International demand moves to the centre of the 2025 report
The 2025 edition of the Food & Wine Tourism Report edited by Roberta Garibaldi places international demand at the centre for the first time. The result is a clearer picture of how Italy is perceived abroad and what foreign visitors expect when they choose the country for a trip linked to food, wine and local culture.
The findings confirm the strength of the “taste factor”. Among German-speaking markets and US travellers, Italy is primarily associated with food and wine. Only in France do historical monuments rank ahead of gastronomy as the first image linked to the country.
Food and wine remain a decisive driver
Across the six major inbound markets analysed in the report — Germany, the United Kingdom, the United States, Austria, Switzerland and France — food and wine tourism shows a strong level of engagement. Over the last three years, the share of travellers who have taken trips with a food-and-wine component ranges from around 60% in the UK to 74% in France.
Travel intent for Italy over the next three years is also very high. The combined share of respondents who say a trip to Italy for these experiences is “very likely” or “likely” ranges from 55% in Germany to 81% in Austria and Switzerland.
What influences destination choice
The report shows that visitors are drawn above all by rural landscapes, authenticity and the chance to eat well. Beautiful agricultural scenery scores above 80% in all the markets analysed, while local restaurants are another strong decision factor, especially in France and the United States.
US travellers place additional value on themed experiences and gourmet dining. French travellers show a stronger link between food and wine tourism and indulgence, while German-speaking visitors are particularly attracted by immersion in rural places and landscapes.
The most attractive regions and experiences
Tuscany, Sicily, Sardinia and Puglia stand out among the most attractive regions for international visitors. In wine tourism, destinations such as Chianti, Etna, Montepulciano, Montalcino and Bolgheri continue to perform strongly, alongside recognisable wider territories such as the Cinque Terre and Emilia-Romagna’s Food Valley.
Among the experiences actually consumed, local restaurants remain at the top, followed by winery visits and tastings. Cheese-related experiences and brewery visits also attract significant interest in several markets.
Booking behaviour and spending patterns
Recommendations from friends and relatives remain an important source of inspiration, especially in Germany, the UK and the US. At the same time, digital channels are increasingly relevant, particularly for French and American travellers. The use of artificial intelligence is also growing in the travel-planning phase.
On spending, the report shows a relatively stable range for core experiences: many visitors concentrate food-related spend in the mid-market band, while premium demand is stronger for certain thematic experiences and among long-haul travellers.
A strategic signal for Italy
The message of the report is straightforward: understanding how foreign visitors see Italy is essential if destinations and operators want to design better products, communicate more clearly and compete internationally. Food and wine are not only part of the travel experience; they are one of the strongest reasons many visitors are choosing Italy in the first place.
