Wine tourism in Rioja remains unstoppable, with an influx of over one million visits

• With 1,164,388 visits in 2025, Rioja consolidates its position as the leading wine tourism destination in Spain

• The economic impact of this activity and its return to the QDO is also growing, exceeding 214 million euros
• The commitment of Rioja wineries to wine tourism is firm: they doubled the investment in this area to 6.8 million euros compared to the previous year
• With 226 wineries open to the public out of the 600 that make up the QDO, Rioja is the destination with the greatest variety of offerings and activities, with an increase in sports and vineyard experiences being observed

The Qualified Denomination of Origin (DOCa) Rioja consolidates its leadership as the main wine tourism destination in Spain, exceeding one million visitors received in 2025. Wine tourism thus reinforces its role as an economic engine, generating an impact of 214.38 million euros in 2025 that flows back into the Designation, which means 17.16 million more than in the previous year.

According to the data collected in the “DOCa Rioja Wine Tourism Monitor”, presented today, Rioja wineries registered during the last year a total of 1,164,388 visits linked to wine tourism activity, a figure that incorporates for the first time the activity of wine bars and participation in events organized by the wineries themselves, in addition to traditional visits.

Specifically, these traditional visits to wineries had an influx of 930,364 people during 2025, which represents an increase compared to the previous year (912,438 in 2024) and confirms the sustained growth trend of wine tourism in Rioja. Added to this are 170,841 services registered in wine bars, growing 22.5% compared to 2024 (139,396) and more than 63,000 attendees at events organized in DOCa wineries (including wine tourism activities open to the public and professional and corporate meetings, known as MICE tourism). With all this, the total influx of visitors grew by 5% compared to 2024.

“The data reflect the evolution of the Rioja wine tourism model and also of the Monitor itself that we have been developing for the Regulatory Council, adapting ourselves to the new realities of wine tourism. “Wine tourism in Rioja has long transcended the classic winery visit and is moving towards an increasingly broad, experiential, and diversified proposal,” explains Manuel Romero, managing partner of Dinamiza Asesores, the company responsible for preparing the study. “All this reinforces the position of the Rioja QDO as one of the great international benchmarks of wine tourism,” he concludes.

The number of wineries open to tourism also continues to rise: currently, 226 of the 600 that make up Rioja open their doors to receive visitors, compared to the 214 registered in 2024. Another piece of data that highlights the growing commitment of the sector to wine tourism development is the investment by wineries, close to 6.8 million euros in infrastructure, digitalization, creation of experiences, and improvement of services, a figure that practically doubles the investment registered the previous year (3.5 million). 81% of the wineries in the Designation consider that wine tourism is increasingly important and the vast majority (75%) consider it a profitable activity.

In this sense, Rioja wineries continue to professionalize their tourism activity: nearly 70% already have a specific wine tourism department and the wineries analyzed in the study generate approximately 775 jobs directly linked to this activity.

“Rioja has consolidated a mature, diversified wine tourism model that is increasingly oriented towards value generation. “The sustained growth of the activity, the sector’s investment commitment, and the expansion of the experiential offer reflect the enormous capacity that wine tourism has here to strengthen our positioning and generate wealth in the territory,” states Raquel Pérez Cuevas, president of the Regulatory Council of Rioja QDO.” “Our landscapes and wineries, our gastronomy, and our culture and long experience are a true national and international attraction, on par with our great wines; without a doubt, the best way for those who visit us to connect with our region,” she reflects.

Visitor Profile
: The Monitor confirms the consolidation of an increasingly qualified visitor profile, with a growing interest in wine, gastronomy, and experiences linked to the territory. According to the surveyed wineries, nearly 80% of visitors are enthusiasts or interested in the world of wine, while more than 57% respond to a gastronomic tourist profile and more than half are already true wine enthusiasts. A middle-aged visitor also predominates, especially between 45 and 65 years old, followed by the segment between 25 and 44 years old.

Regarding origin, the national market continues to be the majority, representing 64% of the visits received in Rioja wineries during 2025, although international demand remains stable and has a relevant weight of 36%. Among the main national markets, in addition to local markets, tourists from the Community of Madrid and Catalonia stand out.

Internationally, where Rioja continues to be one of the pioneering and benchmark Denominations of Origin in the world, the United States remains the main foreign source market for the DOCa, representing 26.93% of international visitors, followed by the United Kingdom (21.46%) and Germany (12.33%). Mexico and other American markets stand out, which continue to gain importance within the international demand of the DOCa.

The willingness of visitors to spend has continued to grow, especially in products and experiences of higher added value. In this sense, Rioja wineries have evolved their offer towards more exclusive and personalized experiences, catering to a more qualified demand: more than half offer premium experiences and unique tastings, while proposals linked to gastronomy, landscape, sports, or cultural events are growing.

Read the full report here