Cantine Aperte, 500 events in Italy. But wine tourism needs diversification to grow further

More than 500 wineries throughout Italy will open their doors to wine enthusiasts (some would say to wine lovers) and the merely curious on the weekend of 25 and 26 May for the 2024 edition of Cantine Aperte. An appointment that has been repeated for 32 years now during which time much has changed in the world of wine tourism, with producers increasingly equipped for hospitality (on a broad scale, not just for tastings) and with direct sales representing an increasingly important share of turnover. In short, wine cellars are now open all year round and not only during this type of event, which in any case remains fundamental for the promotion of wine tourism. Yet much remains to be done to enhance a sector that, with the growth in the number of foreigners visiting Italy in search of wine and food experiences, could become increasingly strategic.

On the Movimento Turismo del Vino website you can find all the wineries divided by region that are ready to welcome guests with guided tastings and more: visits to estates and walks among the rows of vines, picnics and aperitifs in the vineyard to learn about the combinations between wines and typical local products, tours to discover the landscapes and places of historical and cultural interest in each region, with guided visits to villages and museums. And again: itineraries to discover extra virgin olive oil, honey, spirits and all the local products, excursions by bike or on horseback, sensory walks in the woods and wine trekking, painting, ceramics and gardening workshops.

A diversification of experiences is necessary, if it is true that - as emerges from a survey by the Italian Association of Food and Wine Tourism - the surprise effect of going out to the vineyard and winery is waning, with almost 60% of Italians believing that the proposals are too similar. They expect something more from an emotional point of view and more synergies with the territory.

Some estimates estimate at over 2.5 billion the value generated by wine tourism for wineries, but if in the USA the weight on turnover of vineyard visits touches 70%, in Italy in 2023 only 6% in large wineries and 14% in small ones: to grow it is therefore necessary to expand and segment the offer. A path that is accompanying, for example, Divinea, a company owned by some of the major Italian wine groups, which from 2019 will accompany wineries in the process of digitalisation, with the aim of increasing direct sales also through wine tourism. Also thanks to the memory of artificial intelligence Divinea estimates that the average expenditure of wine tourists has grown by 18% in the last year.

"The culture of wine and the passion for hospitality have always been the pillars of the Movement," emphasises Nicola D'Auria, president of the Movimento Turismo del Vino, "and the winning combination that has made us the reference brand in wine tourism. And this edition of Cantine Aperte will once again be a great opportunity to celebrate the best of national wine tourism by integrating a passion for wine with an in-depth look at the history and traditions behind each production and the many natural, cultural and artistic activities creatively organised by producers in each region. More and more participation and involvement demonstrate the commitment of our wineries to offer a more immersive and multifaceted wine tourism experience, in line with the ever-changing needs of the third millennium wine tourist".