Hosted in Verona by the MUVIN Wine Museum Foundation, the first international conference on wine museums brought together major European and Italian institutions to discuss the present and future role of these cultural spaces.
The central shift: wine museums are no longer conceived only as places of conservation. They are increasingly becoming experience hubs that combine heritage interpretation, education, storytelling, innovation and territorial promotion.
The discussion: speakers addressed management models, visitor profiles, experiential services, use of technology, exhibition strategies, marketing actions and museum sustainability in relation to the wider destination.
Why it matters for tourism: by connecting wine, culture, landscape and local identity, wine museums can become strategic nodes within food and wine tourism systems and support higher-value visitor experiences.
