Wine Tourism

What Wine Tourism does

WineTourism.com is a privately held online marketplace, founded in 2018 and headquartered in Stockholm, Sweden, that connects wine travelers with wineries for direct booking of tastings, vineyard tours, winery visits, and related experiences. The platform aggregates 4,000+ wineries across 54 countries and 6 continents, supporting real-time availability, free cancellation, 7 languages, and 15+ currencies, with 45,000+ verified traveler reviews providing social proof. Its primary customer segment is individual wine enthusiasts, couples, families, and groups traveling to wine regions, ranging from casual wine-curious tourists to high-end connoisseurs.

The core product is a self-serve booking platform where travelers browse by country, region, or city and complete reservations directly, supplemented by a sales-assisted Tailor-Made Tours service for groups of four or more that designs bespoke multi-day itineraries using WSET 3 Diploma-certified sommeliers. An ancillary product line includes wine gift cards, winery accommodations, on-site restaurants, food and wine pairings, and themed experiences such as bike, hike, yoga, picnic, and harvest tours. The company monetizes by charging wineries a commission or transaction fee on bookings made through the platform; personalized tour services are offered with no service fee to the customer, indicating the take rate is captured on the supply side.

WineTourism.com operates as a two-sided marketplace with no disclosed funding rounds, no revenue figures, and no proprietary AI components described. Its go-to-market is hybrid: product-led growth for self-serve bookings via localized websites and content marketing, paired with a sales-assisted motion for higher-value group itineraries. The company appears to operate independently with no disclosed parent or institutional investors, and its ownership structure is not publicly available.

Name

Wine Tourism

Legal name

WineTourism.com

Website

https://winetourism.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

WineTourism.com is a Stockholm-based marketplace, founded in 2018, that connects wine travelers with 4,000+ wineries across 54 countries for direct booking of tastings, tours, and related experiences, monetizing via transaction fees on the supply side.

Ownership category

akta.pro rank

Product category

Online Wine Tourism Marketplace

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

akta.pro secondary industry

Culinary & Wine Travel Agencies (THAKAFAH)

Keywords

• Wine tourism marketplace
• Winery booking platform
• Wine tasting tours
• Vineyard experience booking
• Customized wine travel

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Booking Commission / Transaction Fee: WineTourism.com charges wineries a commission or takes a transaction fee on bookings made through the platform for wine tastings, vineyard tours, and winery visits. Bookings are made directly with the winery via the platform's real-time availability system.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

WineTourism.com operates an online marketplace that lets individual travelers discover, compare and book wine tastings, vineyard tours and winery visits at 4,000+ wineries across 54 countries, with real-time availability, free cancellation up to 48 hours and multi-currency transactions. Wineries pay a commission or transaction fee on each booking made via the platform, and the company also offers a sales-assisted Tailor-Made Tours service for groups of four or more, plus digital gift cards valid for one year across the partner network.

Product overview

WineTourism.com operates as a multi-sided marketplace platform connecting wine enthusiasts with wineries worldwide. The core product is the booking platform enabling direct reservations at 4,000+ wineries across 54 countries. The portfolio includes a personalized customization service (Tailor-Made Tours) for bespoke itineraries with expert guides, and gift cards for flexible gifting. Additional modules cover diverse wine tourism experiences including culinary pairings (Food & Wine, Cheese & Wine, Chocolate & Wine), cultural experiences (Art & Wine), active outdoor activities (Bike & Wine, Hike & Wine, Outdoor Activities), wellness (Yoga & Wine), seasonal experiences (Grape Harvest Tours), picnics, and accommodations/restaurants at partner wineries.

Differentiator

Problem solved

Functional benefit

Products and services

• WineTourism.com Booking Platform Self-serve online marketplace enabling individual travelers to discover, compare and book wine tastings, vineyard tours and winery visits at 4,000+ wineries across 54 countries with real-time availability, free cancellation up to 48 hours and multi-currency payments.
• Tailor-Made Tours

Quantifiable outcome

• 4,000+ wineries across 54 countries with real-time booking availability
• +2 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Winery and Wine Guide Network (5000+ partners)coreStrategic or Co-development PartnerWineTourism.com works with a network of over 5000 wineries and independent wine guides in 40+ countries. The network is supported by local travel experts and sommeliers with decades of experience in wine and wine travel. Wineries join through the Partner section (winery-signup/) and are onboarded to offer experiences on the platform.
• Tamta (Sommelier & Tour Expert)minorOthersTamta is a certified sommelier with a WSET 3 Diploma in Wines and a background in tourism. She is part of the expert team that designs personalized wine tour itineraries for customers of the Tailor-Made Tours service.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Withlocals: Marketplace for private, locally-hosted tours and experiences including food and wine tours across Europe and Asia. Closely comparable in product category and self-serve booking model, though more generalist than WineTourism.com.
• TourRadar: Multi-day tour marketplace with a significant wine tour operator inventory (e.g., multi-day wine region itineraries). Competes most directly with WineTourism.com's Tailor-Made Tours service for multi-day wine travel bookings.
• Viator (Tripadvisor): Tripadvisor-owned marketplace for tours and experiences, with extensive wine tasting and vineyard tour supply across Europe, the Americas, and Oceania. Directly competes with WineTourism.com on the same booking flow and customer intent.
• GetYourGuide: Major global marketplace for tours, attractions, and experiences including a sizable wine tour category. Directly competes for winery bookings, traveler demand, and SEO traffic with WineTourism.com, but lacks WineTourism.com's vertical specialization.
• Klook: Asia-rooted experiences marketplace that has expanded globally into tours and attractions including wine experiences. Comparable booking platform business model with stronger APAC footprint than WineTourism.com.

Broad incumbents

• TUI Musement: TUI Group's tours-and-attractions marketplace serving European destinations with wine tours and gastronomy experiences. Notable because WineTourism.com's URL structure already references 'tui-wine-experiences-in-*', suggesting an existing integration or partnership.
• Booking.com: Global travel super-app that has expanded into attractions and experiences, including wine-related activities in major wine regions. Overlaps with WineTourism.com as a broader incumbent with massive SEO and paid acquisition muscle.
• Tripadvisor: Travel reviews and planning platform with deep wine region content, restaurant reviews, and a booking funnel via Viator. Competes for the same wine traveler's attention and discovery journey before they reach a booking decision.
• Airbnb Experiences: Airbnb's hosted experiences product, including wine tastings and vineyard tours hosted by individual hosts and wineries. Competes indirectly for wine travelers' booking dollars as part of a much broader travel marketplace.
• Expedia Group: OTA conglomerate (including Viator) offering wine tours and attractions as part of a broader travel booking funnel. Relevant incumbent that controls significant demand and SEO for wine tourism queries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@winetourism1510
• Facebookfacebook.com/winetourismcom
• LinkedInlinkedin.com/company/winetourism-com
• Instagraminstagram.com/wine.tourism
• Pinterestpinterest.it/Wine_Tourism
• TikToktiktok.com/@winetourism.com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wine Tourism