Food & wine tourism in Italy is now one of the most dynamic segments of the tourism industry. In 2023 it generated more than EUR 40 billion in economic impact, including direct, indirect and induced effects, with a benefits-to-costs ratio of 6.9.
Food and wine experiences account for 15.3% of the activities requested by European travellers visiting Italy, confirming the strategic role of this sector in destination development.
Main trends
- Growing value of rural destinations: 20.7% of foreign overnight stays in Italy are concentrated in rural areas, with strong appeal in regions such as Puglia, Calabria, Abruzzo and Campania.
- Multi-product and multi-sensory experiences: the offer is moving beyond traditional tastings towards wellness, outdoor activities and broader product discovery, including olive oil and beer.
- Events and festivals: fairs, local festivals and public events are transforming agricultural practices into shared tourism experiences.
- New tourist profiles: the research identifies five consumer tribes, from “seekers” to “hedonists”, each with different expectations and behaviours.
The role of digital media
Travel choices are increasingly influenced by Instagram, Facebook and audiovisual content connected to films and TV series. Artificial intelligence is also emerging as a tool for personalising experiences and improving booking and promotion processes.
Southern Italy as a strategic area
Southern Italy stands out for its strong potential in food and wine tourism thanks to the concentration of GI products, GI wines and traditional agri-food products. Several southern regions are now among Italy’s leading food and wine destinations.
Ten strategic actions
The report outlines a set of operational recommendations, including regulatory simplification, stronger tourism training, greater integration between tourism and agri-food policies, and more effective destination governance.
Read together with the broader report pages and briefs available in the English section of the site.
