Trade organisation WineGB has released its first wine tourism report, which shows visits to UK vineyards and wineries have risen by 55% in two years.

The UK Wine Tourism in 2024 Report shows that 300 vineyards and wineries in the UK are now actively involved in wine tourism, with “significant growth and investment” forecast for the years ahead. There were 1.5 million visits to vineyards and wineries last year, up 55% compared to 2022, and wine tourism now accounts for a quarter of total income, the report said.

The report outlines WineGB’s plan to support wine tourism and the policy changes it is calling on a new government to make to facilitate growth, including cellar door tax relief.  

Citing research from Visit Britain, WineGB said that if the right changes are made, visitor numbers could rise as high as 16 million.  

WineGB outlined four main activities to champion wine tourism: Convening those working in wine tourism through the formation of a working group; communicating key issues and creating a united voice; representing to help raise the profile of wine tourism through membership of the Tourism Alliance; educating members through workshops in association with Knight Frank and Visit England.

WineGB CEO Nicola Bates said: “Last week in our Manifesto for Growth, we identified the policies that the next government should take to accelerate our sector’s development. Today’s focused report details the huge value and importance of wine tourism in our industry. It’s our rallying call to introduce changes to tax, planning, marketing, and other areas to reach the 16 million potential inbound visitors. To these potential customers, and the millions in our domestic market, we say: stay, try, and buy.”

In August, WineGB will publish its Guide to UK Wine Tourism giving examples of best practice.

    (Pictured: Denbies Wine Estate)