Gastronomic and wine tourism in Italy grows at double digit rate

17-12-24

The seventh edition of the annual study led by Roberta Garibaldi and developed by the Italian Association of Wine Tourism and Gastronomy (AITE) was recently presented in Parma. The 2024 Report highlighted the measures needed to turn an already consolidated industry into a national strategic driver that boosts the sustainable development of the territory, revitalizes rural areas and breathes new life into small towns. “It is urgent to implement regulatory reforms, invest in infrastructure and cultural centers, foster specialized training and communication, promote technological innovation and adopt a new governance model,” said Garibaldi.

Despite the fact that overall the post-Covid tourism sector is showing signs of decline, especially among Italian tourists, food and wine tourism continues to grow at a double-digit rate. This is confirmed by the Italian Wine Tourism Report, presented this morning in Parma. This new edition, the seventh in the history of the study, was prepared by Roberta Garibaldi, professor at the University of Bergamo and president of the Italian Association of Wine Tourism and Gastronomy. 

The project was supported by Visit Emilia and Valdichiana Living, and sponsored by Federturismo, the Qualivita Foundation and Iter Vitis Les Chemins de la Vigne en Europe, in addition to the collaboration of the University of Bergamo, Economics Living Lab and El Tenedor. During the presentation, Dario Nardella, member of the Commission for Agriculture and Rural Development of the European Union, and Alessandra Gallone, advisor to the Minister for University and Research and to the Minister for the Environment, intervened.

The report's data show a strengthening of the link between Italians and travel motivated by the search for gastronomic and wine products. 70% of respondents claimed to have made at least one trip for this purpose in the last three years, showing an increase of 12% in 2023 and 49% since 2016. Although overall domestic tourism suffered a decline during the last summer, the food and wine sector stood out strongly: an estimated base of 14.5 million potential tourists interested in culinary experiences, of which 64% choose domestic destinations. Tuscany leads as the preferred destination for both trips taken (39.3%) and future plans (33.9%), followed by Emilia-Romagna and Puglia, which swap positions when considering travel intentions.

At the European level, food and wine continue to be highly demanded experiences: 15.3% of tourists on the continent (approximately 20.6 million) plan to include enogastronomic activities in their trips, regardless of the type of destination (beach, urban, cultural or outdoor). In addition, there is growing interest in long-haul markets, especially in the Far East (Japan, South Korea and China) and Brazil.

New profiles of food and wine tourists

The report also identifies five new profiles of travelers seeking experiences related to food and wine, overcoming traditional stereotypes:

• Researchers (42.1%): they seek authentic experiences that allow them to connect with the local community and delve deeper into the destination's culture.

• Partygoers (23%): see food and wine as an excuse to socialize and enjoy themselves in company.

• Intellectuals (19%): see travel as an opportunity to enrich their cultural background.

• Flower Children (11.5%): value food and wine tourism as a way to improve their physical and mental wellbeing.

• Hedonists (4.3%): they choose this type of tourism to indulge in luxury and enjoy exclusive experiences.