Wine Tourism Seeks New Paths (and Fewer Leading Players)

At a time of slowing wine consumption globally, wine tourism is proving to be one of the most dynamic levers for the future of the Italian wine sector. Wine tourism is no longer considered an ancillary activity, but a strategic asset capable of generating economic value, strengthening the relationship with territories, and supporting direct winery sales.

The scenario emerges from the report “When Wine Meets Tourism. Numbers and Models of Italian Wineries“, edited by Roberta Garibaldi (University of Bergamo, president of AITE-Italian Association for Food and Wine Tourism) in collaboration with SRM Research Center connected to the Intesa Sanpaolo Group. This is the second part of the report produced for FINE #WineTourism Marketplace Italy.

The study was presented at Hospitality – The Hospitality Trade Show, an event dedicated to the HoReCa sector organized by Riva del Garda Fierecongressi, currently underway at the Riva del Garda exhibition center. The analysis examines the organization of the offering, economic performance, and prospects for wine tourism in Italy, comparing them with international benchmarks.

Globally, wine tourism is currently worth $46.5 billion (approximately €39.1 billion) and is one of the most dynamic segments of experiential tourism. Europe accounts for 51% of the market, with France, Italy, and Spain among the leading countries.

Growth prospects remain strong: according to estimates cited in the report, the sector could grow at an average annual rate of 12.9%, thanks to growing interest in experiences linked to territory, production culture, and sustainability (source: Grand View Research, 2024).

The wine tourism trend moves counter to global wine consumption: in 2023, according to the study, global consumption reached its lowest level since 1961. In this context, winery visits become a useful tool for diversifying revenue and strengthening direct relationships with consumers.

Data on visits shows that the audience is largely composed of domestic tourists (55%). The share rises to 62% when including residents and proximity visitors, considered important for loyalty and direct sales. Foreign visitors represent 32%, a lower percentage compared to other European and international contexts.

The study also highlights that audience composition is similar between small and large companies, indicating limited internationalization as a structural characteristic of the sector.

Fine Wine Tourism Marketplace debutta in Italia, a Riva del Garda

Another element concerns seasonality. In Italy, spring and summer account for 68% of total visits. According to the report, there is development potential for the “cold” seasons, particularly autumn, a period that in countries like France coincides with peak attendance.

The study also notes that public opening hours often exclude the busiest days: many wineries do not guarantee service during national holidays. Regular opening hours are more common in larger companies, thanks to a more solid organizational structure.

Among the main critical issues is wine tourism governance. Territorial coordination is entrusted to multiple entities, including protection consortia, regional departments, food districts, Wine Roads, and the Wine Tourism Movement, with roles that are not always integrated.

Despite the fragmentation, the report notes growing willingness toward more structured coordination models: 62% of companies are willing to contribute financially to creating a public-private consortium dedicated to territorial marketing, even with modest fees.

In the 2022-2024 three-year period, 77% of wine tourism businesses made investments, a higher share than the hotel sector. On average, companies allocate over 14% of revenue to investments, with higher incidence in smaller operations.

Investments remain concentrated on the core wine business, but attention is growing toward innovation, sustainability, digital, accessibility, and experience quality. For the 2025-2027 period, over half of companies plan new investments.

The report links investments and organizational choices to stronger economic-financial results. In 2024, companies that invested show a median ROE close to 1.7%, compared to values near zero for companies that did not invest. Productivity is also higher: approximately €70,000 per employee compared to just over €50,000.

The analysis identifies different company clusters, with profiles ranging from local and conservative models to businesses more oriented toward distribution and communication channels, to operations investing in digital and sustainability or showing significant international demand.

The most dynamic clusters show revenue and asset growth rates above 25% in the 2019-2024 period, while less structured ones show room for improvement mainly related to internal organization and a more defined market strategy.

The study also analyzes the value generated in territories. Each tourist presence linked to food and wine tourism produces over €150 in added value, thanks to spending distributed across a broad supply chain: agriculture, dining, services, commerce, culture, and crafts.

According to the report, the ability to network businesses, institutions, and local operators amplifies the economic impact of wine tourism, contributing to deseasonalization, enhancement of inland areas, and distribution of wealth across the territory.

“The sector’s competitiveness, according to companies, stems from the meeting of internal commitment and public policies capable of supporting and amplifying private efforts,” states Roberta Garibaldi. “Companies are calling for policies that are predictable, accessible, and consistent with the specificities of wine tourism, avoiding discontinuities that risk dampening investment propensity. Accessibility in all its forms is also important. Alongside regulatory and economic aspects, there is a call for more coordinated and strategic governance, capable of creating synergy among tourism, agriculture, culture, and territorial development. Integrated promotion, territorial marketing, and coordination among institutional levels are perceived as decisive levers for fully realizing wine tourism’s potential.”

“Wine tourism is entering an increasingly selective and quality-driven growth phase – states Salvio Capasso, SRM Research Center connected to the Intesa Sanpaolo Group –. The results show how economic performance and investment choices contribute to defining highly differentiated company profiles, with very different competitive outcomes. In this context, territorial governance must be able to support the development of higher-performing profiles, supporting interactions between businesses and destinations and promoting the dissemination of skills and informed investment choices, particularly in technology and digital, with the goal of amplifying the economic and social value generated by wine tourism for territories.”

From the 2025 Italian Food and Wine Tourism Report edited by Roberta Garibaldi, the importance of food and wine in supporting Italy internationally is evident. In quantitative terms, over the past three years, it is estimated that at least one in two foreign presences is directly or indirectly linked to food and wine appeal. This means it has motivated approximately 132 million days of tourist stays. “According to SRM estimates – continues Salvio Capasso – assuming growth in international tourist presences of at least 5%, food and wine tourism would generate, also with a view to enhancing synergy with other themes, €1 billion. This highlights not only the value of food and wine tourism as an international tourist attraction for our country but also as a lever for economic wealth.”

“Wine tourism today represents one of the most powerful levers for developing our territories, capable of generating economic impact that goes well beyond a glass of wine. The analysis highlights, however, a fragmentation that risks limiting the sector’s full potential, especially regarding internationalization and deseasonalization – states Alessandra Albarelli, General Director of Riva del Garda Fierecongressi. – Our role as Riva del Garda Fierecongressi, through events like Hospitality – The Hospitality Trade Show and FINE Italy, is precisely to foster dialogue between public and private sectors, creating that integrated ecosystem that companies are calling for. Only by working together can we transform the excellence of our product into a mature and globally competitive tourist destination.”