21st December, 2020 by Lauren Eads
Wine tourism is unlikely to recover until at least 2022, with revenue generated from visitors slashed by more than half and in some cases completely decimated at the majority of wineries over the course of 2020. Despite this UK vineyards are optimistic, with many reporting an unexpected uplift in tourism and an increase in visitors between lockdowns.
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In a survey conducted by winetourism.com of 1,203 wineries across 34 countries, 32% reported financial losses of between 50-80% with regard to tourism revenue, with a further 20% reporting losses of more than 80%. Of those surveyed, 58% said they didn’t expect wine tourism to return to pre-covid levels any earlier than 2022.