Tourist Flow to Rioja Wineries Exceeds One Million for the First Time. In 2025, Rioja wineries welcomed a record number of visitors. Tourism and tasting revenues reached €214 million, while wine sales decreased by 4.5%.
The Rioja wineries have set a historic record: in 2025, they received 1,164,388 visitors, 5% more than the previous year. According to the Denominación de Origen Calificada Rioja, tourist flows to the region surpassed one million for the first time. This surge of interest in wine tourism had a direct impact on the economy: revenues from visits and related services reached 214.38 million euros, 17 million more than in 2024.
Rioja continues to strengthen its position as Spain’s top wine tourism destination. Against the backdrop of steady post-pandemic demand, 226 out of 600 local wineries opened their doors to tours, tastings, and vineyard walks. Visitors can not only sample local wines but also learn about the production process. According to DOCa Rioja director Pablo Franco, wine tourism here has long gone beyond traditional tours, becoming a full experience that brings together wine, gastronomy, and the territory itself.
Rioja’s wine-growing lands cover 66,797 hectares across 144 municipalities in La Rioja, the Basque Country, and Navarre. The region recently marked the centenary of its famous quality designation. Despite tourism successes, wine sales in 2025 fell by 4.5% to 312.8 million bottles. This contrasts with the growth in tourist numbers and highlights the uneven recovery of the market after the pandemic.
The topic of tourism and its impact on regions of Spain remains relevant. In other parts of the country, such as Granada, residents of historic districts also face the consequences of an influx of visitors and are discussing measures to regulate tourist flows — read more about this in the article on protests against tourist apartment rentals in Albaicín: Granada residents demand limits on tourist apartments.
