The 10 food and wine tourism trends for 2025 according to the Garibaldi Report
The latest Food & Wine Tourism Report edited by Roberta Garibaldi highlights ten shifts that are redefining how travellers choose destinations, how businesses design experiences and how territories build value around food, wine and local identity.
According to the report, food and wine tourism is no longer a niche layer added to a trip. It has become one of the central ways people discover a place, understand its culture and decide where to travel next.
“Food and wine tourism now sits at the heart of a journey that combines identity, storytelling and innovation. In 2025, tradition and technology will increasingly work together to create more immersive and sustainable experiences.”
The ten trends
1. Food is becoming central to travel planning
Food is increasingly one of the main reasons for choosing a destination, alongside culture and nature. For many travellers it is now a core part of the travel experience rather than an optional extra.
2. Smaller and rural destinations are gaining appeal
Demand is growing for authentic places with strong landscapes, local communities and distinctive culinary traditions. This opens space for lesser-known destinations that can offer quality and identity beyond the most crowded hotspots.
3. Travellers want multisensory and multi-product experiences
Traditional tastings are no longer enough on their own. Visitors are looking for broader experiences that combine vineyards, olive groves, dairies, walking routes, culture and participation.
4. Personalisation is becoming expected
Travellers increasingly expect suggestions, itineraries and experiences shaped around interests, values, budgets and dietary needs. Standardised offers are becoming less effective.
5. Events are strong travel drivers
Festivals, seasonal harvests, fairs and local celebrations are increasingly influencing travel decisions. Events create urgency, help destinations stand out and give visitors a reason to travel in specific periods.
6. Social media and screen culture influence destination choice
Instagram, TikTok, YouTube and screen-driven travel continue to shape interest in specific food and wine locations. Inspiration often comes from visual storytelling long before booking begins.
7. Artificial intelligence is moving into the travel experience
AI is already being used for inspiration, translation, search and comparison. The next step is support during trip design and booking, with more tailored itineraries and smarter recommendations.
8. Food and beverage are strategic assets for hospitality
Hotels and accommodation providers are increasingly using food and wine as a distinctive part of their positioning, turning restaurants, chefs and local products into value drivers for the whole stay.
9. Landscape is part of the product
Rural and agricultural landscapes are not just a backdrop. They are part of the identity of the destination and one of the strongest reasons why travellers choose a place linked to food and wine.
10. Gastrodiplomacy is becoming more relevant
Food and wine are also tools for dialogue, identity and international positioning. For Italy, this means turning culinary heritage into cultural influence and long-term soft power.
What this means for the sector
The overall direction is clear: the next phase of food and wine tourism will reward businesses and destinations that can combine authenticity, digital intelligence, local landscape value and a strong editorial narrative. The opportunity is not just to attract travellers, but to guide how they experience a place and remember it.
For a wider view of the data and strategic implications, visitors can continue from the English reports section of the site.
