The report highlights very positive perspectives for the Italian Wine Tourism sector
The growth of Italian travelers who have made at least one trip with the main motivation linked to food and wine continues: they are 58% in 2023, a value 37 percentage points higher than in 2016. In absolute terms, it is estimated there are around 9.6 million . But the search for food, wine and beer-themed experiences is not a peculiarity of these tourists, because it now affects all travelers to the Belpaese: 7 out of 10 have done at least five during their most recent trips (+25% on 2021) . A figure in line with what emerges from the study by the European Travel Commission, according to which the proposals on the theme of food, wine, beer, … are the most sought after by travelers from the Old Continent on next summer’s trips together with those related to natural landscapes where they have often lived (17.3% and 17.8%, in absolute terms about 21.2 and 21.8 million tourists intend to experience them this summer). And there will be 4.5%, about 5.5 million Europeans who have declared that they want to take a trip with food and wine as their primary motivation.
The perspectives for this year are positive. Despite the crisis, about 1 out of 3 Italian tourists declares that they have a larger budget than 2022 to devote to the purchase of food and wine proposals.
This is what emerges from the sixth edition of the “Report on Italian Food and Wine Tourism”, curated by Roberta Garibaldi with the support of Unicredit, Visit Emilia, Valdichiana Living and Smartbox, the patronage of Cultura Italiae, Federturismo, Fondazione Qualivita, ISMEA Institute of Services for Mercato Agricolo Alimentare, Iter Vitis Les Chemins de la vigne en Europe and Touring Club Italiano, and the collaboration of TheFork and Tripadvisor. The presentation of the report was attended by Maurizio Martina (FAO Deputy Director General), Alessandra Priante (UNWTO Europe Director) and Stefano Dominioni (Director of the Institute of Cultural Itineraries of the Council of Europe), who wanted to send their greetings through video contributions.
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