Food & wine tourism is a dynamic set of tourism experiences shaped by each destination and by the specific assets it can bring to life, not only gastronomic but also cultural, social and environmental.
It goes far beyond purchasing local products or tasting typical dishes. It includes experiences that:
It is a segment that cuts across different tourism markets and keeps evolving over time.
Food & wine tourism has a significant economic and social impact on Italy. It generates employment and supports a more balanced distribution of income.
In 2023:
According to the definition adopted by UN Tourism, a food & wine tourist is someone who, regardless of the main reason for travelling, takes part in at least one food-and-wine-related experience during the stay.
Behaviour is constantly evolving. Here are some of the main takeaways from the latest data.
Around 1 Italian traveller out of 2 is influenced by recommendations from relatives and friends.
Web 2.0 plays a central role:
The influence of TV series and programmes dedicated to food is also growing (25%).
Food & wine experiences are booked mainly through:
Over the last three years, Italian travellers have taken part in:
Looking ahead, travellers also show strong interest in themed itineraries, taste museums and more active, immersive proposals.
Current accommodation preferences include:
Interest is also growing in hotels built around food, wine or olive oil themes: the gap between current use and future desire is +9.4%.
Private cars are still dominant and are used in 84.4% of visits to businesses. Trains (33.8%) and other public transport options (30.6%) follow behind.
Looking forward, travellers express a desire to rely less on the private car (-12.4%) and show greater openness to more sustainable mobility solutions.
Italy is one of the world’s leading destinations for food & wine tourism thanks to the richness and distinctiveness of its resources and attractions. A snapshot of the offer includes:
Food and wine now represent one of the main travel motivations for Italian and international visitors. The 2024 data reveals significant trends: from the evolution of preferred transport modes to new ways of researching experiences, all the way to the most requested types of accommodation. These infographics outline the full profile of the modern food & wine tourist and the opportunities the market offers.
Investing in food & wine tourism means generating widespread value for destinations, businesses and local communities. It creates new employment opportunities, stimulates visitor spending and enhances landscapes and traditions.
Which levers can be activated concretely?
Development depends on the ability to integrate sustainability, identity-driven storytelling and experience quality. Businesses and destinations can build on tested models and successful case studies, available in the section dedicated to food & wine tourism best practices.
Ministries and regional administrations offer numerous funding opportunities to support the development of food & wine tourism projects.
Human resources play a decisive role in food & wine tourism. People introduce, engage and educate visitors who are discovering local gastronomy for the first time.
The steady growth of the sector has changed work processes, tasks and required skills. Traditional roles have evolved, while new profiles have emerged, such as the hospitality manager, the food & wine tourism consultant, the company visit coordinator, the food & wine experience curator and the product manager for food & wine tourism.
At present there is no single national law governing food & wine tourism in all its forms.
The current regulatory framework covers two specific areas:
Both laws define minimum requirements and operating standards. The regions are responsible for adopting the implementing decrees and the related SCIA procedures.
To support a clearer understanding of the sector, the main terms, concepts and definitions have been gathered in a glossary.
To support a clearer understanding of the sector, the main terms, concepts and definitions have been gathered in a glossary.