It’s great to drink a beer that you’ve never heard of, in a city you’ve never visited, with other beer geeks. The term beer tourism is used to describe this development and has become a very popular guest activity in recent years, which has developed into an important component of the travel offers that focus on breweries, taprooms, and regional cultures of beer. The trend of destination beer drinking is still gaining momentum, and is estimated to be worth approximately $22 billion in the world by 2030.  This is logical, given that one of the fastest-growing travel trends is right now beer tourism. It draws in millions of beer fans looking to drink various craft beer creations, anywhere from centuries-old German lager halls to small taprooms in Tokyo. If you’re the kind of person who likes that, you definitely want to be involved with this kind of experience. If so, then read on as we’ll list 3 best cities to visit for beer tourism around the world.

What Is Beer Tourism?

Simply put, beer tourism is travel tourism. However, unlike regular travel tourism, it isn’t just for sightseeing alone. It’s also for experiencing beer culture. When you do beer tourism, you visit craft breweries, attend beer festivals, and do brewery tasting tours. The appeal isn’t just the beer, though. It’s also about learning the local brewing traditions from the people who actually make the stuff.

Top 3 Cities to Visit for Beer and Brewery Tourism

Now, let’s look at some of the cities that should be on your list as you plan to travel for beer.

Portland, Oregon, USA

Portland is widely known as “Beervana”. That’s a well-earned nickname, seeing as the city is home to over 80 breweries and a massive hub for creative craft beer. While you can visit any of the breweries the city is known for, Deschutes Brewery and Breakside Brewery are two places that must be on your list.  What’s more? Time your trip right, and you can be part of the Portland Craft Beer Festival or the Portland Oktoberfest in July and September, respectively. But going to the Portland beer fest or tasting beer in Deschutes Brewery is one thing. 

How do you personalize the experience so that you get the most out of your visit? One way serious craft beer enthusiasts do this is by shopping for the best unbreakable beer glasses before a trip. Craft beer’s art form is an intricate one. Certain glasses direct the hop and/or malt taste right to your nose, and can therefore help enhance the taste. If you are buying, it’s suggested by a popular manufacturer of shatterproof glassware, Govino, to buy dishwasher-safe and reusable glassware. It’s a wonderful attribute when it comes to outing or indoors, as you stroll around.

Munich, Germany

Munich is the spiritual capital of beer tourism. The city doesn’t just have a beer culture. It is the beer culture.   Munich is home to the Hofbräuhaus, which opened in 1589 and is one of the most visited beer halls on earth. Paulaner and Augustiner have also been brewing here for centuries. Then there’s Oktoberfest. This is basically the largest beer festival in the world and has constantly put Munich on the map for beer tourism. Just recently, in 2025, the event drew 6.5 million visitors, who over the next 16 days consumed roughly 6.5 million liters of beer.

While there have been calls that organizers should charge an entry fee for the annual event, Oktoberfest director Christian Scharpf has said, definitely not. “Oktoberfest is a folk festival, not an amusement park.  If you want to have a folk festival atmosphere, it makes no sense to have an entrance fee, Christian Scharpf. That transparency is a contribution to the Munich tradition of free access for visitors and residents to share in the city’s brewing tradition. It also helps to maintain a strong connection with the city’s beer culture, which continues to be a vital part of the experience and remains a unique aspect of the season. Which makes it possible to always visit Munich at the time of mid-September to early October, and still enjoy this beerfest.

Tokyo, Japan

Tokyo is a latecomer when it comes to craft beer, but it’s picked up the pace. This is partly due to their ability to make sake and their accuracy. The Japanese used this know-how to hops and beer brewing, and produced amazing hops and beers. Kiuchi Brewery’s Hitachino Nest Beer is an example of these amazing brews. They have recently won the “Beer of the Year Japan” at the London Beer Competition in 2026, for their espresso stout.  

However, Tokyo’s taprooms are not just big, they’re small, too, with dozens located throughout the city. The taprooms try out many different flavors and have some creative brews here that you wouldn’t find in Portland or Munich.  This unique landscape is one of the reasons the Japanese craft beer market will likely hit $24 billion by 2034, according to market reports.  Of course, the market is still young by European standards, but that’s part of the appeal. Visiting makes you feel like you’re part of something still in the process of becoming.

Beer Tourism Tips

Now that you know the top three cities to visit for beer and brewery tourism, let’s look at how to make the most of your tour safely.

1. Plan. The first tip is to seriously plan. Brewery tours and fest tents sell out months in advance. Do not just show up in Munich expecting a table. Book it. 

2. Pair the Food. Do not just drink. Also, eat the local cheese, the sausage, or the dumplings. The flavors are designed to go together. You are missing half the story if you skip the food.

3. Stay Safe. Don’t jump into just any taxi because you’re in a hurry. In many cities, tourists are easy targets for thieves, so use the subway or walk. You should also take it easy with the drinking. Pace yourself, and also drink water. The idea is to have a great time, not get hospitalized.

FAQs

What is beer tourism?

Beer tourism is like the usual travel tourism, but not just for sightseeing alone. It’s mostly to experience different beer cultures. You typically do this by visiting breweries, attending beer festivals, and experiencing local brewing traditions. 

Which city is best for beer tourism?

There is no single “best” city when it comes to beer tourism. Every city that attracts beer lovers has that one thing that makes it unique. However, top destinations like Munich, Berlin, Portland, and Tokyo are immediately attractive to beer enthusiasts.

What makes Tokyo interesting for beer lovers?

Tokyo doesn’t do just the usual traditional brewing. The beer community also combines traditional ingredients like yuzu and green tea to make creative brews. Tokyo craft beers are definitely unlike those elsewhere.

Beer Tourism Key Stats

Choosing Your Next Beer Destination: Portland vs Tokyo 

Beer tourism is more than just drinking beer! It provides a window into the local culture, history, and cuisine, and each location has its own stories and experiences to offer in the making, pairing, and celebrating of beer. We have come to know of three of the finest destinations that perfectly marry these qualities in special ways. It’s up to your experience, and your destination could be the crafty side of Portland or the skillfully created brewing heritage of Tokyo.