Wine tourism keeps growing while wine consumption slows
At a time when global wine consumption has fallen to its lowest level since 1961, wine tourism stands out as one of the most dynamic and promising levers for the future of the Italian wine sector. It is no longer just an ancillary activity, but a strategic asset capable of generating economic value, strengthening ties with territories and intercepting new forms of tourism demand.
This is one of the central findings of When Wine Meets Tourism. Numbers and Models of Italian Wineries, edited by Roberta Garibaldi in collaboration with SRM, the research centre linked to Intesa Sanpaolo Group, as the second part of the report prepared for FINE #WineTourism Marketplace Italy and presented at Hospitality in Riva del Garda.
A global market worth 46.5 billion dollars
Worldwide, wine tourism is now worth 46.5 billion dollars and represents one of the most dynamic segments of experiential travel. Europe accounts for over half of the market, with France, Italy and Spain in leading positions. Growth prospects remain particularly positive, with estimates indicating an average annual increase of 12.9%.
This positive trend contrasts sharply with the decline in global wine consumption and reinforces the role of wine tourism as a tool for diversifying income, increasing direct sales and building deeper relationships with end consumers.
International incoming demand and season extension are the next frontier
In Italy, domestic tourists still account for 55% of winery visitors, rising to 62% if local and proximity visitors are included. Foreign visitors stop at 32%, a lower share than in other European and international contexts. This reveals a structural limit in the sector’s internationalisation.
There is also substantial room to grow outside the traditional high season, especially in autumn. Today, spring and summer together account for 68% of visits. In addition, many Italian wineries still tend to remain closed during public holidays, precisely when demand is often strongest.
Governance remains fragmented
One of the main critical issues highlighted by the report concerns territorial governance. Coordination is currently spread across protection consortia, regional authorities, food districts, Wine Roads and the Movimento Turismo del Vino, often with limited integration between roles.
Even so, 62% of companies say they would be willing to contribute financially to a public-private consortium dedicated to destination marketing, provided governance is effective and shared. The signal is clear: companies are ready to work as a system if the model is credible.
Investment quality drives performance
The report shows that wineries investing in innovation, sustainability, digital tools, accessibility and experience quality achieve better economic results. In 2024, the median ROE of investing companies reached around 1.7%, while productivity stood near 70,000 euros per employee, compared with just above 50,000 euros for companies that had not invested.
Across the sector, 77% of wine tourism businesses invested during the 2022-2024 period, a share higher than in the hotel sector, and more than half plan new investments for 2025-2027.
Wine tourism creates broad territorial value
The analysis also highlights the value generated across territories. Every tourism presence linked to food and wine themes generates more than 150 euros of added value through a local supply chain that involves agriculture, hospitality, services, retail, culture and crafts.
“Companies are asking for predictable, accessible policies aligned with the specific nature of wine tourism, together with more coordinated governance able to connect tourism, agriculture, culture and territorial development,” says Roberta Garibaldi.
The conclusion is clear: wine tourism is not only a tourism product, but a structured territorial development project. Its full potential depends on internationalisation, deseasonalisation and a governance model capable of connecting public policy and private investment.
