The UK wine tourism industry has enjoyed robust growth over recent years as growers diversify their businesses to increase revenue streams and broaden their appeal.
The industry is expected to grow in value from £11.53billion (US$15.5 billion) to £32 million (US$43.5billion) by 2035.
The county of Kent, where Chapel Down, one of England’s leading wine producers is located, is expected to benefit from increased interest with vineyard stays and experiences on the rise, and a greater appreciation for sustainable and organic wine production. Kent’s south-facing chalky soil and mild climate provide perfect conditions for wine growing on a par with the Champagne region of France with which it shares similar soil conditions (known as terroir in the trade) – with added coastal flair. There are more than 50 vineyards in Kent, including Canterbury-based Simpsons Wine Estate and Chartham Vineyard – and it continues to grow.
These award-winning vineyards add to the appeal of this stunning part of the county, which attracts over 7.2 million visitors a year. The area is rich in heritage boasting one of England’s oldest and best-preserved cities, vibrant coastal towns and picture postcard villages.
Wine tours and partnerships
Six miles south of Canterbury is the Barham based Simpsons Wine Estate which hosts a range of carefully curated experiences. These include collaborations with Michelin-starred restaurants that combine vineyard tours with sparkling receptions and canapes overlooking the state-of-the art winery followed by a five-course menu paired with their award-winning wines.
This autumn the iconic Art Deco British Pullman rail service will combine luxury rail travel with stops in the city of Canterbury and a sparkling visit to the sunny slopes of the Elham Valley. Other more local partnerships include a collaboration with Gingerly Green Flower Farm, 10 minutes from the Simpsons Wine estate, where visitors will be able to create wild bouquets of flowers and enjoy a guided tasting session.
In addition to tutored vineyard tours and tastings, guided by the owners, visitors to Chartham Vineyard, part of Burnt House Farm, can also browse the art displays in the free vineyard gallery or visit the ancient dovecote.
Also adding an extra incentive to visit Canterbury district is Chapel Down, which has been instrumental in putting English wine on the map. Alongside its existing vineyards across the district Chapel Down has plans for a new £32 million winery near Bridge, just three miles from the city of Canterbury.
The impact of the local wine industry can already be seen with events like the popular Canterbury Wine Festival, held over two days each May. More than 60 wines from across Kent were featured in 2025 – from multi-award-winning established winemakers to exciting new producers. This year, the event welcomed Domaine Evremond, a new Kent sparkling wine created by Champagne-Taittinger and Hatch Mansfield on the slopes of Chilham near Canterbury.
This unforgettable wine-tasting event returns on Friday, 15th and 16th of May 2026. For a taste of Kent’s finest wines and for an introduction to Canterbury, Kent’s leading visitor destination, it’s certainly one for the calendar.
Wine tourism and the wider visitor economy
Wine tourism contributes some £213 million to the UK economy, accounting for around 25% of total income for producers overall. It’s a trend that shows no sign of ending with visits to UK vineyards surging by more than 50% over the past two years.
While there are understandably protections in place to preserve the visual beauty of the North Downs National Landscape there is still scope for sympathetic and sustainable projects that will allow wine growers to further capitalise on that demand, from farm shops and fine dining to overnight stays.
Canterbury, as Kent’s visitor capital, also offers a wide range of accommodation – from glamping and bed and breakfast to boutique hotels that will allow people to extend their stays and enjoy all that the district has to offer – from the historic city and stunning coastline to the best of Kent’s wine country. With demand high, there’s always room for more.
To find out more about the visitor economy in Canterbury and opportunities to invest or locate your business, get in touch today.