2023 Arizona Wine Tourism Industry — Growth and Opportunities

The Results Are In

The Verde Valley has long been recognized for its scenic beauty and vibrant culture, and in recent years, it has emerged as a premier destination for wine enthusiasts. Arizona’s vineyards, wineries, and wine festivals – including many here in the Verde Valley – are playing an increasingly vital role in bolstering the state’s tourism industry, offering visitors unique experiences and contributing to the state’s aesthetic allure.

The growth of Arizona’s wine industry, a thriving sector of the state’s agricultural economy, has been nothing short of remarkable. Wine production has nearly tripled between 2012 and 2019, and the Verde Valley has been at the heart of this expansion.

To better understand the economic impact of this burgeoning industry, the Verde Valley Wine Consortium commissioned this study. It provides a comprehensive snapshot of Arizona’s wine tourism landscape as it exists in 2023, building upon similar research conducted in 2011 and 2017. This study surveyed wine tourists visiting tasting rooms, vineyards, and wineries across Arizona’s three American Viticultural Areas (AVAs). It also includes, for the first time, an in-depth analysis of the role of wine festivals, which have become increasingly important venues for wine tasting and direct-to-consumer sales.

The data gathered in this study allows us to model the economic impact of wine tourism on the state, highlighting the industry’s contributions in terms of output, employment, and tax revenue. Additionally, this study provides insights into consumer behavior, revealing the likelihood of purchases being made at both wine festivals and traditional winery settings.

By understanding the current landscape and the economic forces at play, the Verde Valley Wine Consortium and its members are well-positioned to continue fostering the growth and success of Arizona’s wine tourism industry for years to come.

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