REBUGHINI (GENERAL MANAGER, VERONAFIERE): NEW TRADE FAIR LEVERAGE TO DEVELOP WINE TOURISM.
ROBERTA GARIBALDI: TRANSITION FROM “DRINKING WINE” TO “LIVING WINE”. GROWING DEMAND FOR EXPERIENCE LIVED BETWEEN WINE CELLARS AND LOCAL AREAS
Verona, 31 March 2025. Wine Tourism joins the scope of the 57th International Wine and Spirits Exhibition with the debut of Vinitaly Tourism - the new Veronafiere project promoting experiences that can be enjoyed in wine cellars all over Italy. Scheduled for Wednesday 9 April, Vinitaly Tourism MAKES IT debut with 64 wineries, 16 buyers (tour operators, travel agencies and online travel agencies) selected by Veronafiere from the United States, Germany, Spain and Italy; 174 b2b speed date format matching appointments have already been scheduled (2nd floor Palaexpo, Business Centre, Entrance A1), joining conferences and new research conducted by Roberta Garibaldi, President of the Italian Food and Wine Tourism Association, the result of a series of surveys involving a representative sample of 1,500 Italian tourists.
"The growth of wine tourism seen in recent years in Italy provides us a snapshot of a heritage that is still largely unexpressed in terms of its overall potential," explained the General Manager of Veronafiere, Adolfo Rebughini. Vinitaly Tourism aims to be the trade fair levering the development of tourism in winemaking districts and, consequently, for companies throughout Italy. "Vinitaly has always been a centre of gravity for new trends. The inclusion of this new area in the event schedule accelerates a programming plan that, in coming years, may well be included in our international events."
The Wine Tourism Report prepared by Roberta Garibaldi suggests that the transition is evidently already underway: from simply “drinking wine”, consumers are increasingly moving towards “living wine”. In other words, wine is no longer a product consumed every of day but an experience to be enjoyed in all its aspects within a wine tourism programme that sees wineries as being among the most memorable experience of a trip and the wine-product as an icon of Italian food and wine. Results indicate that interest in visiting wineries and production areas continues to expand. In particular, the number of Italian tourists visiting wine-related destinations increased from 60% in 2021 to 77% in 2025. Over the years, wine cellars have equally confirmed their status as the favourite “destinations” among production sites: 40% of Italian tourists say they visited at least one winery during their most recent trips, compared to 32% in 2024 and 29% in 2021. Furthermore, among Italian food and wine icons, wine also leads the way with 38.1% of preferences, ahead of extra virgin olive oil (24%), pizza (22%), pasta (15%) and cheese (11%). Visits to wine cellars with tastings is viewed by Italian travellers as the most memorable food and wine experience they enjoy on their travels (26% of preferences).
Food and wine tourism has high potential but business risks being penalised by a number of critical issues, as highlighted in the Report. Interviewees emphasise the lack of clear information about the experience (e.g. opening hours, costs, content), as highlighted by 58% of Italian visitors, and restrictions concerning visiting hours and days (54%), mainly because many wineries remain closed on holidays, which are the periods when wine-lovers would have more time available to enjoy the experience. The third critical factor is of particular current interest and involves the fear of road checks after visiting and tasting experiences, with the risk of suspension of driving license. More than half the interviewees (53%) mentioned this, even in light of recent more restrictive regulations. There was an interesting response to expected prices. 63% of Italian tourists said that price limited decision to visit production companies (including wineries), and while 31% are willing to spend between 21 and 40 euros per visit, 36% are not prepared to pay more than 20 euros. Yet one-third of interviewees also stated they would be willing to pay even more. Roberta Garibaldi commented: "Data clearly highlight the importance of structuring targeted system-level action to promote food and wine tourism and rural areas by recognising agricultural companies as the strategic hub for the sustainable development of local areas. We must also tackle the transport issue with determination, invest in training and incentivise human resources so that sector professionals can improve their offering and attract tourist flows throughout the year."
As regards the most popular wine destinations among Italian and international wine lovers, analysis of digital traces carried out in collaboration with Data Appeal indicates that Langhe/Barolo, Chianti and Montalcino achieved the highest approval levels. On the other hand, the tourist destinations characterised by winemaking that Italian tourists would most like to visit include the Cinque Terre (20.1% of preferences) and the Salento area (19.9%). German tourists are more attracted by Chianti (38%) and the Montepulciano area (27%), whereas the English enjoy Etna (33%) and Chianti districts (30%) - just like the Americans who, however, are more oriented towards Chianti (41%) followed by Etna (32%).
Vinitaly Wine Tourism will also host a calendar of theme events focusing on the future of wine tourism between challenges and opportunities organized with the scientific coordination of Roberta Garibaldi and the technical support of Winedering. The conference schedule will open with the report “Wine tourism is not (just) tasting: how to build a real business” curated by Winedering (10:10-11:40). The focus groups coordinated by Roberta Garibaldi are listed below: "Wine tourism in Italy: data, trends and opportunities” (11.40-12.10), “Strategies in synergy to promote denominations and territories” (12.10-12.50), “Innovation and sustainability in wine hospitality: the key role of hospitality managers” (12.50-13.25). The Wine Tourism Movement and its President Violante Gardini Cinelli Colombini will close the sessions of Vinitaly Tourism by spotlighting “Wine tourism: regional differences, new challenges and opportunities” (1.35-2.10).