Over the past few years, food & wine tourism in Italy has gained a new central role. What was once an important but secondary part of the travel experience has become a decisive factor in destination choice and tourist behaviour.
This shift reflects a growing demand for authentic, multisensory and place-based experiences.
The experiential value of food and wine tourism
Food and wine tourism goes far beyond tasting local dishes or buying typical products. It includes a wide range of cultural and sensory experiences: gourmet restaurants, wineries, breweries, olive mills, dairies and pasta makers, as well as markets, museums of taste, festivals and cooking classes.
These activities allow travellers to engage directly with local culture and traditions, turning the stay into a genuine exploration of the territory.
International evidence
International studies show a long-term rise in participation in food and wine-related experiences. In North America, the share of tourists involved in such activities increased sharply between 2007 and 2013, and the trend continued in the following decade. In Europe too, interest in food, wine, beer and olive oil experiences has grown steadily.
Italy as a leading destination
Italy is widely recognised for the strength of its food heritage. According to several studies, Italian food is one of the key drivers of the country’s image abroad, alongside fashion and tourism. Food and wine tourism is especially appreciated by European and long-haul visitors, while domestic travellers are also showing growing interest in these experiences within Italy.
What tourists are really seeking
The evidence confirms that today’s travellers are looking for experiences that combine quality food and wine, local identity, storytelling, culture and direct contact with producers. For destinations and businesses, this means designing offers that are not only enjoyable, but also meaningful, distinctive and rooted in place.
