Rome, Aug 13 (ITALPRESS/GNA) – Wine tourism is increasingly gaining ground on Italians’ vacations, even when the trip isn’t primarily about wine.
This phenomenon is captured in the new report “Italians and Wine Tourism Experiences,” edited by Roberta Garibaldi with Ascovilo and The Data Appeal Company.
Food and wine tourism currently involves approximately 18 million Italians, 4.5 million more than in 2024. The geography of desires is also changing:
Cinque Terre and Salento lead the ranking of the most sought-after destinations, with 20%, followed by Chianti, the Amalfi Coast, and Etna. Montepulciano, Montalcino, MonLanghe-Barolo, and Gallura follow.
The data reveals a new way of experiencing wine tourism: wine becomes a component of the holiday, capable of connecting the sea, the hinterland, gastronomy, and landscape.
When choosing a destination, value for money, the beauty of the rural landscape, and geographic proximity are key factors.
When choosing a winery, however, the landscape is the primary criterion, followed by value for money and proximity. The quality and reputation of the wines account for only 60%.
-Photo IPA Agency-
GNA/ITALPRESS