Since the 2000s, wine production has propelled the growth of rural tourism in
grape‐growing areas, attracting the interest of scholars and practitioners. The debate
first focused on defining the practice and then discussed the most recent trends,
including sustainability, technological innovation, and immersive experiences. Italy
has been at the forefront of the debate since it is a renowned wine‐producing country
and wine tourism destination. This chapter focuses on the country and delves into
the unique characteristics of some of the main trends influencing the wine tourism
industry. Italy has a rich cultural and historical wine heritage and attractions
(wineries, wine routes, and wine museums) that draw millions of travellers annually
and generate significant economic benefits yearly. Recent changes in the industry have
led to transformations in the wine tourism experience. Changes include the shift
in travellers’ preferences from the product to the unique combination of tangible
and intangible wine heritage (the “winescape”), the growing attention to sustainable
practices and the emergence of new connections with outdoors, well‐being, culture
and hospitality. The future of wine tourism hinges on strategic policies that foster
collaboration, skill development, data‐driven insights, and digitalization, ensuring
sustainable growth and enhanced competitiveness in the global market.

Garibaldi, R., Zocchi, D. M., Pozzi, A. (2025). “An overview of wine tourism in Italy”,
in C. Torres, C. L. Marques (cura di) Wine T ourism Law, pp. 77-92. Portogallo:
ESHTE, Escola Superior de Hotelaria e Turismo do Estoril

For more information : Wine Tourism Law