Wine tourism in France buzzes with energy today. Every year, approximately 10 million visitors – including around 4.2 million from abroad – visit, and it feels refreshingly alive. Many of these guests end up buying a bottle (in fact, 75% do so), a trend that’s only growing. Recent work by Atout France’s wine tourism team highlights an upward trend in earnings at wine regions – revenues of wineries increased by roughly 22% from 2017 to 2018 and by another 12% from 2018 to 2019.
The trend gains extra momentum from experiences that go beyond just sipping wine. A report by the Opodo 2025 Barometer reveals that 43% of French adults aged 15 and above took short leisure shopping trips in 2024 – a record number that reflects a growing desire for discovery and hands-on experiences. Last year, nearly half of visitors (48%) chose to explore France’s wine regions as a couple, adding a touch of romance to the mix. Visitors often mix up vineyard tours, tastings, and simple walks among the vines. And yes – it turns out that buying wine on site is a hot ticket, with one in three visitors dropping between €50 and €100 and another third spending between €100 and €500.
Examining the French wine regions, Nouvelle-Aquitaine remains the leading destination, attracting nearly 6 million visitors in 2024. In places like the Médoc and Saint-Émilion, tasting routes continue to charm people from around the globe. Champagne isn’t far behind either – about 3.5 million visitors flocked to its storied cellars and tried its upscale food-and-wine pairings. The recent addition of the “Champagne Hillsides, Houses and Cellars” to the UNESCO World Heritage list has only made things more exciting. A recent survey even hinted that around 86% of locals feel a sense of pride over this honor, while overnight stays in Reims shot up by over 60% between 2016 and 2023, reaching roughly 1.8 million. Also, tourism-related jobs climbed 33%, hitting around 8,240 positions by the close of 2023. There’s even talk of setting up a wine tourism observatory to keep all this momentum well-organized. Burgundy saw roughly 2.8 million guests, with its famed wine routes – especially in the Côtes de Beaune and Nuits – drawing crowds. And then there’s Provence, known for its rosé, which attracted about 2 million visitors mostly during the summer, while in Alsace, about 1.8 million people enjoyed vineyards paired with cultural visits through charming villages.
Activities in wine regions have taken on a more interactive twist lately. Thematic tastings – blending wine with chocolate or cheese – have seen a 15% increase in participation compared to 2023. Meanwhile, vineyard walks – whether on foot, by bike, or even on a Segway – are popular with both young folks and families. Many estates are now hosting festivals, picnics, or even small concerts right among the vines, making the experience all the more memorable. There’s also been a rise in immersive workshops where visitors can try their hand at mixing their own wine blends or dive into introductory oenology sessions.
A combination of factors appears to be driving the wine tourism boom. With inflation trimmed down to about 2%, the French are spending more on leisure and mini-holidays. The easing of health restrictions also paved the way for spur-of-the-moment getaways – many opting for stays of just one to three nights as a quick escape from the everyday. At heart, the lure is about encountering something unique, exploring hidden terroirs, and carving out memorable, high-value experiences that aren’t found just anywhere.