Food and wine tourism is becoming an increasingly important component of travel demand among both European and long-haul visitors.
Market signal: culinary experiences rank alongside nature and culture among the most desired travel motivations.
Italy-specific insight: participation in food and wine trips among Italians has grown strongly over the past years, confirming the sector’s role as a gateway to local culture, landscapes and identity.
The article frames gastronomy as a cultural access point, not simply a service add-on.
