Wine tourism, a strategic lever for Italian wine: Sicily takes center stage amidst growth and global challenges

Wine tourism is establishing itself as a strategic asset for Italian wineries. In a complex international scenario, the sector finds new opportunities for growth and territorial enhancement through this lever. Over the last five years, the main Italian wine areas—from Valdobbiadene to Valpolicella, from Langhe to Franciacorta, through to Collio and Chianti—have recorded increases in tourist arrivals higher than the regional average, excluding cities of art.

The data emerges from the Nomisma Wine Monitor research for UniCredit, presented in Palermo. In Sicily, the municipalities of Etna linked to the DOC recorded a 17.4% growth in arrivals between 2019 and 2024, compared to the regional average of 12.4%.

“The wine sector, which represents a strategic pillar for the Sicilian economy, is operating today in a complex global context, where old and new challenges are joined by significant opportunities, such as the rise of wine tourism—a strategic lever supporting competitiveness, attractiveness, and territorial enhancement,” stated Salvatore Malandrino, Regional Manager for Sicily at UniCredit. “UniCredit renews its commitment to accompanying businesses on this path through credit, a dedicated service model, and specialist consultancy.”

“Assovini Sicilia is betting on wine tourism not just as a strategy but as an asset for our wineries, which are responding dynamically to the new challenges of the wine world,” commented Mariangela Cambria, president of Assovini Sicilia. “Wine tourism allows us to tell the story of wine as a cultural product and part of a broader context where landscape, history, producers, and gastronomy coexist. The Sicily of wine confirms itself today as an island capable of intercepting changes and anticipating strategies.”

The value of wine tourism for Italian wineries reaches approximately 3.1 billion euros. It is no longer an ancillary activity, but a structural component of the business. In Sicily, the phenomenon takes on a strongly international dimension. According to producers, the typical wine tourist is foreign, particularly from the United States, Germany, and the United Kingdom.

They are between 40 and 55 years old and are not necessarily wine experts. This element represents an opportunity to increase wine culture and build loyalty among new consumers. Outlooks indicate a growing demand for personalized, immersive experiences integrated with cultural activities. The offering will need to evolve in this direction.

2025 closes with a negative sign for Italian wine exports: -3.6% in value, equal to approximately 300 million euros and 400,000 hectoliters less. The largest declines are recorded in North America (-204 million) and non-EU Europe (-89 million). Conversely, exports to European Union countries, which represent 40% of the total, are growing.

The decline affects all major global exporters: France (-4.4%), Spain (-5.1%), Chile (-10.2%), Australia (-14.6%), and the United States (-36%). Only New Zealand remains nearly stable (-0.5%). Among import markets, Germany, Switzerland, and Brazil are growing. The United States (-12%), United Kingdom (-6%), Canada (-12%), and China (-15%) are down.

Export trends are also reflected in PDO wines. In Sicily, still whites recorded growth of 2.4% in value. In the United States, they show a +8.4% increase, bucking the Italian average (-13%). The situation is the opposite for Sicilian PDO reds, which lost 11%, penalized specifically by the US market.

It should be noted that Istat data does not include volumes exported from ports outside the region. The real value of Sicilian exports could therefore be higher.

Over the last three years, Sicilian wine production has stood at around 2.7 million hectoliters. 80% is represented by PDO and PGI wines, above the national average of 72%.

White wines dominate with over 64% of production. Over the last ten years, they have driven exports with 50% growth in value. The United States remains the top market (22%), followed by Germany (12%), the United Kingdom (7%), the Netherlands, and Canada (6%).

In parallel, there is a contraction in red wine consumption in Italy. The share of regular consumers over 60 has dropped from 70% fifteen years ago to 54% today.

Despite changes in consumption, the origin of the wine remains decisive. Over 40% of Italians choose based on provenance, both for home consumption and dining out.

Founded in 2003, Sicilia en Primeur is the international event dedicated to the preview of the latest vintage. It involves the Italian and foreign press with tastings, meetings, and tours of the wine territories. The format includes 12 itineraries across the main production areas, winery visits, technical tastings, and discussion sessions. The 2025 edition saw the participation of over one hundred journalists and 57 companies.

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