The wine tourism industry is booming, and a new survey Carpe Travel conducted earlier this month reveals what today’s wine travelers are looking for.
Thanks to those of you who shared your wine travels and wine dreams with me in this survey! There were 188 respondents in the United States for the 12 question survey…and the winner of the $100 Amazon gift card has been notified.
So what did the results reveal…
From dream destinations to actual visits, from solo adventures to group tours, the findings offer valuable insights into where wine lovers want to go, what motivates them and how much they’re willing to spend to get there. The results paint a fascinating picture of an audience caught between European aspirations and American accessibility.
Italy dominates the wish list, claiming three of the top five spots wine lovers most want to visit. Piedmont leads the pack, followed by a tie between Tuscany and France’s Bordeaux region. Burgundy and Champagne round out the French presence, while Sicily brings a touch of Mediterranean charm to the rankings. The message is clear: when wine travelers daydream, they’re thinking Old World.
But what wine regions have people actually been to so far?
This is where American wine country shines. Sonoma takes the top spot for most-visited wine region, proving that proximity, affordability and reputation create a powerful draw. The survey reveals an interesting pattern: while European regions like Piedmont, Tuscany and Bordeaux do make the visited list, they share space with domestic favorites like New York’s Finger Lakes and Oregon’s Willamette Valley and of course, Napa Valley.
What's driving this wine wanderlust?
It’s not just about the wine. While you might expect oenophiles to be laser-focused on tasting and learning, “relaxation and getaway” tops the list of primary motivations for visiting wine regions. The culinary experience comes in second, followed by the opportunity to meet winemakers, enjoy beautiful scenery, and learn about winemaking itself. Wine tourism, it seems, is as much about escape and indulgence as it is about education.
The Social Question: Solo Sipping or Group Tours?
When it comes to how wine lovers prefer to explore these regions, there’s no clear consensus. The survey reveals an almost even three-way split: some prefer the freedom and flexibility of independent travel, others are drawn to the structure and social aspects of organized group trips, and a third camp falls somewhere in between—willing to join a group tour, but only if they’re traveling with friends or family they already know.
For those who do opt for group travel, size matters—but not in the way you might think. Nearly half of respondents (48.7%) identified 9-15 people as the ideal group size, suggesting a preference for intimacy over the anonymity of large tour buses. This “Goldilocks” number is large enough to create energy and split costs, yet small enough to maintain a sense of exclusivity and allow for meaningful interactions with winemakers. About a fifth (21%) prefer even smaller groups of 4-8 people, while 29% are comfortable with larger gatherings of 16-25 participants.
What Wine Travelers Are Willing to Spend?
Perhaps most telling for the industry is what wine travelers are prepared to invest in these experiences. Whether planning an independent trip or seeking expert curation, survey respondents indicated a consistent budget of up to $5,000 per person. This baseline figure suggests that wine tourism is viewed as a more premium travel experience, regardless of how much hand-holding travelers want along the way.
The fact that DIY planners and those seeking professional guidance share the same budget threshold reveals something important: the value isn’t just in the service, but in the destination and experience itself. Wine travelers are willing to invest in their journey, whether they’re booking boutique hotels and private tastings themselves or paying for a curated itinerary that handles every detail.
The Bottom Line: Wine Tourism isn't Just About the Wine
The survey’s key finding tells me that people are looking for a holistic experience where relaxation, cuisine, scenery and personal connection come together around the common thread of viticulture. Whether travelers are seeking the prestige of Piedmont or the approachability of Sonoma, whether they’re planning solo adventures or joining carefully sized groups, they’re looking for the same thing—an escape that engages all the senses and creates lasting memories.
Wine travelers are both aspirational and pragmatic, social yet independent-minded, and willing to invest in experiences that deliver on multiple levels.
Elaine Schoch is an award-winning travel writer, wine judge, American Wine Specialist and certified by the Wine & Spirit Education Trust (WSET II). At Carpe Travel she shares wine travel destination guides for ALL WINE LOVERS – from novices to experienced pros – to help them plan their wine adventures, arming them with insider tips, must-visit spots, and things to see and do beyond the vines.