Arizona’s wine tourism industry has undergone a remarkable transformation over the past decade, with new data revealing an astonishing 677% increase in wine-driven visitor spending and a 500% surge in wine-related employment since 2011. These impressive figures come from a recent study conducted by the Economic Policy Institute at Northern Arizona University for the Arizona Office of Tourism (AOT).
The study highlights the explosive growth of Arizona’s wine industry, underscoring its expanding role in the state’s agribusiness and tourism sectors. From just 52 wine producers in 2011, Arizona now boasts 156, marking a 200% increase in wine production capacity. This growth is credited to the state’s unique grape-growing conditions, a robust wine-industry workforce, the rise of visit-ready vineyards and tasting rooms, and the vigorous promotion of Arizona wine tourism by AOT and other stakeholders.
“The spectacular growth of Arizona’s wine industry over the past decade-plus shows what happens when you combine an amazing place to live, unique grape growing conditions, and fearless winemakers,” said Governor Katie Hobbs. “Our flourishing grape and wine industry will continue to be a point of pride for Arizona and an important part of our state’s agribusiness and agritourism sectors.”
The study provides a detailed look at the impact of wine tourism on Arizona’s local economies. Surveying nearly 1,700 individuals who attended Arizona wine festivals or visited local wineries, the findings indicate that wine tourism is a significant driver of economic activity in the state’s three primary wine-producing regions: Verde Valley, Willcox, and Sonoita.
Visitors to the Verde Valley region, for instance, spent an average of $109 per night, the highest among the three regions. Meanwhile, those visiting Willcox and Sonoita spent approximately $70 per night. The study also revealed that about 35% of respondents used wine festivals as an opportunity to explore other areas around the festival, while 40% reported taking day trips to wineries or festivals. Additionally, around 30% of visitors chose to extend their stay for two or three nights, further benefiting the local economies.
The success of Arizona’s wine industry is also reflected in the high satisfaction rates reported by visitors. An impressive 96% of survey respondents stated that their experiences at Arizona wineries and wine festivals either met or exceeded their expectations, highlighting the quality and appeal of the state’s wine offerings.
“In Arizona, we love surprising our visitors with the unexpected, and we get to do that by both highlighting the incredible award-winning wines produced here and sharing the stories of the places and people who create them,” said Lisa Urias, CEO of the Arizona Office of Tourism. “We’re proud to continue to support our wine industry through investment in wine tourism marketing.”
