Rioja Alta consolidates its position as a leading wine tourism destination with more than 316,000 visitors in 2024.

The Rioja Alta Wine Route has once again reaffirmed its position as one of Spain’s most attractive wine tourism destinations. In 2024, more than 316,000 people visited its wineries and museums, a figure that consolidates the interest in discovering the heart of Rioja and enjoying unique experiences linked to wine, gastronomy and the landscape.

These data, collected in the Report on Visits to Wineries and Museums on Wine Routes in Spain prepared by ACEVIN, reflect the good health of wine tourism in our country, which exceeded 3 million visitors and had an economic impact of more than 112 million euros. In this context, Rioja Alta remains one of the most visited routes, alongside such renowned destinations as Jerez, Ribera del Duero and Penedès.

Visitors who choose Rioja Alta are looking for more than just wine: they are looking for authenticity. Our villages retain the charm of the wine-making tradition, the flavour of sincere gastronomy and the leisurely pace of a land that invites you to disconnect.

From family-run wineries to large wine tourism projects, the offering is characterised by quality and hospitality. Added to this are museums, rural accommodation, restaurants, cultural activities and outdoor pursuits that make the experience a complete journey.

October, August and May: the star months for wine tourism

The report confirms that October, August and May are the preferred months for those who enjoy wine tourism. The harvest season, the autumn landscape and summer experiences among the vineyards are some of the great attractions that encourage thousands of visitors to discover Rioja Alta at this time of year.

This balance in tourist arrivals throughout the year demonstrates the deseasonalisation of wine tourism, a trend that promotes the economic and environmental sustainability of the region.

Growing international interest

Although the majority of visitors continue to be from Spain, the study highlights an increase in international visitors, who now account for more than 25% of the total. The Rioja Alta Wine Route, with its privileged location and renowned reputation for wine, is benefiting from this trend and remains an essential stop for those seeking to discover the origins of Rioja wine.

Experiences that leave their mark

Today’s wine tourists value the quality, proximity and uniqueness of each visit. Wineries, museums and companies associated with the Route have adapted to this demand by offering personalised activities: tastings among the barrels, walks through the vineyards, outdoor brunch, wellness getaways and cultural events related to wine.

The result is emotional tourism, where every detail — a conversation, a landscape or an aroma — is part of the experience.

A sustainable tourism model with a future

Wine tourism in Rioja Alta continues to be a driver of local development, capable of revitalising the region and generating employment in sectors such as hospitality, catering and cultural activities. In addition, the commitment to sustainability, with initiatives in electric mobility, respectful agriculture and heritage restoration, reinforces the commitment to a model of responsible growth.

With more than 316,000 visitors and an increasingly diverse and high-quality offering, the Rioja Alta Wine Route continues to be synonymous with authenticity, hospitality and a passion for wine. A destination where every glass tells a story and every visit leaves an indelible mark.

The new Report on Visits to Wineries and Wine Museums of Wine Routes of Spain is available in its entirety on the Wine Routes of Spain website https://wineroutesofspain.com/