Beer Tourism Market Size, Share & Trends Analysis Report By Activity Type (Brewery Tours, Beer Festivals, Beer Tastings & Pairings), By Tourist Type (Domestic, International), By End Use, By Region, And Segment Forecasts, 2024 - 2030

Beer Tourism Market Size, Share & Trends Analysis Report By Activity Type (Brewery Tours, Beer Festivals, Beer Tastings & Pairings), By Tourist Type (Domestic, International), By End Use, By Region, And Segment Forecasts, 2024 - 2030

Beer Tourism Market Growth & Trends

The global beer tourism market size is anticipated to reach USD 22.56 billion by 2030, growing at a CAGR of 11.7% from 2024 to 2030, according to a new report by Grand View Research, Inc. Beverage tourism, encompassing travel driven by the desire to experience specific drinks, has seen significant growth, with beer tourism emerging as a notable niche within this sector. Beer tourism, motivated by visits to breweries, beer festivals, or beer shows, offers a unique opportunity for travelers to engage in the beer-making process and enjoy diverse beer tastings. This category is particularly gaining traction, in the U.S. and Europe, where the craft beer industry is flourishing.

The market is growing due to the rise in craft beer's popularity, creating substantial economic benefits for destinations, suppliers, and breweries. For instance, the number of breweries in the U.S. surged from under 100 in 1978 to over 5,300 by 2023. This growth has turned cities like Portland, Ore., Asheville, N.C., and Denver into major beer tourism hubs, each seeing significant economic gains. Asheville, recognized as "Beer City USA", saw a dramatic increase in visitors due to its vibrant brewery scene.

The growing interest in beer-related travel is creating significant economic opportunities, with U.S. cities like Portland, Oregon, and Denver, Colorado, experiencing substantial surges in beer tourists during major festivals. This influx of visitors can have a positive economic impact, especially for breweries located in non-tourist areas or regions needing revitalization. For small breweries that rely heavily on taproom sales, beer tourism can be a game-changer, boosting revenue and supporting local communities.

Local breweries in the U.S. are increasingly recognized as strong attractions, particularly in the realm of beer tourism. Studies suggest that 13% of brewery tourists cited visiting breweries as their primary travel motive, highlighting that breweries play a crucial role in attracting visitors. The appeal of beer tourism extends beyond the beverage itself to the unique characteristics of the beer and the brewery's story. Destinations aiming to capitalize on beer tourism should highlight the distinctive aspects of their local breweries, such as their brewing process and history, to attract and engage beer tourists.

Young adults (21-35 age group) are particularly drawn to beer tourism. They are often enthusiastic about craft beer, which aligns with their preference for unique and locally sourced experiences. Their interest in beer festivals, brewery tours, and beer-centric culinary experiences is substantial. Studies show that younger travelers are more likely to seek out beer-related activities during their trips.

Beer Tourism Market Report Highlights

• Based on activity type, brewery tours accounted for over 51% of the revenue share in 2023, driven by a growing interest in immersive and educational experiences among beer enthusiasts. Visitors are increasingly attracted to the chance to see the brewing process up close, learn about various beer styles, and interact directly with brewers. The expansion of craft breweries offering personalized tours, tastings, and behind-the-scenes access has further amplified this trend, solidifying brewery tours as a core element of the beer tourism experience and a major revenue contributor in the market
• Based on tourist type, beer tourism among international/foreign tourists is expected to grow at a CAGR of 12.3% from 2024 to 2030, driven by the increasing global appetite for unique cultural experiences, the rising popularity of beer-producing regions as vacation spots, and intensified marketing efforts by breweries aimed at foreign visitors
• Based on end use, beer tourism among men accounted for over 67% of the revenue share, reflecting their strong affinity for craft beer culture and higher engagement in beer-related events. Studies show that men are more likely to seek out brewery tours, attend beer festivals, and participate in beer-tasting experiences. A 2023 Gallup poll revealed that 53% of men considered beer their most frequently consumed drink, compared to just 22% of women. This pronounced preference contributes to their dominant role in the market
• The North American market accounted for over 45% of the global market revenue in 2023. Key U.S. destinations like Portland, Oregon, and Denver, Colorado, were major contributors, with prominent events such as Portland's annual Oregon Brewers Festival and Denver's Great American Beer Festival drawing tens of thousands of visitors and generating significant economic impacts
• The beer tourism market in the U.S. is expected to grow at a CAGR of 11.8% from 2024 to 2030. U.S. cities like Asheville, North Carolina, and Grand Rapids, Michigan, have become important beer tourism hubs. Asheville, with its more than 100 breweries, and Grand Rapids, known for its beer-centric events, both play significant roles in boosting local economies

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