Olive oil tourism is an experience in which discovering and tasting local olive-oil productions is combined with visiting the places and territories of production and learning about the culture, traditions and people who live there.
Unlike wine tourism, it is still a relatively recent practice, but one that is steadily expanding and evolving. Experiences are becoming more varied and more qualified: alongside classic tastings and mill visits, outdoor activities among olive groves, olive-harvest experiences and stays in themed accommodation are becoming more common.
As the audience broadens, the desire for variety also increases.
Storytelling through the voice of local people plays a central role in olive-oil experiences.
Extra virgin olive oil is increasingly associated with mental and physical wellbeing, especially when experienced in unspoilt environments.
An olive oil tourist is someone who takes part in at least one olive-oil-themed tourism experience during their travels, regardless of the main motivation of the trip, in much the same way as food & wine tourists and wine tourists.
There are more traditional proposals such as:
Alongside these, immersive experiences are emerging, capable of engaging the senses and creating a personal connection with the product:
Italy boasts a unique olive-growing heritage in the world, in terms of richness, variety and deep roots in the territories.
The tourism offer linked to olive oil is expanding, with significant room for further growth and diversification.
Key figures:
*Production, museum and route data refer to 2025 (updated to July); company data refers to December 2024, and mill data to the 2023/24 campaign.
Experiences, places, activities and travellers’ wishes: updated data outlines the profile of the visitor interested in the world of olive oil. A journey through stories, tastings, purchases and new opportunities for territories.
Olive oil tourism is a strategic lever for promoting more sustainable, authentic tourism connected to production territories. It enhances not only extra virgin olive oil, but also landscapes, communities and local traditions.
How can it be done effectively? Through inspiration, project design and access to opportunities that already exist.
Businesses and destinations can take inspiration from tested models and successful case studies gathered in the section dedicated to best practices.
Funding opportunities are beginning to emerge from ministries and regional authorities to support projects linked to olive oil tourism.
Although it is a relatively recent phenomenon, olive oil tourism is growing and requires new professional figures able to welcome, engage and tell the story of olive oil, design and manage tourism experiences, and promote the territory.
Among the roles that are taking shape are the hospitality manager, the food & wine tourism consultant, the visitor services coordinator, the curator of food & wine experiences and the product manager for food & wine tourism.
Yes. The Decree of 26 January 2022 defines olive oil tourism at national level, indicating guidelines, requirements and minimum quality standards for carrying out the activity.
The situation is still evolving: regions and autonomous provinces have adopted, or are in the process of adopting, the implementing decrees and the related SCIA models (Certified Notification of Start of Activity).
To better understand the olive oil tourism sector, the main terms, concepts and definitions have been gathered in a glossary.