Olive oil tourism is becoming a major part of Italian food tourism
The second Olive Oil Tourism Report, promoted by the National Association of Olive Oil Cities, Coldiretti and Unaprol and edited by Roberta Garibaldi, confirms a strong phase of growth for olive oil tourism in Italy.
Between 2021 and 2024, participation in extra-virgin olive oil experiences grew by 37.1%. Seven out of ten Italians now consider olive oil a symbol of the country’s cultural and landscape heritage.
Growth on the domestic market and abroad
Interest is rising both in Italy and in major inbound markets such as Germany, France, Austria, Switzerland and the United States. On the domestic side, many Italians say they would like to take part in tastings paired with food, while international audiences show clear interest in travelling to Italy for immersive food and wine experiences.
Italy starts from a unique base: more than 619,000 olive-growing businesses and over 500 cultivars, reflecting biodiversity, local knowledge and long-established traditions.
Visitors want more immersive formats
Demand is moving beyond simple product tasting. Alongside mill visits and on-site purchases, visitors are increasingly looking for immersive experiences such as routes among ancient olive trees, dinners in olive groves, cultural itineraries and visits to historic mills.
Tuscany and Puglia lead visitor preferences, followed by Sicily, Umbria and Liguria, while interest is also increasing for less famous but highly distinctive production areas.
Spending and positioning
European visitors tend to concentrate spending in the mid-range band, while US travellers show a higher willingness to pay for premium experiences. At the same time, many Italian visitors are interested not only in flavour but also in the health, varietal and cultural dimensions of olive oil.
The report also highlights a knowledge gap: interest is high, but familiarity with local production systems and cultivars is still limited for a large part of the audience.
A lever for rural development
The strategic implication is broader than tourism alone. Olive oil tourism is increasingly seen as a tool for strengthening rural economies, supporting multifunctional farms, fighting depopulation in inland areas and building sustainable, less seasonal visitor flows.
In other words, olive oil tourism is no longer a niche for enthusiasts. It is becoming a structured cultural and economic proposition that connects production, hospitality, education and territorial storytelling.
