Beer Tourism Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Activity Type (Brewery Tours, Beer Festivals, Beer Tastings & Pairings, Others), By Tourist Type (Domestic, International), By End Use (Men, Women), By Region & Competition, 2019-2029F

Market Overview

The global Beer Tourism Market was valued at USD 10.58 Billion in 2023 and is expected to reach USD 19.71 Billion by 2029 with a CAGR of 10.9% during the forecast period. This significant rise is chiefly attributed to the worldwide surge in the popularity of craft breweries, a trend toward experiential travel, and the increasing interest in immersive cultural undertakings. Enhanced promotional strategies by breweries, along with the proliferation of beer festivals and brewery tours, are further propelling this sector's growth, positioning beer tourism as a prominent segment in the travel industry. With a growing consumer base desiring beer-centric vacations, hospitality businesses and travel agencies have started offering tailored tours and experiences to meet this demand. Some travelers even begin their beer-themed journeys at the airport. An example is BrewDog Airlines, which introduced flights between London and Columbus, Ohio, featuring in-flight beer tastings with specially brewed beers designed for high altitudes.

In 2023, overall U.S. beer production and imports decreased by 5%, while craft brewer volume sales fell by 1%. Despite this, the share of small and independent brewers in the U.S. beer market by volume rose to 13.3%. Retail dollar sales for craft beer grew by 3% to reach USD28.9 billion, representing 24.7% of the USD117 billion U.S. beer market, up from USD115 billion. The increase in dollar sales was primarily driven by price hikes and modestly stronger growth in onsite sales compared to distribution.

Moreover, beer tourism significantly benefits local economies, particularly in areas where breweries are situated in non-traditional tourist spots. Cities like Portland, Oregon, and Denver, Colorado, draw substantial visitor numbers during key beer festivals. Beer tourism is now extending beyond the conventional beer-centric locales, attracting a more varied demographic, including younger craft beer aficionados and older travelers with the time and resources to travel. Notable experiences such as artisan Italian craft beer tastings in Florence and Germany's renowned Oktoberfest underscore the universal allure of beer tourism. Important nations within the beer tourism sector are Germany, the U.S., Belgium, the U.K., and the Czech Republic. Germany stands out with its Munich Oktoberfest, a globally recognized festival attracting millions annually, while Belgium is esteemed for its historic breweries and diverse beer varieties, drawing enthusiasts to cities like Brussels and Bruges. The U.S. has a vibrant craft beer scene, highlighted by major festivals in Portland and Denver, which bolster its market share.

Key Market Drivers

Increasing Popularity of Craft Breweries

A key driver for the beer tourism market is the escalating global interest in craft breweries. As consumers become more selective about their beer choices, many are gravitating towards craft breweries for unique and superior beer options. These craft breweries offer an array of styles and flavors that captivate the interest of beer aficionados seeking novel experiences. This burgeoning interest is not confined to local patrons but extends to tourists eager to explore and savor varied craft beers. The ethos of the craft beer movement, emphasizing creativity, quality, and authenticity, resonates well with contemporary consumers. Breweries are leveraging this trend by organizing tours that highlight the brewing process, provide tastings, and offer personal interactions with the brewers. These immersive experiences are a significant draw for beer tourists, contributing to sector growth. Furthermore, the emergence of microbreweries and brewpubs across different regions facilitates tourists in incorporating beer-focused activities into their itineraries without straying too far from their original plans.

The Brewers Association, which represents small and independent US craft brewers, has published insights from its mid-year survey on the state of the craft beer industry. Although the US craft beer sector previously experienced rapid growth, recent years have shown a less favorable trend. In 2023, the industry produced 23.4 million barrels of beer, marking a 1% decrease from 2022. However, this decline should be viewed in the context of the broader beer industry, which fell by 5.1%. Consequently, craft beer’s market share increased to 13.3%, demonstrating its relative resilience and growing presence in the overall beer market.

