New data has confirmed that outdoor concerts are a major money-spinner for wine country, with each show generating tens of millions.

About 15,000 fans will flock to two separate concerts today featuring Whitney Houston at Hope Estate Winery and Tom Jones at Bimbadgen Estate.

The stars join a long list of international acts that have generated up to $13 million a gig in direct tourism dollars.

A Fleetwood Mac concert in December last year reaped $13.8 million for the region, eclipsing the 2007 Elton John show that brought in $10 million, BA Market Surveys researcher Bob Algi said.

"This weekend will come somewhere in between those two events," Mr Algi said.

The research looked at accommodation, restaurant and cellar door figures.

With the rapid growth of the industry, Mr Algi said BA market Surveys would now do full-time monitoring of events and their economic impact on the valley.

"We're talking about a large amount of money coming in directly because of these events." he said.

Accommodation was 98 per cent booked for the Fleetwood Mac concert weekend and Elton John.

"December's weekend occupancy rate was lower than mid-week for the first time ever last year, and Fleetwood Mac was a much-needed boost," Mr Algi said.

Venue wine sales and contract catering also generated big cash for the region's food and beverage suppliers, he said.