Wine Tourism
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.
- Company typePrivate
- Founded2018
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
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.
Wine Tourism firmographics
Firmographics- 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
Wine Tourism industry classification
Industry- 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
Where Wine Tourism is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Wine Tourism business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Per-experience pricing (transaction-based) |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Wine Tourism product offering
Product offeringCore 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
Companies that use Wine Tourism
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles2 records
Wine Tourism technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wine Tourism partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Winery and Wine Guide Network (5000+ partners)coreWineTourism.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)minorTamta 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
Wine Tourism competitors and assessment
Company assessmentDirect 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
Wine Tourism social profiles
Digital presenceWine Tourism financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wine Tourism leadership team
Management profileNumber of profiles
Profiles1 record
Wine Tourism funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wine Tourism M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wine Tourism
What does Wine Tourism do?
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.
Is Wine Tourism a public or private company?
Wine Tourism is a private company. It is classified as unknown and is currently operating.
When was Wine Tourism founded?
Wine Tourism was founded in 2018. It employs 11 to 50 people.
Where is Wine Tourism based?
Wine Tourism is headquartered in Stockholm, Sweden, in the Europe region.
How does Wine Tourism make money?
One revenue line is on record: booking Commission / Transaction Fee.
Who are Wine Tourism's main competitors?
Direct peers on record are Withlocals, TourRadar, Viator (Tripadvisor), GetYourGuide and Klook. Broad incumbents are TUI Musement, Booking.com, Tripadvisor, Airbnb Experiences and Expedia Group.
Does Wine Tourism have an API?
No public API is recorded for Wine Tourism.
What industry is Wine Tourism in?
Wine Tourism's product category is Online Wine Tourism Marketplace. Its primary akta.pro industry code is THAJAGAD, Wine Tastings & Vineyard/Winery Tours, with a secondary code of THAKAFAH, Culinary & Wine Travel Agencies. Its NAICS code is 561520 and its SIC code is 7900.