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Wine Tourism Is Booming Across Europe

A new wave of travel is here, and it’s driven by wine.

According to recent studies, over 91% of travelers aged 18 to 44 say they are highly interested in wine-focused trips that combine gastronomy, culture, and unique experiences. This makes wine tourism one of the fastest-growing forms of travel in Europe.

France, Italy, and Spain rank at the very top of the newly launched European Wine Tourism Index, which evaluates destinations based on vineyard acreage, production of PDO/PGI wines, international awards, and cultural offerings. Spain, with its remarkable vineyard landscape and heritage, stands proudly in third place.

Rioja: Spain’s Essential Wine Destination

When travelers think of Spanish wine, Rioja comes to mind first—and for good reason. Rioja’s vineyards cover a breathtaking stretch along the Ebro River, producing wines recognized worldwide for their elegance, balance, and ageability.

But visiting Rioja is about much more than wine tastings. Wineries like Ramón Bilbao are redefining what it means to welcome guests. Beyond the cellar doors, visitors can enjoy painting workshops, live music, circus performances, and of course, traditional food and wine pairings that highlight local flavors.

Why Travelers Love Rioja

• Authentic Experiences: Harvest festivals, vineyard walks, and immersive cultural events.
• Food & Wine Pairings: Local gastronomy designed to complement Rioja wines.
• Innovation Meets Tradition: A balance of time-honored winemaking and new hospitality offerings.

Plan Your Rioja Wine Adventure

As younger generations seek travel that connects them with place and culture, Rioja stands out as a must-visit destination. Whether you’re sipping a Reserva at sunset or enjoying a concert among the vines, Rioja offers a wine tourism experience that is both timeless and refreshingly modern.