Wine tourism becomes a growth driver for Italian wineries

For almost one in five wineries, hospitality now represents a significant share of their revenue, confirming the strategic role of wine tourism in the industry.

18% of Italian wineries with structured wine tourism activities report that hospitality generates more than 60% of their income. This shows how wine tourism is no longer a marginal activity but a strategic lever for competitiveness in the wine sector.

The findings come from research conducted by Roberta Garibaldi (University of Bergamo and President of the Italian Association for Food and Wine Tourism) and SRM – Intesa Sanpaolo Group Research Center, presented at “Fine, WineTourism Marketplace Italy” in Riva del Garda. The study highlights a rapidly evolving sector where tradition and innovation are beginning to move hand in hand.

Today, 63% of wineries manage hospitality directly, while professionalization is on the rise: 17% employ more than ten dedicated staff members. The visitor experience now extends far beyond tastings, including dining, accommodation, cultural events, and ceremonies, with average prices ranging between €36 and €50.

Italian wineries also stand out for their focus on landscape enhancement: 90% offer vineyard tours, compared to 61% worldwide.

However, there is still room for growth in digitalization and internationalization: foreign visitors make up only 30% of the total, and less than 1% of wineries use advanced technologies or artificial intelligence.

Between 2022 and 2024, 77% of wineries invested in wine tourism, and more than half plan to continue doing so by 2027, with increasing attention to training and sustainability.

A clear signal: wine tourism has become the experiential and strategic heart of Italian wine, where hospitality and territory together define the new terroir of success.