European Wine Tourism Index: TUI Musement ranks the best countries for wine lovers
France, Italy and Spain lead the list, with new destinations making the top 10
Wine tourism grows as travellers seek culture, scenery and world-class wines
Ranking based on vineyards, production, wine quality labels and international awards
In line with this trend, and coinciding with the grape harvest season, TUI Musement has launched the first European Wine Tourism Index, ranking the most attractive countries for wine lovers. While the survey highlights travellers’ growing demand, the index itself is based on data and official sources, offering a comparative perspective between wine heritage and the tourism potential of each destination.
The ranking was built on five key categories: vineyard surface area, vineyard area dedicated to protected designations of origin (PDO) and protected geographical indications (PGI) wines, number of registered wines under these designations, wine production volume, and international awards received. Data sources include Eurostat, the International Organisation of Vine and Wine (OIV), official EU registries, and the Decanter World Wine Awards 2025.
France, Italy and Spain top the ranking, followed by Portugal and Greece. The top 10 also includes Germany, Hungary, Romania, Austria and Bulgaria, which are emerging as new highlights on Europe’s wine tourism map.
- France: Visit and tasting in a historic cellar beneath the Avenue de Champagne
- Italy: Chianti wine route with tastings of wine, olive oil and balsamic vinegar
- Spain: Day trip to Jerez with wine tasting
- Portugal: Guided tour of the Douro Valley with wine tasting and river cruise
- Greece: Food and wine tasting with a winery visit in Crete
- Germany: Vineyard walk and wine tasting near Stuttgart
- Romania: Wine route from Bucharest
- Hungary: Hungarian wine tasting in Budapest
- Austria: Wachau Valley excursion with Danube river cruise
- Bulgaria: Guided tour in Nessebar with wine tasting
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About TUI Musement
TUI Musement is a global Tours & Activities business that combines a highly curated product portfolio, scalable digital platforms and in-destination service by local teams, to source, develop, distribute and deliver products in three categories:
- Experiences: Excursions, activities & attraction tickets
- Transfers: Between airports, hotels and ports
- Tours: Multi-day itineraries encompassing hotels, experiences, guides and transportation
Available in all major beach and city destinations, products are sourced from leading travel businesses or developed in-house by TUI teams, including the TUI Collection, the flagship experiences portfolio of TUI Group, and National Geographic Day Tours, unique and immersive small group guided experiences. Products are distributed to customers, including the 20+ million TUI customers, through TUI websites and apps – such as the Tours & Activities dedicated TUI Musement app, as well as in-destination local teams and B2B partners, including some of the world's leading OTAs, tour operators, airlines, hotels, travel agencies and cruise lines. TUI Musement is one of the major growth areas of the TUI Group and employs approximately 8,000 people worldwide.
About TUI Group
The TUI Group is one of the world's leading tourism groups and operates worldwide. The Group is headquartered in Germany. TUI shares are listed in the MDAX index of the Frankfurt Stock Exchange and in the regulated market of the Lower Saxony Stock Exchange in Hanover.
TUI Group offers its over 20 million customers integrated services from a single source and forms the entire tourism value chain under one roof. The Group owns over 400 hotels and resorts with premium brands such as RIU, TUI Blue and Robinson and 18 cruise ships, ranging from the MS Europa and MS Europa 2 in the luxury class and expedition ships in the HANSEATIC class to the Mein Schiff fleet of TUI Cruises and cruise ships operated by Marella Cruises in the UK. The Group also includes Europe's leading tour operator brands and online marketing platforms, for example for hotel-only or flight-only offers, five airlines with more than 125 modern medium- and long-haul aircraft and around 1,200 travel agencies. In addition to expanding its core business with hotels and cruises via successful joint ventures and activities in vacation destinations, TUI is increasingly focusing on the expansion of digital platforms. The Group is transforming itself into a global tourism platform company.
Global responsibility for sustainable economic, environmental and social action is at the heart of our corporate culture. With projects in 25 countries, the TUI Care Foundation initiated by TUI focuses on the positive effects of tourism, on education and training and on strengthening environmental and social standards. In this way, it supports the development of vacation destinations. The globally active TUI Care Foundation initiates projects that create new opportunities for the next generation.
