Produced with the support of PromoTurismoFVG, VisitEmilia, Valdichiana Living and UniCredit, under the patronage of ENIT – Italian National Tourism Board, Fondazione Qualivita, ISMEA and Touring Club Italiano.

The report is divided into two main sections:

“Italians and Food & Wine During Travel” presents a detailed analysis of Italian travellers, with statistics and commentary on the role of food and wine in everyday life and travel choices, motivations, booking methods, experiences undertaken and future intentions. In addition to highlighting the role of food and wine across every phase of the journey, before, during and after travel, it also includes specific insights on sustainability, well-being, Bike & Gusto and new services.

“The Italian Food & Wine Tourist” follows the same framework, but analyses these themes from the point of view of travellers whose primary travel motivation is food and wine. Statistics and commentary highlight their specific traits and the differences compared with non-food-and-wine tourists.

The data comes from a survey carried out in March 2021 on a representative sample of the Italian population. A total of 1,000 target interviews were conducted with individuals who had taken at least one overnight holiday in the previous 24 months.