Tourist spending and jobs linked to the state’s wine industry have increased 500 percent since 2011, according to a new report.
The study, conducted by the Northern Arizona University Economic Policy Institute for the Arizona Tourism Office, included surveys of about 1,700 people who attended Arizona wine festivals or visited wineries and tasting rooms in the state.
In 2011, there were 52 wine producers in Arizona. Today, there are 156. Josh Coddington of the tourism bureau said they do more than just make wine and offer tours.
“Most of the great tasting rooms in Southern Arizona and the Verde Valley have great food to pair with your wine tasting, and some even offer accommodations like staying in an Airstream or a specially designed geodesic dome,” he said.
Arizona has three federally registered grape growing areas: Verde Valley north of Phoenix, and Wilcox and Sonoita in southern Arizona.
“All of these communities rely heavily on tourists coming into town,” Coddington said. “If you’re planning a trip to a vineyard or a wine festival, you’re almost always going to be shopping along the way, staying overnight, and having dinner at a restaurant.”
According to the survey, visitors spent the most in Verde Valley ($109 a night), followed by Willcox and Sonoita ($70 a night).
A visitor is someone who travels at least 50 miles from home and spends at least one night there.
Economic highlights from 2011 to 2023:
Wine visitor spending increased an astounding 677%, from over $31 million to over $241 million. Economic output increased 588%, from over $51 million to over $351 million. Wine-related jobs increased 500%, from 405 to 2,430. Labor income increased 539%, from over $18 million to over $115 million.
Key findings
Length of Trip: About 40% of survey respondents make a day trip to a winery or festival, and about 30% stay for two or three nights. Buying Wine: Most wine tourists buy wine. Of both winery visitors and festival attendees surveyed, over 70% purchased wine during their visit or at the festival. Where to Buy Wine: Wine festivals are becoming an increasingly popular venue for wine buying. On average, 2.25 bottles of wine were purchased per group at wine festivals, and 1.89 bottles at wineries. Wine Festivals + Tourism: About 35% of respondents use wine festivals as an opportunity to visit other regions. The majority (65%) attend wine festivals as a day trip, but 20% extend their trip by an extra day. 12% extend their trip by 2-4 days, and 4% extend their trip by 5 days or more. Awareness of the wine experience: For wineries, word of mouth accounts for the highest percentage of visitor awareness (36%), while for festivals, social media accounts for the largest percentage (34%). Wine region spending: Of Arizona’s three major wine growing areas (AVAs), Verde Valley has the highest visitor spending ($109 per night), followed by the other two, Willcox and Sonoita, at about $70 per night. Age: Wine festivals are somewhat popular with people over 55 (about 60% of wine festival attendees are over 55), while winery visitors are about evenly distributed between the ages of 25 to 65+. Income: Wine tourism is a high-value tourism activity, with 91% of survey respondents (both festival attendees and winery visitors) identifying themselves as middle- and upper-income.
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A glass of red wine from Loon Wines in Sonoita.
Arizona Tourism / Jenelle Bonifield
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Barrels of wine aging at Dos Cabezas Wineworks in Sonoyta.
Arizona Tourism Office / Anne T. Pham
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The tasting room at Page Springs Cellars in Cornville.
Arizona Tourism/Page Spring Cellars, AZ
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Workers harvest grapes at Bonita Springs Vineyards in northeastern Arizona.
Arizona Tourism Office / Anne T. Pham
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The sun sets over Keefe Joshua Vineyards in Wilcox.
Arizona Tourism
