According to a recent Future Market Insights report, wine tourism is no longer a niche pursuit but a booming travel trend that’s only getting stronger. More than just tastings, today’s vineyard visits are immersive cultural experiences blending terroir, gastronomy, design and hospitality. From boutique stays in French villages to cutting-edge wine museums, travellers are increasingly pairing their love of wine with their love of place.
Here are some of the destinations shaping the next chapter of wine travel:
SB Winemaker’s House & Spa Suites — Mendoza, Argentina
Created by pioneering Argentine winemaker Susana Balbo and her daughter Ana Lovaglio Balbo, this boutique estate offers seven design-forward spa suites where wellness meets wine. Each suite features private amenities such as steam rooms, aromatherapy showers, and vinotherapy-inspired soaking tubs. Guests can dine at La VidA, the Michelin-recommended restaurant pairing seasonal menus with Balbo’s celebrated wines, or enjoy curated tastings and vineyard visits across Mendoza.
Spier Wine Farm — Stellenbosch, South Africa
Established in 1692, Spier is one of South Africa’s oldest family-owned wineries. Its approach blends centuries of tradition with modern sustainable practices. Visitors can explore its working farm, regenerative agriculture projects and even join eco-friendly Segway tours through the vines. For those seeking slow travel, Spier offers picnics among gardens, organic dining, and a chance to taste wines cultivated with a deep respect for the land.
The MUSE Saint Tropez — French Riviera, France
In the sun-soaked south of France, MUSE Saint Tropez offers a luxurious base for wine enthusiasts. With 16 suites named after iconic muses, the boutique hotel arranges intimate tastings with local vintners and exclusive access to nearby estates such as Château des Marres. Guests can pair Provençal cuisine with coastal vintages, enjoy spa treatments inspired by grape-based therapies, and dine alfresco in quintessential Riviera style.
Quinta dos Vales — Algarve, Portugal
Set amid 44 hectares of rolling vineyards just a short drive from the coast, Quinta dos Vales is both a wine hotel and a working winery. Guests stay in villa-style accommodations, many with private pools and terraces overlooking the vines. Beyond tastings and cellar tours, the estate offers the immersive Winemaker Experience, where visitors can create and follow their own personalized blends with expert support. Seasonal events — from Fado, Yoga & Wine evenings to sunset cinema and gourmet food pairings — add a cultural flourish, ensuring every stay is as memorable as the wines themselves.
Segera Retreat — Laikipia, Kenya
Kenya may not be the first place that comes to mind for wine, but Segera Retreat proves otherwise. Surrounded by vast wilderness, the lodge has carved out one of East Africa’s most extensive private wine cellars, stocked with over 2,000 bottles. Visitors can pair game drives with candlelit tastings, blending safari adventure with sommelier-led explorations of global vintages.
Byblos Hotel — Florence, Italy
Inside the Byblos Art Hotel Villa Amistà, a 16th-century palazzo outside Verona, art meets oenology. The hotel offers curated experiences with Amarone producers, showcasing one of Italy’s most iconic wines. Guests can admire contemporary art installations, indulge in Michelin-starred dining, and join private vineyard excursions across Valpolicella.
Forsthofgut Nature Hotel — Leogang, Austria
In the Austrian Alps, Forsthofgut has unveiled weinWALD, a forest-inspired wine lounge woven into the hotel’s spa complex. Tastings spotlight local alpine vintages alongside international labels, complemented by wellness rituals like vinotherapy treatments. Surrounded by spruce trees and mountain air, the experience captures the marriage of sustainability, craft and Alpine serenity.