Wine tourism is becoming a core business for Italian wineries
Presented at FINE #WineTourism Marketplace Italy, the new report on management models, investment choices and the governance of wine tourism in Italy shows a sector in full expansion. According to the study, incoming activity already generates more than 60% of profit for 18% of the wineries surveyed.
The report, edited by Roberta Garibaldi and SRM, is based on a sample of 200 companies representing the wineries that are most active in wine tourism. It highlights how the growth of wine tourism is pushing wineries to invest in qualified human resources and better-organised hospitality structures.
Wine tourism means employment and structured services
In 63% of cases, hospitality is still managed directly by the owners, and only 12% of wineries have created a dedicated business unit. Even so, half of the surveyed wineries now employ between five and nine people in hospitality, while 17% go well beyond ten employees.
Tourism is no longer limited to tastings. It also includes food service and accommodation, offered respectively by 36% and 30% of the companies analysed. The experiences themselves have evolved: visits, tastings and wine education remain central, but outdoor experiences, cultural initiatives, events and ceremonies are also increasingly common.
Profitability, communication and international gaps
The report shows a clear economic impact: 49% of respondents say wine tourism accounts for up to 30% of company profit, 33% place it between 31% and 60%, and 18% exceed 60%.
At the same time, the study reveals several strategic weaknesses. Promotion still relies mainly on Facebook and Instagram, while younger platforms such as YouTube and TikTok remain marginal. The use of advanced technologies is also very limited, with less than 1% of wineries using AI-based chatbots.
“It is necessary to strengthen the presence on the digital channels most used by younger generations and broaden the digital reach of businesses,” says Roberta Garibaldi. “Artificial intelligence will play an increasingly important role in information, choice and booking processes. Today, companies need a widespread, coherent and authoritative digital presence if they want to be visible to AI systems and to tourists planning their own trips.”
Foreign visitors, autumn and local residents remain underexploited
Foreign visitors represent just over 30% of winery guests in Italy, well below the European average. This is particularly relevant considering Italy’s global wine brand and the volume of international arrivals to the country.
There is also room to grow among local and proximity visitors, who account for only 7% of winery attendance, and during autumn, when Italy still underperforms compared with France despite the seasonal appeal of harvest and foliage experiences.
Investment remains strong, but public governance matters
Between 2022 and 2024, 77% of wine businesses invested in wine tourism, with half of them allocating between 6% and 15% of turnover to this area. Over the 2025-2027 period, 53% plan new investments, mainly aimed at broadening and differentiating activities and services.
For wineries, staff training, sustainability and the management of public services are now among the top priorities. The broader message of the report is clear: wine tourism is entering a more selective and qualitative growth phase, and its future depends on investment, strategic vision and governance capable of making institutions, businesses and local communities work as a system.