Rise in Experiential Travel

Experiential travel, where tourists seek distinctive and memorable experiences, has seen substantial growth in recent years and is a vital driver for the beer tourism market. Modern travelers are moving beyond passive sightseeing to actively engaging with local cultures and activities that offer a deeper appreciation of the destinations they visit. Beer tourism fits seamlessly into this trend by providing activities such as brewery tours, beer tastings, and participation in local beer festivals. These experiences offer tourists a tactile understanding of the local beer culture and heritage, enriching their travel experiences. The rise in experiential travel is also fueled by the increasing use of social media, where travelers share their unique experiences online, thus encouraging others to pursue similar adventures. This social media influence creates a multiplying effect, drawing more tourists to beer-related destinations and activities. Breweries are responding to this trend by developing tours and experiences that are not only educational but also engaging, ensuring visitors depart with lasting memories and a profound appreciation for craft beer culture.

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Key Market Challenges

Seasonal Demand Fluctuations

A primary challenge for the beer tourism market is managing the fluctuations in seasonal demand. Like many travel-related ventures, beer tourism experiences seasonal peaks and valleys. For example, significant beer festivals often occur at specific times of the year, such as Oktoberfest in Germany, which attracts millions in the fall. However, outside these peak periods, the number of beer tourists may drop significantly. This cyclical demand pattern poses challenges for breweries, tour operators, and associated businesses in maintaining a steady revenue stream throughout the year. To counter this issue, these businesses need to innovate by creating attractions or events that can draw visitors during the off-season, thereby ensuring more consistent tourist flow year-round. Additionally, unpredictable weather conditions can affect seasonal events, further complicating demand forecasting and management for those dependent on beer tourism.

Competition from Other Forms of Experiential Travel

Despite its growth, beer tourism faces substantial competition from other forms of experiential travel, such as culinary, adventure, and cultural tourism. Today's travelers have a vast array of experiential options, which can dilute the potential market for beer tourism. This competition means that beer tourism offerings need to be exceptionally unique and appealing to attract discerning tourists. Breweries and tour operators must continually innovate to provide new and exciting experiences that appeal to tourists who might otherwise opt for a different type of experiential travel. They must also invest in strategic marketing to highlight the unique attractions and benefits of beer tourism. Partnerships with local tourism boards, collaborations with influencers, and effective use of social media platforms can significantly enhance the visibility and appeal of beer-centric experiences to a wider audience. Overcoming this challenge is crucial for the continued growth of the beer tourism market.

Key Market Trends

Expansion of Beer Festivals and Brewery Tours

One prominent trend in the beer tourism market is the expansion of beer festivals and brewery tours. Major events like the Great American Beer Festival (GABF) in Denver and the Festival of Wood & Barrel-Aged Beer (FoBAB) in Chicago are drawing significant attention from beer enthusiasts. These festivals feature a wide variety of beers, including rare and experimental brews, providing attendees with a unique tasting experience. Concurrently, brewery tours are becoming more immersive and informative. Breweries are investing in creating tours that offer behind-the-scenes access, tastings, and interactive sessions with brewers. This trend is driven by the rising interest in craft beer and the desire of tourists to engage in authentic and enriching experiences. The combination of festivals and tours enhances the overall appeal of beer tourism, making it attractive to a broader audience.

Growth of Beer Tourism in Non-Traditional Areas

Another significant trend is the expansion of beer tourism into areas that are not traditional tourist destinations. Cities that were not previously considered major tourist spots are now attracting visitors due to their developing craft beer scenes. For example, Asheville, North Carolina, and Grand Rapids, Michigan, have become notable beer tourism hubs. Asheville, known for its extensive number of breweries, attracts beer lovers countrywide. Grand Rapids has earned a reputation for its beer-centered events, which contribute significantly to the local economy. This trend benefits not only the breweries but also local economies, as the influx of tourists boosts businesses such as restaurants, hotels, and retail shops while creating jobs and promoting the region’s cultural and culinary heritage.

