PRESS RELEASE
American wine lovers are the real opportunity for Italy’s food system
In 2023, both the number and spending of American tourists in Italy grew strongly, reaching 4 million arrivals and 6.49 billion euro in expenditure. Easter forecasts are also positive, and food and wine experiences remain among the most sought-after components of their trips.
After the collapse caused by COVID-19, US arrivals grew sharply over the last two years, rising from 2.9 to 4 million between 2022 and 2023. According to the Bank of Italy, tourist spending followed the same trend and reached 6.49 billion euro, second only to Germany. Forecasts for March 2024 and the Easter period are positive as well: the US market is driving growth in airline bookings, and American passengers account for the largest share after Italians themselves.
European Travel Commission data confirm the trend. Italy is among the most popular destinations in Europe for US travellers, just behind France, with 34% of preferences compared with 35% for France. These are mostly couples travelling together, planning to stay in Europe for one or two weeks, and often spending more than 200 euro per day. A large part of that budget is destined for food and wine experiences, which rank among the most desired activities after culture and city life.
“The potential is high for the entire system, especially considering the economic impact these travellers can generate for destinations and operators. They are interested in a plurality of experiences and often combine very different formats, from gourmet dining to food trucks, events and visits to production sites,” says Roberta Garibaldi.
The study by Roberta Garibaldi and Matthew J. Stone of California State University, Chico, provides detailed insight into American travellers and their passion for Italian food. The most appreciated experiences include memorable restaurant visits (60%), high-end or gourmet dining (46%), buying food from a food truck (44%) and eating or drinking in a famous or historic restaurant or bar (38%). These travellers often look for diverse experiences and are open to extra-food activities as well.
This is especially true of travellers interested in wine. In the last two years, 49% of American wine travellers ate or drank in a famous or historic restaurant or bar, compared with 34% of other travellers. Half of those who participated in beer-related activities also joined a wine-related activity, and 54% of those who visited a distillery or beverage route also took part in a wine experience. Among American wine travellers, more than 20% ate both in gourmet restaurants and at food trucks.
Interest in gastronomy and food experiences is especially strong among Generation X and Millennials. For Generation Z, budget constraints still limit participation, but the situation is likely to evolve as younger travellers’ income rises over time.
Although gastronomy is not always the primary reason why Americans choose a destination, food and beverage offerings play a major role when they evaluate options. Social visibility also matters: the shareability of the experience via social media is an important driver in destination choice. Food tours, cooking classes and market visits are particularly attractive for American food lovers, and those who join them tend to participate in almost every other food-related activity as well.
Interest is growing also in experiences that connect tourists with production itself, from dairies and chocolate factories to breweries and distilleries. Street food is attractive too, provided it is perceived as safe from a food-safety perspective. There is no single type of American culinary traveller, but the overall interest is clearly focused on local, authentic food and on experiences that connect agriculture, personal passions and memorable storytelling.
