Traveling to discover the olive culture of an area through visits to oil mills, production places and thematic museums, participation in events and festivals, ... is today limited to a few specific territories, but there is potential for development. The recent report "The Tourism Enhancement of Oil" showed that 37% of Italian tourists have visited an olive farm and/or an oil mill during their most recent trips and 69% would like to take part in it, demonstrating the existence of a still unexpressed demand and, therefore, a market yet to be satisfied.
With theapproval of the Budget Law 2020, oil tourism -or oleotourism-enters the Italian legislative framework and is thus equated with thewine tourism. The provisions of Law No. 205 of December 27, 2017 are thus extended to this tourism practice as well.
This is an important recognition for the Italian olive sector, which already represents a productive excellence of the Belpaese, making itself an expression ofi cultural values of many different and specific territories. A sector that has been able to produce over 12,500 tons of PDO PGI certified oil for a production value as of 2018 of 86 million euros and 62 for exports(ISMEA-Qualivita data). Important data, an expression of a quality production that is also renowned internationally.
Activities that fall under oil tourism
Activities that fall under oil tourism include all activities of olive oil knowledge carried out at the place of production, in detail:
- Visits to places of cultivation, production or display of tools useful for olive cultivation
- tasting and marketing of the company's production of olive oil, including in combination with other foods
- Educational and recreational initiatives in the area of cultivation and production sites
Guidelines and directions are now being studied regarding the requirements and minimum quality standards for the operation of oil tourism activities, which will plausibly list and define the activities, general requirements including those of a sanitary and safety nature, standard lines for operators, technical and practical training for those involved in the work, and supervision of compliance.
Regulating oil tourism can produce a number of benefits. For individual companies, which would be more willing to open up to the tourist public and benefit from their growth, as well as experience a possible increase in export demand for their products; for the country system, which would see increased revenue and taxes from visitor arrivals.
