{"id":99597,"date":"2026-04-22T14:04:39","date_gmt":"2026-04-22T12:04:39","guid":{"rendered":"https:\/\/www.winemag.it\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/"},"modified":"2026-05-21T00:20:10","modified_gmt":"2026-05-20T22:20:10","slug":"wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges","status":"publish","type":"post","link":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/","title":{"rendered":"Wine tourism, a strategic lever for Italian wine: Sicily takes center stage amidst growth and global challenges"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-ai-summarize yoast-ai-summarize\"><h6>IN BREVE<\/h6>\n<ul class=\"wp-block-list yoast-ai-summarize-list\">\n<li>Wine tourism is confirmed as a strategic asset for Italian wineries, contributing to significant growth in tourist arrivals, especially in Sicily.<\/li>\n\n\n\n<li>Research from Nomisma Wine Monitor highlights that from 2019 to 2024, wine tourism in the Etna region grew by 17.4%, exceeding the regional average.<\/li>\n\n\n\n<li>The value of wine tourism for Italian wineries has reached approximately 3.1 billion euros, becoming a fundamental component of the business.<\/li>\n\n\n\n<li>2025 marks a 3.6% decline for Italian wine exports, but Sicilian PDO wines are showing growth in still whites.<\/li>\n\n\n\n<li>Sicilia en Primeur, an event dedicated to wine, involves over a hundred journalists and 57 companies, promoting the region and its productions.<\/li>\n<\/ul>\n<\/div>\n\r\n<div class=\"align wp-block-bssb-social-share\" id=\"bssbSocialShare-1\" data-attributes=\"{&quot;socials&quot;:[{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;facebook&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-facebook-f&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;socialNetworks&quot;,&quot;network&quot;:&quot;linkedin&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-linkedin-in&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}},{&quot;networkType&quot;:&quot;mobileMessenger&quot;,&quot;network&quot;:&quot;whatsapp&quot;,&quot;isUpIcon&quot;:false,&quot;icon&quot;:{&quot;class&quot;:&quot;fab fa-whatsapp&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;upIcon&quot;:{&quot;id&quot;:null,&quot;url&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:&quot;&quot;}}],&quot;theme&quot;:&quot;theme2&quot;,&quot;background&quot;:{&quot;type&quot;:&quot;solid&quot;,&quot;color&quot;:&quot;#0000&quot;},&quot;border&quot;:{&quot;width&quot;:&quot;2px&quot;,&quot;color&quot;:&quot;#4527a4&quot;},&quot;shadow&quot;:{&quot;hOffset&quot;:&quot;0px&quot;,&quot;vOffset&quot;:&quot;0px&quot;},&quot;align&quot;:&quot;&quot;,&quot;alignment&quot;:&quot;left&quot;,&quot;isBackend&quot;:false,&quot;label&quot;:true,&quot;hoverBackground&quot;:{&quot;color&quot;:&quot;&quot;},&quot;positionType&quot;:&quot;&quot;,&quot;size&quot;:&quot;28px&quot;,&quot;gap&quot;:&quot;14px&quot;,&quot;positionOption&quot;:{&quot;top&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;30px&quot;,&quot;right&quot;:&quot;0px&quot;},&quot;padding&quot;:&quot;10px&quot;,&quot;margin&quot;:&quot;10px&quot;,&quot;hoverIconColor&quot;:&quot;&quot;,&quot;hoverBorder&quot;:{&quot;radius&quot;:&quot;&quot;},&quot;direction&quot;:&quot;row&quot;,&quot;transform&quot;:&quot;0px&quot;,&quot;isCounter&quot;:false,&quot;counterText&quot;:&quot;Total Share&quot;,&quot;counterNumber&quot;:120,&quot;counterTypo&quot;:{&quot;fontSize&quot;:{&quot;desktop&quot;:22,&quot;tablet&quot;:18,&quot;mobile&quot;:16},&quot;fontWeight&quot;:500,&quot;fontFamily&quot;:&quot;ABeeZee&quot;},&quot;counterColor&quot;:&quot;black&quot;}\">\r\n\t<div class=\"bssbStyle\"><\/div>\r\n\r\n\t<ul class=\"bssbSocialShare\">\r\n\t\t\r\n\t\t\t<li class=\"icon icon-0\" data-social=\"facebook\"  \t>\r\n\t\t\t\t<i class=\"fab fa-facebook-f\"><\/i>\t\t\t\t\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-1\" data-social=\"linkedin\"  \t>\r\n\t\t\t\t<i class=\"fab fa-linkedin-in\"><\/i>\t\t\t\t\t\t\t<\/li>\r\n\r\n\t\t\r\n\t\t\t<li class=\"icon icon-2\" data-social=\"whatsapp\"  \t>\r\n\t\t\t\t<i class=\"fab fa-whatsapp\"><\/i>\t\t\t\t\t\t\t<\/li>\r\n\r\n\t\t\t\t\t<\/ul>\r\n<\/div>\n<p class=\"wp-block-paragraph\"><strong>Wine tourism<\/strong> is establishing itself as a <strong>strategic asset<\/strong> 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\u2014from Valdobbiadene to Valpolicella, from Langhe to Franciacorta, through to Collio and Chianti\u2014have recorded <strong>increases in tourist arrivals higher than the regional average<\/strong>, excluding cities of art.  <\/p>\n\n<p class=\"wp-block-paragraph\">The data emerges from the <strong>Nomisma Wine Monitor<\/strong> research for <strong>UniCredit<\/strong>, 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%. <\/p>\n\n<p class=\"wp-block-paragraph\">\u201cThe 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\u2014a strategic lever supporting competitiveness, attractiveness, and territorial enhancement,\u201d stated <strong>Salvatore Malandrino<\/strong>, Regional Manager for Sicily at UniCredit. \u201cUniCredit renews its commitment to accompanying businesses on this path through credit, a dedicated service model, and specialist consultancy.\u201d <\/p>\n\n<p class=\"wp-block-paragraph\">\u201cAssovini 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,\u201d commented <strong>Mariangela Cambria<\/strong>, president of Assovini Sicilia. \u201cWine 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.\u201d  <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-7fdc98c1\"><h5 class=\"uagb-heading-text\">WINE TOURISM: A 3.1 BILLION EURO MARKET<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">The value of wine tourism for Italian wineries reaches approximately <strong>3.1 billion euros<\/strong>. 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.   <\/p>\n\n<p class=\"wp-block-paragraph\">They are between 40 and 55 years old <strong>and are not necessarily wine experts<\/strong>. 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.   <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-f3a366db\"><h5 class=\"uagb-heading-text\">EXPORTS DOWN IN 2025<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">2025 closes with a <strong>negative sign for Italian wine exports<\/strong>: -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.  <\/p>\n\n<p class=\"wp-block-paragraph\">The decline affects <strong>all major global exporters<\/strong>: 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.   <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-5fe011ef\"><h5 class=\"uagb-heading-text\">DIFFERENTIATED DYNAMICS FOR SICILIAN WINES<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">Export trends are also reflected in PDO wines. In Sicily, still whites recorded <strong>growth of 2.4% in value<\/strong>. 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 <strong>lost 11%<\/strong>, penalized specifically by the US market.   <\/p>\n\n<p class=\"wp-block-paragraph\">It should be noted that Istat data <strong>does not include volumes exported from ports outside the region<\/strong>. The real value of Sicilian exports could therefore be higher. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-b736c79f\"><h5 class=\"uagb-heading-text\">PRODUCTION AND CONSUMPTION: THE ROLE OF WHITES<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">Over the last three years, Sicilian wine production has stood at around <strong>2.7 million hectoliters<\/strong>. 80% is represented by PDO and PGI wines, above the national average of 72%. <\/p>\n\n<p class=\"wp-block-paragraph\">White wines dominate with over <strong>64% of production<\/strong>. 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%).  <\/p>\n\n<p class=\"wp-block-paragraph\">In parallel, there is <strong>a contraction in red wine consumption in Italy<\/strong>. The share of regular consumers over 60 has dropped from 70% fifteen years ago to 54% today. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-4b992005\"><h5 class=\"uagb-heading-text\">TERRITORY REMAINS CENTRAL<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">Despite changes in consumption, <strong>the origin of the wine remains decisive<\/strong>. Over 40% of Italians choose based on provenance, both for home consumption and dining out. <\/p>\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-9bb3cfe7\"><h5 class=\"uagb-heading-text\">SICILIA EN PRIMEUR, AN INTERNATIONAL SHOWCASE<\/h5><\/div>\n\n<p class=\"wp-block-paragraph\">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. <strong>The format includes 12 itineraries<\/strong> 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.  <\/p>\n\n<ul class=\"wp-block-yoast-seo-related-links yoast-seo-related-links\">\n<li><a href=\"https:\/\/www.winemag.it\/vinitaly-tourism-2026-lenoturismo-diventa-asset-strategico-del-sistema-vino\/\">Vinitaly Tourism 2026, wine tourism as strategic asset of the wine system<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.winemag.it\/assobirra-il-settore-brassicolo-come-leva-per-la-rinascita-dell-italia\/\">Vinitaly Tourism 2026, wine tourism as strategic asset of the wine system<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.winemag.it\/cammini-del-vino-a-milano-confronto-nazionale-sullenoturismo-a-piedi\/\" target=\"_blank\" rel=\"noreferrer noopener\">Wine Walks: National discussion on walking wine tourism in Milan<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.winemag.it\/enoturismo-il-vino-cerca-nuove-strade-e-meno-attori-protagonisti\/\" target=\"_blank\" rel=\"noreferrer noopener\">Wine tourism: wine seeks new paths (and fewer protagonists)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.winemag.it\/fiera-dei-vini-2025-focus-su-enoturismo-e-mixology\/\" target=\"_blank\" rel=\"noreferrer noopener\">Fiera dei Vini 2025: focus on wine tourism and mixology<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>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\u2014from Valdobbiadene to Valpolicella, from Langhe to Franciacorta, through to Collio and Chianti\u2014have recorded increases in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":99598,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[82271],"tags":[83581,83044,83579,82808,83582,83185,83580,82975,82986],"class_list":["post-99597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wine-news","tag-2025-wine-market","tag-italian-wine-exports","tag-nomisma-wine-monitor","tag-sicilia-en-primeur","tag-sicily-pdo-wines","tag-sicily-wine","tag-unicredit","tag-wine-tourism","tag-wine-tourism-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Wine tourism, a strategic lever for Italian wine<\/title>\n<meta name=\"description\" content=\"Wine tourism establishes itself as a strategic asset for Italian wineries in a complex international landscape\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Wine tourism, a strategic lever for Italian wine: Sicily takes center stage amidst growth and global challenges\" \/>\n<meta property=\"og:description\" content=\"Wine tourism establishes itself as a strategic asset for Italian wineries in a complex international landscape\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/\" \/>\n<meta property=\"og:site_name\" content=\"Winemag.it - Davide Bortone: wine magazine italiano, guida vini, wine news\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/winemag.it\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/winemag.it\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-22T12:04:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-20T22:20:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"640\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Redazione WineMag.it\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@wine_mag\" \/>\n<meta name=\"twitter:site\" content=\"@wine_mag\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Redazione WineMag.it\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/\"},\"author\":{\"name\":\"Redazione WineMag.it\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#\\\/schema\\\/person\\\/f04d9ec6aee980c3db93617f9605c244\"},\"headline\":\"Wine tourism, a strategic lever for Italian wine: Sicily takes center stage amidst growth and global challenges\",\"datePublished\":\"2026-04-22T12:04:39+00:00\",\"dateModified\":\"2026-05-20T22:20:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/\"},\"wordCount\":911,\"publisher\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.winemag.it\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg\",\"keywords\":[\"2025 wine market\",\"Italian wine exports\",\"Nomisma Wine Monitor\",\"Sicilia en Primeur\",\"Sicily PDO wines\",\"sicily wine\",\"UniCredit\",\"wine tourism\",\"wine tourism\"],\"articleSection\":[\"Wine News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/\",\"url\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/\",\"name\":\"Wine tourism, a strategic lever for Italian wine\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.winemag.it\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg\",\"datePublished\":\"2026-04-22T12:04:39+00:00\",\"dateModified\":\"2026-05-20T22:20:10+00:00\",\"description\":\"Wine tourism establishes itself as a strategic asset for Italian wineries in a