Food and Wine Tourism: Cuisine and Wine Captivate Foreign Tourists

“From Chianti to the Cinque Terre, tourists choose Italy for authentic experiences with food, wine, and local traditions.”

Today, foreign tourists associate Italy more with food and wine than with art and monuments. According to the Italian Food and Wine Tourism Report by Roberta Garibaldi, 55% of Germans, Swiss, and Austrians and 54% of Americans choose Italy for its taste, while the French still prefer monuments (50%).

In the last three years, the share of travelers attracted by food and wine has grown to 74% in France. The most appreciated experiences include:

• local restaurants
• wine cellar visits
• dairies and breweries
• intimate tastings and meetings with chefs and producers

Preferred Destinations and Wines

The most popular destinations for foreign tourists are:

• Tuscany
• Sicily
• Sardinia
• Puglia

The most appreciated wines include: Chianti, Etna, Montepulciano, Montalcino, and Bolgheri.

The use of digital tools and AI for bookings and personalization is increasing, but few Italian companies are present on the social media channels most followed by young people.

Likelihood of Traveling to Italy in the Next Three Years

• Austria and Switzerland: 81%
• France: 70%
• UK: 59%
• USA: 57%
• Germany: 55%

Food and wine tourism remains a complete experience that combines cuisine, culture, territory, and sustainability.

Source: Il Sole 24 Ore