Segmental Insights

Activity Type Insights

In 2023, the brewery tours segment contributed to largest share in the global revenue. This dominance is attributed to the growing fascination with immersive and educational experiences among beer enthusiasts. Tourists are increasingly drawn to opportunities that allow them to understand the brewing process, learn about various beer styles, and engage directly with brewers. The proliferation of craft breweries offering personalized tours, tastings, and behind-the-scenes experiences has bolstered this trend. Brewery tours have become central to the beer tourism experience and are significant revenue drivers for the market. They offer a unique mix of education and entertainment, making them a preferred choice for tourists seeking enriching experiences.

Tourist Type Insights

In 2023, domestic tourists accounted for largest beer tourism revenue. This trend is due to their proximity to local breweries, growing interest in nearby beer destinations, and the affordability and convenience of exploring local beer traditions. The appeal of local craft beer and regional brewery tours has also fueled this growth. Meanwhile, beer tourism among international tourists is projected to grow at the fastest CAGR. This increase is driven by a rising global interest in unique cultural experiences, the popularity of beer-producing regions as vacation spots, and targeted marketing by breweries. Improved infrastructure and direct flights to emerging beer destinations are also making these locations more accessible to international travelers, further stimulating growth.

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Regional Insights

In 2023, North America’s beer tourism market accounted for largest market share. The U.S. was a significant contributor, with key locations like Portland, Oregon, and Denver, Colorado, attracting substantial crowds for major beer events and festivals. Portland’s Oregon Brewers Festival and Denver’s Great American Beer Festival are key examples, drawing tens of thousands and boosting local economies significantly. Cities like Asheville, NC, with over 100 breweries, and Grand Rapids, MI, known for its beer-focused events, have also become prominent beer tourism destinations. The rise of beer tourism in the U.S. is creating substantial economic benefits for communities. For instance, Kent County, MI, saw USD 38.5 million from nearly 94,000 beer tourists, while the 2017 Oregon Brewers Festival in Portland generated USD 23.9 million. This trend highlights a growing interest in craft beer, with research showing that beer tourists are generally male, young, well-educated, and financially well-off.

Recent Developments

• In 2024, Sugar Land, TX, joined the Brew City, Texas program, launched by the Texas Craft Brewers Guild. As an 'Emerging Brewscape,' the city is focused on attracting new businesses and expanding its craft beer scene. Notable local developments include Talyard Brewing Co.'s forthcoming 3.5-acre facility and ongoing community support from Saint Arnold Brewery. Sugar Land aims to transition to a 'Craft Beer Destination' within the year. Its inclusion in the Brew City, Texas program underscores the city's growing influence in the Texas beer tourism market and its efforts to enhance local craft beer experiences and drive economic growth. 
• In 2023, the Festival of Wood & Barrel-Aged Beer (FoBAB), the world’s premier barrel-aged beer festival, took place in Chicago from November 3rd to 4th. Hosted annually by the Illinois Craft Brewers Guild, the event attracted breweries globally to present their rare and innovative wood and barrel-aged beers.

Key Market Players

• G Adventures Inc.
• BeerTrips.com
• Provence Dreams LLC, Inc. (Bon Beer Voyage)
• CBT Group, LLC (City Brew Tours) 
• Intrepid Group Pty Limited
• World of Beer Franchising, Inc. 
• Brewery Hops of Ireland Ltd
• Beercycling LLC
• Inner Circle Beer Tours LLC
• Brews Cruise Inc.

Report Scope:

In this report, the global Beer Tourism Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•  Beer Tourism Market, By Activity Type:

o   Brewery Tours

o   Beer Festivals

o   Beer Tastings & Pairings

o   Others         

•         Beer Tourism Market, By Tourist Type:

o   Domestic

o   International

•             Beer Tourism Market, By End Use:

o   Men

o   Women

•         Beer Tourism Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  Germany

§  Spain

§  Italy

§  United Kingdom

o   Asia-Pacific

§  China

§  Japan

§  India

§  Vietnam

§  South Korea

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

§  Kuwait

§  Egypt

o   South America

§  Brazil

§  Argentina

§  Colombia

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the global Beer Tourism Market.

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Global Beer Tourism Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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