Wine tourism: the trend that proposes a 'wine' trip 

Wine tourism, o wine tourismis a fast-growing sector, especially in recent years, and is enjoying considerable success among travellers worldwide. A trend that is much more than just a visit to a wineryis a true sensory and cultural experience that involves the tourist, leading him to the discovery of unique territoriescenturies-old traditions and, of course, excellent wines. 

Wine tourism recorded a extraordinary growth in Italyby combining unique experiences and breathtaking landscapes in the country's most prestigious wine regions. Wineries from north to south have expanded their offerings to accommodate an increasingly diversified tourism, not only for wine enthusiasts, but also for families, singles and young people looking for new, engaging and often open-air experiences.

Popular destinations include the Tuscany with its wines Chianti and BrunelloPiedmont with the powerful Barolo and Barbarescothe Veneto region known for Prosecco, Trentino Alto Adige with its elegant white wines, and Friuli Venezia Giulia renowned for aromatic varieties such as the Ribolla Gialla.

Wineries, especially those more oriented towards wine tourism, have implemented digital services to improve hospitality and increase direct sales, which now account for over 25% of their total, compared to the national average of 12.6%. This growth has led to the creation of new activities, such as guided tours, thematic tastings and summer eventswith average prices starting from 30 euro per person.

The wine tourism sectoralthough growing rapidly, faces some challenges related to the distance from urban centres and the closure of wineries on public holidays. However, new logistical solutions, the diversification of the offer and the involvement of women in the management of wineries are helping to transform wine tourism into a complete and engaging experience.

Wine tourism in Italy: three wineries to visit

Italy, with its countless wine varieties and internationally famous production regions, is one of the most popular destinations for this type of trip.

Among the wineries of excellence in Italy are:

1. Antinori Cellars (Tuscany): Located in the heart of Chianti Classico, the Antinori family has been producing wine for over 600 years. Their modern winery in Bargino, designed by architect Marco Casamonti, is an architectural work of art. Visitors can admire innovation and winemaking tradition as they explore the facility, taste the wines and visit the museum dedicated to the family history.
2. Feudi di San Gregorio (Campania): In the heart of Irpinia, this winery is known for its characteristic wines such as Fiano di Avellino and Taurasi. It combines modern design and environmental sustainability. Tourists can participate in guided tours, exclusive tastings and gourmet lunches at the 'Marennà' restaurant, located in the winery itself.
3. Planeta (Sicily)with vineyards in various parts of Sicily, Planeta offers a unique wine tourism experience. Their wineries, such as Ulmo in Sambuca di Sicilia and Buonivini in Noto, offer not only tastings but also cultural events, culinary workshops and outdoor activities in the vineyards.

Apulia is another gem of the Italian wine tourism scene, known for its historical cellars and centuries-old wine-making traditions. This sun-kissed region nestled between two seas is home to a variety of grape varieties that reflect the richness of the land. With its robust, full-bodied wines, such as the Primitivo di Manduria and Nero di TroiaApulia has earned a prominent place in the world wine scene.

Apulian wine cellars, often family-run, offer an immersive experience, taking visitors through historic vineyards and revealing the secrets of ancient wine-making techniques. The region is also distinguished by the beauty of its landscapes, including trulli, olive groves and vineyards, which provide a backdrop to exclusive tastings and guided tours. Although its remoteness from established tourist circuits presents a challenge, Apulia is increasingly emerging as a wine tourism destination outstanding, thanks to its warm welcome, the quality of its wines and the authentic experience that its cellars can offer.

But who is the food and wine tourist?

They are typically educated, with an upper-middle income level and a strong passion for food and wine culture. These travellers seek authentic experiences that allow them to come into direct contact with the producer and better understand the vinification process. They are often interested in learning about local agricultural and wine-growing techniques, the history of the area and the link between wine and gastronomy.

In addition to the guided tastingsThey are looking for engaging activities, such as vineyard walks, traditional cooking lessons and wine and food pairings. They want to take home not only bottles of wine but also deeper knowledge about the production process and local culture.

The Importance of Experience

Cellars who wish to attract these tourists must focus on offering a complete and engaging experience. Investing in staff training, welcoming spaces and diverse tasting programmes is crucial to meet the expectations of modern travellers. Le partnerships with local restaurants and tour operators, as well as participation in wine and food eventsi, contribute to making wine tourism an increasingly essential component of the Italian tourist offer.