IN BREVE
- Approximately 400,000 people will spend New Year’s Eve 2025 in Italian agriturismi, a 5% increase compared to last year.
- People are looking for intimate atmospheres and food and wine experiences, pushing agriturismo bookings toward a sell-out.
- Experiential tourism is gaining popularity, with activities such as horseback riding and cooking classes in high demand.
- Food and wine tourism in Italy is worth approximately 40 billion euros a year, with one-third of tourists visiting wineries.
- The agriturismo sector remains fundamental for Made in Italy tourism, combining food and culture in a significant way.
Over 400,000 people will spend New Year’s Eve 2025 in Italian agriturismi. The estimate, up 5% from last year, comes from Coldiretti, Campagna Amica, and Terranostra. Driving the bookings is the search for a more intimate atmosphere, away from the city chaos, combined with the desire for original food and wine experiences. The 26,000 facilities across the country are reporting occupancy rates very close to being fully booked.
DEMAND FOR EXPERIENCES BOOSTS THE AGRITURISMO SECTOR
Traditional dining remains one of the main reasons for choosing an agriturismo, a central element also in the UNESCO recognition of Italian cuisine. In recent years, however, the offering has expanded toward experiential tourism. Among the most requested activities are horseback riding, cooking classes, woodland walks, and trails on horseback, by bike, or on foot. These proposals are capable of attracting an audience that is increasingly attentive to discovering rural territories.
FOOD AND WINE TOURISM WORTH 40 BILLION EUROS
Interest in production sites is also growing. One in three tourists visits a winery, while one in four chooses dairies, oil mills, or breweries. This phenomenon contributes to the estimated value of Italian food and wine tourism, equal to approximately 40 billion euros a year including direct and indirect effects, according to the latest report by Roberta Garibaldi.
COMMENT FROM CAMPAGNA AMICA AND TERRANOSTRA
“Forecasts for New Year’s Eve confirm an absolutely exceptional 2025 for the agriturismo sector, with a largely positive balance that confirms its leading role in Made in Italy holidays, with constantly growing numbers,” emphasizes Dominga Cotarella, president of Campagna Amica and Terranostra. “With food remaining the main motivation for travel in Italy alongside art, the agriturismo is the type of holiday that more than any other embodies the values of Made in Italy, in the eyes of foreigners but now also Italians, with an increasingly important economic and cultural weight for the country.”
