Rioja's wineries receive almost a million visits

The designation of origin bates records in wine tourism, with 200 million euros of economic impact in the region and a growing wine tourism offer

During 2024, Rioja wineries received 912,438 visits, which represents a 3.54 % increase compared to the previous year and a new historical maximum. This figure does not include visits to Wine Bars, stores, events or restaurants within wineries, so the total impact of wine tourism is even greater. The tourist activity generated an estimated economic impact of 197.2 million euros, 11.3 million more than in the previous year.

The average visitor also increased, reaching 226.81 euros per day in the region and 40.05 euros in purchases in the stores of the wineries, data that reflect a more qualified and oriented demand towards high -value experiences. Likewise, international demand is increased and already represents 36.3 % of the total number of visitors, with the United States, the United Kingdom, France, Germany and Mexico as the main issuers.

Among the conclusions of the report, the constant growth of international demand, which already represents 36.3 % of the total number of visitors, compared to 33.4 % of 2023. This ascending trend reflects the internationalization of wine tourism in Rioja and its world reference position, especially for markets such as the United States (29 % of the international total), United Kingdom (17.75 %), France (14.67 %), Germany (12.79 %) and Mexico (9.15 %, the market with the highest percentage growth in 2024). The national demand, although majority, continues to give space to the foreign visitor, which requires wineries to continue adapting their services and professionalizing even more attention.

This dynamism has driven wineries to reinforce their commitment to wine tourism. In 2024, they invested more than 3.5 million euros in wine tourism facilities and services, compared to the previous 2 million. Almost 80 % of wineries consider this activity profitable and 78 % foresee sustained growth in demand in the coming years.

These data show that wine tourism is not only a path of economic diversification, but a strategic brand positioning and loyalty lever of consumers in the Doca Rioja. Manuel Romero, director of Dinamiza Advisores (company responsible for the elaboration of the Doc of Rioja wine tourism) explains that this year's report offers very valuable keys to understand the evolution and potential of wine tourism in the region and concludes explaining that, “On the one hand, the sustained growth of visits to wineries and the increase in average expenditure per visitor reflect a more mature, internationalized and oriented demand towards experiences of greater value. On the other, it highlights the commitment of the sector, which has consolidated wine tourism as a strategic commitment to improve profitability, reinforce the positioning of the Rioja brand and successfully adapt to an increasingly demanding and qualified visitor”