Wine tourism at Vinitaly: the gastro-traveller is no longer satisfied with tasting alone
40% of Italians have visited a winery in recent years, in 2021 they were 29%. But tourists are looking for innovative and well-organised experiences, and an increase in the offer of tour operators is crucial for growth: ad hoc appointments at the Verona Exhibition Centre
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Key points
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40% of tourists claim to have visited at least one winery during their most recent trips, compared to 29% in 2021. And if we consider the broader set of "places of production" of all Made in Italy agro-foods, this percentage rises to over 70%, approaching 91% of those who claim to have had "culinary experiences" in restaurants. These are just some of the figures presented at Vinitaly by Roberta Garibaldi - President of the Italian Wine and Food Tourism Association and lecturer at the University of Bergamo - that demonstrate, if proof were still needed, how wine tourism is one of the most dynamic activities in the wine world.
Not only in the cellar: how the experience changes
."It may seem a contradiction in a period of declining consumption," comments Garibaldi, who is entrusted with the scientific coordination of Vinitaly Tourism, "but the reference universe is different and growth is a clear phenomenon that probably finds its motivation in a desire for tourism that is different from the past, leaving more space for the outdoors, relaxation and good food, in which wine plays a leading role. In the survey, it is in first place among the 'icons of Italian food and wine' with 28% of preferences ahead of oil (24%) pizza (22%) pasta (15%) and cheese (11%).
"There is a shift from 'drinking wine' to 'living wine'," Garibaldi summarises. "Oenotourism no longer means spot visits to the winery, but going in search of more complete and structured experiences. There is a desire to live for several days in these contexts. There is a lot of talk about overturism, but in reality this is a phenomenon that concerns large cities of art or certain locations, especially seaside ones. The solution against overtourism is called rurality and we already have it at home'.
Statistics show that the number of overnight stays by foreign tourists in rural areas and in the villages of the Italian hinterland amounts to 48.5 million, equal to 20.7% of the total number of foreign presences. "A significant figure when compared to direct competitors," Garibaldi points out. "In France the percentage weight is similar, but the numbers are lower (28.5 million), while in Spain the share is minimal (2.2%, or 6.5 million).
The main wine tourism destinations welcomed 62.6 million presences and 18.5 million arrivals by 2023 (+3.5% over 2019 and more than half composed of foreigners). But which are the wine destinations most appreciated by winelovers? Langhe/Barolo, Chianti and Montalcino received the highest appreciation, according to the digital trail analysis conducted in collaboration with Data Appeal. Italian tourists would like to visit the Cinque Terre and Salento, Germans are more oriented towards Chianti and the Montepulciano area, the British and Americans towards Etna and Tuscany.