complex international landscape\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.winemag.it\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg\",\"contentUrl\":\"https:\\\/\\\/www.winemag.it\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg\",\"width\":960,\"height\":640,\"caption\":\"Enoturismo, leva strategica per il vino italiano Sicilia protagonista tra crescita e sfide globali\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/winemag-home\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Wine tourism, a strategic lever for Italian wine: Sicily takes center stage amidst growth and global challenges\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#website\",\"url\":\"https:\\\/\\\/www.winemag.it\\\/\",\"name\":\"Winemag.it - Davide Bortone: wine magazine italiano, guida vini, wine news\",\"description\":\"wine news e guida top 100 migliori vini italiani, notizie e articoli esclusivi su vino, birra, distillati e food\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#organization\"},\"alternateName\":\"winemag\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.winemag.it\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#organization\",\"name\":\"Winemag.it\",\"alternateName\":\"winemag\",\"url\":\"https:\\\/\\\/www.winemag.it\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.winemag.it\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/winemag.it-giornale-italiano-vino-italian-wine-magazine-guida-vini-wine-guide.jpg\",\"contentUrl\":\"https:\\\/\\\/www.winemag.it\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/winemag.it-giornale-italiano-vino-italian-wine-magazine-guida-vini-wine-guide.jpg\",\"width\":945,\"height\":945,\"caption\":\"Winemag.it\"},\"image\":{\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/winemag.it\\\/\",\"https:\\\/\\\/x.com\\\/wine_mag\",\"https:\\\/\\\/mastodon.social\\\/@davide_bortone\",\"https:\\\/\\\/www.instagram.com\\\/davide_bortone_winemag\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/winemag-vinialsupermercato-davide-bortone\\\/\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/DavideBortone1\",\"https:\\\/\\\/www.facebook.com\\\/davidebortone\"],\"description\":\"Winemag.it \u00e8 una fonte di news sul mondo del vino sempre aggiornate, ma non tratta solo wine news. Winemag.it, testata giornalistica registrata in Tribunale, pubblica anche una guida vini annuale, la Top 100 Migliori vini italiani\",\"email\":\"redazione@winemag.it\",\"legalName\":\"Winemag.it\",\"foundingDate\":\"2014-01-15\",\"publishingPrinciples\":\"https:\\\/\\\/www.winemag.it\\\/\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.winemag.it\\\/#\\\/schema\\\/person\\\/f04d9ec6aee980c3db93617f9605c244\",\"name\":\"Redazione WineMag.it\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0fa2ff30b66e2d0d1ba97b29827e7ca8ab968b8f7788343869d8fb8edaf2a343?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0fa2ff30b66e2d0d1ba97b29827e7ca8ab968b8f7788343869d8fb8edaf2a343?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0fa2ff30b66e2d0d1ba97b29827e7ca8ab968b8f7788343869d8fb8edaf2a343?s=96&d=mm&r=g\",\"caption\":\"Redazione WineMag.it\"},\"description\":\"Winemag.it, wine magazine italiano incentrato su wine news e recensioni, \u00e8 una testata registrata in Tribunale, con base a Milano. Un quotidiano online sempre aggiornato sulle news e sulle ultime tendenze italiane ed internazionali. La direzione del wine magazine \u00e8 affidata a Davide Bortone, giornalista, wine critic, giudice di numerosi concorsi internazionali e vincitore di un premio giornalistico nazionale. Winemag edita inoltre con cadenza annuale la Guida Top 100 Migliori vini italiani. Winemag.it \u00e8 un progetto editoriale indipendente e di elevata reputazione in Italia e in Europa. Puoi sostenerci con una donazione.