On 12 February 2026, at the Machera Cultural Center in Grevenmacher, the Minister of Economy, SMEs, Energy and Tourism, Lex Delles, and the Minister of Agriculture, Food and Viticulture, Martine Hansen, presented the action plan for the development of wine tourism in Luxembourg.
Launched in May 2025, the plan's creation process brought together all stakeholders in the wine industry, tourism operators, and local partners. It has now reached a key milestone with the presentation of a comprehensive action plan aimed at supporting, structuring, and strengthening wine tourism throughout Luxembourg.
This plan is part of the national sustainable tourism strategy "People, Regions and Economy – Tourism Strategy Luxembourg" and aims to make Luxembourg a leading wine tourism destination by showcasing its rich wine heritage, the landscapes of the Moselle Valley, and the expertise of local winemakers.
At the European level, wine tourism is experiencing sustained growth, driven by the search for authentic, high-quality, and personalized experiences. It is emerging as a major economic driver for wine regions, generating direct benefits for wineries, as well as indirect benefits for accommodation, restaurants, and other services.
Recent studies confirm several key trends, as well as high customer loyalty among wine tourists, which significantly contributes to the operating revenue of this sector. The growing interest in experiences combining wine, gastronomy, nature and culture is playing an increased role for storytelling and events in the attractiveness of destinations.
Three pillars to structure the strategy
The action plan is based on three pillars of development, reflecting the complete experience of visitors, producers, and local stakeholders in the hospitality sector:
entdecken – discover: access to the territory, landscapes, and wine heritage,
schmaachen – taste: sensory experiences centered around wine and gastronomy,
genéissen – enjoy: conviviality, hospitality, and immersion in the local way of life.
During the design phase, developed in collaboration with partners from the wine, tourism, and hospitality sectors, each of these areas resulted in 12 projects:
Creation of a general assistance center to support the implementation of wine tourism infrastructure projects.
Call for projects for the development of tourist accommodations in unusual locations or buildings in the region.
Development of wine tourism activities within the framework of the Wäinhaus operation.
Development of the "Musel Bike-Trail" offering, featuring cycling tours between vineyards and wine-growing landscapes.
Strategy and communication plan dedicated to promoting national wine tourism.
Creation of the "Wine & Hike" offering, combining hiking, nature, and wine tasting in the Moselle region.
Seasonal program of themed wine tourism activities, linking terroir and culture.
"Musel Wënzer Picnic" product concept, combining picnics with Moselle wine tasting.
Promotion of wine tourism offerings through the Luxemburg House network in Luxembourg City.
Seasonal "Wine & Dine" Horeca concept, inspired by "Resto Days" to highlight food and wine pairings.
Organization of "Terroirs & Grape Varieties of the Moselle" tastings for the general public.
"Discovering Nature and Viticulture" training for tour guides.
The action plan provides a structured framework for the development of Luxembourg wine tourism, while allowing the necessary flexibility for the gradual adaptation of actions. In the medium and long term, it will contribute to strengthening the attractiveness of the Moselle region, diversifying the local economy, promoting Luxembourg wines and sparkling wines, and encouraging quality and sustainable tourism.
“Wine tourism in Luxembourg fully embodies the spirit of the country, combining craftsmanship, landscapes, gastronomy, and culture, not forgetting the passion of our winemakers. This action plan is based on a clear vision: to make the wine sector a comprehensive experience and a driver of regional and sustainable development. The success of this ambition depends on a collective, sustainable, and inspiring approach,” says Lex Delles.
Martine Hansen added: “Wine tourism represents a major opportunity for our winemakers to introduce their wines and sparkling wines to new customers. It allows them to create an experience around the product, enhance its value, and bring producers and consumers closer together in a lasting way.”
Communiqué par le ministère de l’Économie / ministère de l’Agriculture, de l’Alimentation et de la Viticulture