfort-focused itineraries. Their preference for convenience, safety, and structured experiences shapes premium tour offerings. Each age group influences distinct segments of the market, reinforcing how demographic diversity ensures both mass participation and high-value revenue generation. Tour operators must balance affordability for younger travelers with exclusivity for older, high-spending cohorts.

BY WINE TYPE:

Tour segmentation by wine type adds depth to customer engagement, as travelers often select tours based on specific wine preferences. Red wine tours dominate globally, reflecting widespread popularity and strong vineyard presence across major wine regions. These tours often incorporate tastings of premium vintages, vineyard walks, and pairing dinners, attracting enthusiasts with refined palates. White wine tours maintain consistent demand, especially in regions known for crisp varieties, such as Germany, France, and New Zealand. These experiences appeal to travelers seeking lighter, refreshing profiles, often paired with seafood or regional delicacies.

Sparkling wine tours command a growing niche, fueled by the rising popularity of champagne, prosecco, and cava experiences. These tours thrive on celebratory themes, often tied to luxury and special occasions. Mixed wine experiences, which combine tastings across multiple wine categories, gain traction by offering variety and inclusivity, catering to diverse preferences within travel groups. By diversifying offerings across wine types, tour operators enhance appeal and ensure that tours cater to both specialized connoisseurs and general enthusiasts, maximizing market reach.

RECENT DEVELOPMENTS

• In Jan 2024: Viator launched exclusive ""Taste of Place"" series, partnering with Michelin-starred chefs for hyper-local, single-estate food and wine experiences in Europe.
• In Mar 2024: Airbnb Experiences expanded its ""Culinary Legends"" category, featuring immersive multi-day tours hosted by renowned winemakers and food critics in Tuscany and Napa Valley.
• In Jun 2024: The Travel Corporation acquired a portfolio of specialist regional tour operators in South America and Asia, focusing on sustainable gastronomic tourism.
• In Sep 2024: Devour Tours integrated AI-powered personalization, creating custom daily itineraries for users based on their taste preferences and dietary restrictions.
• In Nov 2024: Classic Journeys partnered with environmental NGOs to launch a ""Zero-Waste Food Trail"" across several European destinations, emphasizing sustainability.

KEY PLAYERS ANALYSIS

• Viator (a Tripadvisor company)
• Airbnb Experiences
• The Travel Corporation (TTC)
• Intrepid Travel
• G Adventures
• Gourmet on Tour
• Trafalgar
• Back-Roads Touring
• Devour Tours
• Classic Journeys
• Food & Wine Trails
• Cellar Tours
• Italian Special Occasions DMC
• AAT Kings
• Insight Vacations
• Topdeck Travel
• Contiki
• EF Go Ahead Tours
• Exodus Travels
• Butterfield & Robinson