Authenticity is a decisive attraction for international wine tourists
According to anticipations from the Italian food and wine tourism report by Roberta Garibaldi, one of the most appreciated experiences for international visitors travelling to Italy is the discovery of food and wine excellence through smaller, family-owned businesses.
This is especially evident in wine tourism, where the national landscape is dominated by small and medium-sized enterprises closely linked to the idea of family business. For many foreign visitors, this direct connection with owners and producers is a major part of the appeal.
Family wineries are especially attractive to US, UK and German visitors
Among visitors from three of Italy’s most important tourism markets, winery visits remain the most popular production-site experience already tried during previous trips to Italy. The highest share is recorded among US travellers, followed by visitors from the UK and Germany.
Looking ahead to future trips, 78% of US tourists, 74% of British tourists and 61% of German tourists say that visits to production sites are part of their plans. Within this category, wineries rank first, ahead of olive mills and dairies.
Gen Z in the United States shows the strongest interest
Interest in family-owned wineries is particularly strong among US visitors, 68% of whom express a clear intention to visit them. The figure falls to 57% among British visitors and 49% among Germans.
The age breakdown is especially revealing: among US Gen Z travellers, the share reaches 82%. In the UK, the highest level of interest is found among Millennials, while in Germany interest rises with age and peaks among Generation X.
“Entering a family-owned winery is one of the most appreciated food and wine experiences among international tourists,” says Roberta Garibaldi. “These visits are valued even more than visits to better-known brands, because travellers are moved by being welcomed directly by the owners and by the authenticity of the relationship.”
Authenticity alone is not enough
The report also highlights a strategic challenge. The added value generated by authenticity must be supported by investment in digital communication, multichannel promotion and the use of artificial intelligence to gain visibility online.
For many family-run wineries, this means not only entering the packages of tour operators in origin markets, but also becoming visible to self-planning travellers who increasingly rely on digital channels and AI-supported search to shape their itineraries.
A new professional role can support small family businesses
Garibaldi points to the emerging role of the food and wine tourism consultant, one of the key figures identified in the White Book on Food and Wine Tourism Professions. This professional can support businesses in experience design, CRM, revenue management and multichannel sales, helping small family-run wineries translate authenticity into stronger tourism performance.
