DOCa Rioja consolidates its leadership in the wine sector in 2024, maintaining its dominant position in Spain’s D.O. wine market and outperforming other European regions in export growth.

 

In 2024, the Rioja Qualified Designation of Origin (DOCa) recorded a total of 912,438 visits to wineries, marking a 3.54% increase compared to 2023 (879,423 visits), and setting a new record. This sustained growth reflects the region’s continued momentum in enotourism. Notably, the figure does not include visitors to wine bars, winery shops, events, or winery restaurants—factors that would significantly raise the actual number of visits.

 

 

With this growth, Rioja reaffirms its position as the most visited wine-producing region in Spain, and the one with the highest number of wineries open to the public. A total of 214 wineries are currently welcoming visitors—more than a third of all wineries in the DOCa, which includes over 600 producers.

 

Wine tourism continues to play a crucial role in diversifying and strengthening the local economy. In 2024, enotourism in Rioja generated an estimated €197,225,483 in economic impact, representing an increase of over €11 million compared to 2023. These gains are directly reinvested into the region and its wineries.

 

These are key findings from the 2024 Rioja DOCa Wine Tourism Monitor, now in its seventh edition, which tracks the evolution and performance of enotourism in the region. The report was officially presented to the industry today via an online event.

 

 

The report highlights a continued increase in visitor spending, driven by growing perceptions of quality and value in Rioja’s enotourism offerings. In 2024, the average spend per visitor in winery shops rose to €40.05, up from €37.89 in 2023. Average daily visitor spending also climbed to €226.81, indicating rising demand for premium, high-value experiences.

 

International tourism continues to gain momentum. In 2024, 36.3% of all visitors were international, compared to 33.4% in 2023. The top international source markets were the United States (29%), United Kingdom (17.75%), France (14.67%), Germany (12.79%), and Mexico (9.15%), the latter being the fastest-growing market. While domestic visitors still constitute the majority, the shift toward a more international audience is prompting wineries to upgrade their offerings and professionalize their services to meet rising expectations.

 

In response to this growing demand, Rioja wineries are also increasing their investment in infrastructure and visitor services. In 2024, investment exceeded €3.5 million, up significantly from €2 million in 2023. Nearly 80% of wineries reported that enotourism was profitable in 2024, and 78% expect demand to continue growing in the coming years, while another 20% foresee stable levels of activity.

 

 

These data underscore the strategic role of enotourism in the region—not only as a driver of economic diversification, but also as a lever for brand positioning and consumer loyalty.
Manuel Romero, Managing Partner of Dinamiza Asesores (the consultancy behind the report), emphasized during the presentation:

 

“The steady growth in visitor numbers and average spending reflects a more mature, internationalized market that values high-end experiences. At the same time, it highlights the sector’s strong commitment: enotourism has become a strategic priority for enhancing profitability, reinforcing the Rioja brand, and successfully adapting to a more discerning and sophisticated visitor profile.”