This article analyses the structure of the Italian wine tourism offer and compares it with the international context.
Almost all wineries, 93%, offer visits, tastings and courses, confirming the central role of the winery experience. More than half, 59%, also offer complementary activities. Restaurant services are less widespread at 36%, accommodation reaches 30%, and event organisation remains a more specialised area at 22%.
Italy stands out for how it values vineyards
In international comparison, Italian wineries are especially strong in highlighting vineyards and places of production. Visits to vineyards and wineries reach 90% in Italy, well above the levels recorded elsewhere in Europe and overseas. This confirms an approach deeply tied to wine landscapes and to direct contact with production spaces.
Accommodation is broadly in line with the international context, while restaurants are more common among Italian wineries than among many European peers. The integration between premium hospitality and wine culture also emerges in the luxury segment: among the 188 Italian hotels awarded Michelin Keys in 2025, fourteen have their own vineyards and cellars.
Longer, more articulated and more mature experiences
The core activities, visits, tastings and courses, most often last one to two hours (62%), followed by more extended formats of two to four hours (21%). Short experiences and experiences lasting more than four hours are less frequent. This confirms an offer that is more immersive and increasingly focused on the time spent in the winery rather than on quick, purely transactional tastings.
Prices are concentrated mainly in the 36 to 50 euro range (51%), followed by 51 to 100 euro (23%). Budget and premium extremes remain marginal. Overall, the result is an offer that is accessible, quality-oriented and capable of attracting a broad public. English is widely available, while other languages remain less widespread.
The article’s key conclusion is that Italian wine tourism has moved well beyond the stage of the simple free tasting. It is now a mature, diversified system with pricing increasingly aligned to the value of the experience proposed.
Text adapted from the report “When Wine Meets Tourism. Numbers and Models of Italian Wineries”.
