Wine tourism is much more than visiting a winery: it is a journey to the origin of the landscape, to the memory of communities, and to the creativity of those who interpret the grape with a contemporary vision. It is local gastronomy and pairings that respect seasonality; it is architecture in dialogue with its surroundings; it is craft, art, and heritage; it is music among barrels and participatory harvests; it is hiking among vines and cycling along rural paths; it is rest in lodgings with a sense of place and services designed so that every detail matters. And above all, it is an economic engine that revitalizes regions, helps retain population, and opens opportunities for young people and for women leading projects with a forward-looking perspective grounded in sustainability and innovation.
On this special day, we recognize the efforts of thousands of small and medium-sized wineries that, with creativity and professionalism, elevate the visitor experience through authenticity. We value the commitment to sustainability expressed in living soils, efficient water use, renewable energies, bioclimatic construction, and responsible mobility, as well as in the preservation of native varieties and the protection of ecological corridors that make the vineyard an ecosystem in balance. We likewise applaud the major brands that open their facilities and share knowledge, creating spaces for learning and enjoyment that bring the public closer to the science and art of winemaking while promoting good practices and quality standards.
Our appreciation extends to public institutions and public–private partnerships that drive destination plans, route signage, continuous training, and international promotion. Without their work, it would be difficult to consolidate products that integrate wine, landscape, culture, and well-being or to build event calendars capable of extending the season, distributing flows, and promoting respectful, high value-added tourism. In the same vein, we thank universities and R&D centers for their contribution to applied knowledge—from precision viticulture to sensory analytics—and for transferring it to the business fabric through internship programs, incubators, and tourism innovation labs.
Wine tourism is also undergoing a digital revolution worth celebrating: booking and ticketing tools that streamline the experience; immersive content that prepares for and extends the visit; metrics that help manage carrying capacity and personalize service; and transmedia storytelling that connects with new audiences without losing the essence of tradition. At the same time, the commitment to universal accessibility is growing, with itineraries, resources, and services designed for everyone, regardless of age or condition, because wine culture is a heritage that is enriched when shared without barriers.
Today, on behalf of those who believe tourism can and should be an ally of the territory, we raise our glasses to every project that promotes responsible consumption, to every experience that educates the palate and the eye, and to every initiative that adds value to local life. We encourage destinations to keep weaving networks among wineries, restaurants, accommodations, museums, festivals, and markets; professionals to continue training and collaborating; travelers to choose authentic and respectful proposals; and the media to keep amplifying inspiring best practices. May this World Wine Tourism Day be, once again, a meeting point to renew commitments, celebrate achievements, and jointly chart a roadmap where quality, sustainability, innovation, and hospitality remain defining hallmarks. Happy World Wine Tourism Day! Here’s to work well done and all that lies ahead.
