Rioja recorded more than 1.16 million wine tourism visits in 2025, a 5% increase on 2024. 

According to Rioja Wine UK, these figures include traditional winery visits, wine bar activities and events hosted by wineries. 

Traditional winery visits attracted the most visitors in 2025, numbering 930,364. Meanwhile, wine bars drew in 170,000 visitors, up 22.5% year on year, and 63,000 people attended events organised by Rioja wineries. 

Financially, wine tourism is said to have generated €214.38m for the region in 2025, €17m more than the previous year. At the same time, investment in wine tourism infrastructure almost doubled to €6.8m.

Currently, 226 wineries in Rioja are open to visitors, with nearly 70% having a dedicated wine tourism department and around 775 jobs linked to related activity. 

Rioja Wine UK said that domestic tourism remains the most popular form, accounting for 64% of visitors, while international tourists made up 36%. The top three international markets are the US, followed by the UK and Germany. 

Raquel Pérez Cuevas, president of the Rioja Regulatory Council, said the results reflect Rioja’s ability to create value through a mature, diversified and experience-driven wine tourism model.