From walks in the olive groves to tastings: oil tourism is up 37% in Italia

Oil tourism in Italy is growing and consolidating between tastings and food pairings, dinners and walks among age-old olive trees. These are the findings of the second Oil Tourism Report promoted by the Citta dell'Olio Association, Coldiretti and Unaprol and edited by Roberta Garibaldi.

Between 2021 and 2024, participation in extra virgin olive oil experiences increased by 37.1 per cent and 7 out of 10 Italians consider olive groves and extra virgin olive oil a symbol of national cultural and landscape heritage.

"Interest," commented report editor Roberta Garibaldi, "is growing both on the domestic market - where 70% of Italians would like to do tastings with gastronomic pairings - and in the main foreign markets, particularly Germany, France, Austria, Switzerland and the United States. Alongside tastings, visits to olive mills and purchases on the farm, there is an increasing demand for immersive experiences such as itineraries among centuries-old olive trees, dinners in olive groves (chosen by 71%), cultural itineraries and visits to historic olive mills. Tuscany (29%) and Apulia (28%) lead the preferences, followed by Sicily (20%), Umbria (18%) and Liguria (15%), while interest in lesser-known but high-quality production territories is growing".

On the spending front, differences emerge between markets: in Europe, a range between 20 and 40 euros prevails, while US tourists show a greater propensity for the premium segment, with 30% willing to spend between 60 and 100 euros. Italians show strong interest in the health (65%), varietal (60%) and cultural (60%) aspects of oil.

"Oil tourism,' commented Unaprol president and Coldiretti vice-president David Granieri, 'is no longer a niche for enthusiasts, but a pillar of our rural economy. Our olive growers do not just sell an extraordinary product like extra virgin olive oil, but offer an experience because each bottle encapsulates the work of those who preside over often difficult territories, preserving the land from abandonment and guaranteeing the beauty of those villages that are the beating heart of our country. In this perspective, oil tourism confirms itself as a formidable tool to counter the depopulation of inland areas and to promote a proximity, sustainable and deseasonalised tourism'.