\",\"sameAs\":[\"https:\\\/\\\/www.winemag.it\\\/\",\"https:\\\/\\\/www.facebook.com\\\/winemag.it\",\"https:\\\/\\\/www.instagram.com\\\/davide_bortone_winemag\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/winemag-vinialsupermercato-davide-bortone\\\/\",\"https:\\\/\\\/x.com\\\/wine_mag\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/DavideBortone1\"],\"url\":\"https:\\\/\\\/www.winemag.it\\\/en\\\/author\\\/wp_6291901\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Wine tourism, a strategic lever for Italian wine","description":"Wine tourism establishes itself as a strategic asset for Italian wineries in a complex international landscape","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/","og_locale":"en_US","og_type":"article","og_title":"Wine tourism, a strategic lever for Italian wine: Sicily takes center stage amidst growth and global challenges","og_description":"Wine tourism establishes itself as a strategic asset for Italian wineries in a complex international landscape","og_url":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/","og_site_name":"Winemag.it - Davide Bortone: wine magazine italiano, guida vini, wine news","article_publisher":"https:\/\/www.facebook.com\/winemag.it\/","article_author":"https:\/\/www.facebook.com\/winemag.it","article_published_time":"2026-04-22T12:04:39+00:00","article_modified_time":"2026-05-20T22:20:10+00:00","og_image":[{"width":960,"height":640,"url":"https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg","type":"image\/jpeg"}],"author":"Redazione WineMag.it","twitter_card":"summary_large_image","twitter_creator":"@wine_mag","twitter_site":"@wine_mag","twitter_misc":{"Written by":"Redazione WineMag.it","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/#article","isPartOf":{"@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/"},"author":{"name":"Redazione WineMag.it","@id":"https:\/\/www.winemag.it\/#\/schema\/person\/f04d9ec6aee980c3db93617f9605c244"},"headline":"Wine tourism, a strategic lever for Italian wine: Sicily takes center stage amidst growth and global challenges","datePublished":"2026-04-22T12:04:39+00:00","dateModified":"2026-05-20T22:20:10+00:00","mainEntityOfPage":{"@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/"},"wordCount":911,"publisher":{"@id":"https:\/\/www.winemag.it\/#organization"},"image":{"@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/#primaryimage"},"thumbnailUrl":"https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg","keywords":["2025 wine market","Italian wine exports","Nomisma Wine Monitor","Sicilia en Primeur","Sicily PDO wines","sicily wine","UniCredit","wine tourism","wine tourism"],"articleSection":["Wine News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/","url":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/","name":"Wine tourism, a strategic lever for Italian wine","isPartOf":{"@id":"https:\/\/www.winemag.it\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/#primaryimage"},"image":{"@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/#primaryimage"},"thumbnailUrl":"https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg","datePublished":"2026-04-22T12:04:39+00:00","dateModified":"2026-05-20T22:20:10+00:00","description":"Wine tourism establishes itself as a strategic asset for Italian wineries in a complex international landscape","breadcrumb":{"@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/#primaryimage","url":"https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg","contentUrl":"https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg","width":960,"height":640,"caption":"Enoturismo, leva strategica per il vino italiano Sicilia protagonista tra crescita e sfide globali"},{"@type":"BreadcrumbList","@id":"https:\/\/www.winemag.it\/en\/wine-tourism-a-strategic-lever-for-italian-wine-sicily-takes-center-stage-amidst-growth-and-global-challenges\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.winemag.it\/en\/winemag-home\/"},{"@type":"ListItem","position":2,"name":"Wine tourism, a strategic lever for Italian wine: Sicily takes center stage amidst growth and global challenges"}]},{"@type":"WebSite","@id":"https:\/\/www.winemag.it\/#website","url":"https:\/\/www.winemag.it\/","name":"Winemag.it - Davide Bortone: wine magazine italiano, guida vini, wine news","description":"wine news e guida top 100 migliori vini italiani, notizie e articoli esclusivi su vino, birra, distillati e food","publisher":{"@id":"https:\/\/www.winemag.it\/#organization"},"alternateName":"winemag","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.winemag.it\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.winemag.it\/#organization","name":"Winemag.it","alternateName":"winemag","url":"https:\/\/www.winemag.it\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.winemag.it\/#\/schema\/logo\/image\/","url":"https:\/\/www.winemag.it\/wp-content\/uploads\/2022\/05\/winemag.it-giornale-italiano-vino-italian-wine-magazine-guida-vini-wine-guide.jpg","contentUrl":"https:\/\/www.winemag.it\/wp-content\/uploads\/2022\/05\/winemag.it-giornale-italiano-vino-italian-wine-magazine-guida-vini-wine-guide.jpg","width":945,"height":945,"caption":"Winemag.it"},"image":{"@id":"https:\/\/www.winemag.it\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/winemag.it\/","https:\/\/x.com\/wine_mag","https:\/\/mastodon.social\/@davide_bortone","https:\/\/www.instagram.com\/davide_bortone_winemag\/","https:\/\/www.linkedin.com\/in\/winemag-vinialsupermercato-davide-bortone\/","https:\/\/www.youtube.com\/c\/DavideBortone1","https:\/\/www.facebook.com\/davidebortone"],"description":"Winemag.it \u00e8 una fonte di news sul mondo del vino sempre aggiornate, ma non tratta solo wine news. Winemag.it, testata giornalistica registrata in Tribunale, pubblica anche una guida vini annuale, la Top 100 Migliori vini italiani","email":"redazione@winemag.it","legalName":"Winemag.it","foundingDate":"2014-01-15","publishingPrinciples":"https:\/\/www.winemag.it\/"},{"@type":"Person","@id":"https:\/\/www.winemag.it\/#\/schema\/person\/f04d9ec6aee980c3db93617f9605c244","name":"Redazione WineMag.it","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/0fa2ff30b66e2d0d1ba97b29827e7ca8ab968b8f7788343869d8fb8edaf2a343?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0fa2ff30b66e2d0d1ba97b29827e7ca8ab968b8f7788343869d8fb8edaf2a343?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0fa2ff30b66e2d0d1ba97b29827e7ca8ab968b8f7788343869d8fb8edaf2a343?s=96&d=mm&r=g","caption":"Redazione WineMag.it"},"description":"Winemag.it, wine magazine italiano incentrato su wine news e recensioni, \u00e8 una testata registrata in Tribunale, con base a Milano. Un quotidiano online sempre aggiornato sulle news e sulle ultime tendenze italiane ed internazionali. La direzione del wine magazine \u00e8 affidata a Davide Bortone, giornalista, wine critic, giudice di numerosi concorsi internazionali e vincitore di un premio giornalistico nazionale. Winemag edita inoltre con cadenza annuale la Guida Top 100 Migliori vini italiani. Winemag.it \u00e8 un progetto editoriale indipendente e di elevata reputazione in Italia e in Europa. Puoi sostenerci con una donazione.","sameAs":["https:\/\/www.winemag.it\/","https:\/\/www.facebook.com\/winemag.it","https:\/\/www.instagram.com\/davide_bortone_winemag\/","https:\/\/www.linkedin.com\/in\/winemag-vinialsupermercato-davide-bortone\/","https:\/\/x.com\/wine_mag","https:\/\/www.youtube.com\/c\/DavideBortone1"],"url":"https:\/\/www.winemag.it\/en\/author\/wp_6291901\/"}]}},"uagb_featured_image_src":{"full":["https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg",960,640,false],"thumbnail":["https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali-500x280.jpg",500,280,true],"medium":["https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali-660x365.jpg",660,365,true],"medium_large":["https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali-768x512.jpg",768,512,true],"large":["https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali-840x640.jpg",840,640,true],"1536x1536":["https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg",960,640,false],"2048x2048":["https:\/\/www.winemag.it\/wp-content\/uploads\/2026\/04\/Enoturismo-leva-strategica-per-il-vino-italiano-Sicilia-protagonista-tra-crescita-e-sfide-globali.jpg",960,640,false]},"uagb_author_info":{"display_name":"Redazione WineMag.it","author_link":"https:\/\/www.winemag.it\/en\/author\/wp_6291901\/"},"uagb_comment_info":0,"uagb_excerpt":"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\u2014from Valdobbiadene to Valpolicella, from Langhe to Franciacorta, through to Collio and Chianti\u2014have recorded increases in&hellip;","_links":{"self":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts\/99597","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/comments?post=99597"}],"version-history":[{"count":2,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts\/99597\/revisions"}],"predecessor-version":[{"id":99601,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/posts\/99597\/revisions\/99601"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/media\/99598"}],"wp:attachment":[{"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/media?parent=99597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/categories?post=99597"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.winemag.it\/en\/wp-json\/wp\/v2\/tags?post=99597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}