Wine tourism in Italy is growing fast
Data presented by Roberta Garibaldi for Vinitaly confirm that Italian wine tourism is entering a new stage of development. In 2026, around 18 million Italians are expected to take part in wine-related experiences, up by 4.5 million compared with 2024.
The research, developed in collaboration with Ascovilo, places production-site experiences back at the centre of demand. Over the last three years, participation in visits to producers, from wineries to dairies, olive mills and pasta makers, has risen from 60% in 2021 to 77% in 2025.
Human connection now matters more than discounted purchases
For the first time, visiting a family-run winery ranks as the most widespread wine tourism experience among Italians, ahead of buying wine at discounted prices. This marks a clear shift in demand: visitors are increasingly looking for relationships, encounters and direct contact with producers.
At the same time, tastings are evolving. Demand is rising for more complete experiences, especially winery tastings combined with food-and-wine pairings rather than simple sample sessions. Winery visits are becoming part of a broader trip rather than the sole reason for travel.
Hospitality, ease of booking and innovation are decisive
Among the main reasons for returning to a winery, Italian visitors cite staff welcome and professionalism first, mentioned by 68% of respondents. Ease of booking and organising the experience follows closely at 66%, while 64% want new proposals compared with their previous visit.
Landscape quality, value for money and geographical proximity drive choices both for the destination and for the winery itself. Proximity, in particular, opens up concrete opportunities for local and short-break wine tourism, not only overnight tourism.
AI is reshaping the customer journey
Technology is becoming part of the experience design. Artificial intelligence is increasingly seen as useful for personalising proposals, supporting more sustainable choices and helping with practical tools such as translation and menu interpretation.
“Wine tourism is now at the centre of a double transformation: on one hand demand for authenticity, relationships and human contact is rising; on the other, artificial intelligence is redefining the customer journey,” says Roberta Garibaldi. “Businesses need to invest in skills, hospitality quality and the ability to interpret the new needs of visitors.”
A strategic lever for Italian tourism
Spending expectations remain differentiated across price bands: 36% of visitors look for experiences below 20 euros, 31% between 21 and 40 euros, 16% between 41 and 60 euros, while the premium segment above 60 euros stands at around 18%.
The picture confirms wine tourism as a strategic driver for Italian tourism development, with strong room for growth linked to better experience design, territorial proximity and the integration of technological innovation with the human dimension.
