UK wine tourism booms with 55% more visitors since 2022
Wine tourism now contributes a quarter of vineyard revenue in the UK, with 1.5 million visits recorded last year. WineGB calls for policy changes to keep up the momentum.
A growing sector
Wine tourism in the UK has seen significant growth, with a 55% rise in visitor numbers since 2022, reaching 1.5 million visits. The latest WineGB Tourism Report 2024 highlights the increasing importance of wine tourism to the rural economy and outlines actions needed to support further expansion.
With a potential visitor pool of 16 million, WineGB is urging the Government to introduce policy changes that would unlock the full potential of the sector. Wine tourism currently contributes 25% of total vineyard income, and 60% of producers expect over 20% growth in visitor numbers within the next five years.
Key barriers and policy asks
WineGB has outlined seven key actions required to support the sector’s continued expansion, including:
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- Cellar Door Duty Relief: A scheme similar to Australia’s model would incentivise sales and boost wine tourism.
- Tourism Promotion Support: Increased funding for national and regional tourism bodies to promote wine tourism more effectively.
- Tax-Free Shopping & Visa Reform: Reinstating tax-free shopping and lowering entry visa costs to attract more international visitors.
- Planning & Infrastructure Improvements: A more consistent planning process with specialised officers and investment in rural transport and digital connectivity.
- Training & Skills Development: Expanding education programmes to ensure a skilled workforce.
- Affordable Signposting: Reducing the high costs of brown tourist signs to make vineyards more accessible.
Investing in the future
According to the report, 60% of WineGB members plan to invest in tourism, with a focus on food offerings, events, and accommodation. The sector has also benefited from collaborations, such as training initiatives with VisitEngland and Knight Frank to enhance visitor experiences.
WineGB is set to launch ‘The WineGB Guide to UK Wine Tourism’ ahead of the August Bank Holiday, showcasing top vineyard experiences, including tours, tastings, and cultural events. With wine tourism proving to be a vital part of the rural economy, all eyes are on policymakers to support its continued growth.
The report follows further recent news surrounding the growth of English sparkling as a category.
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