Wine tourism, the story of a predictable success

In 1993, wine tourism did not even have a name. This relaxed form of tourism was almost unknown in this country. Today, wine tourism is one of the new frontiers of holidaymaking in Italy, attracting thousands of visitors from home and abroad. The driving force behind this informal and enjoyable form of tourism is the Movimento Turismo del Vino, an association of entrepreneurs who are convinced that winery visits are crucially important. They encourage the recovery of rural traditions and the environment, helping to spread wine culture and offering development prospects for wineries and their territories. Since 1993, the energy and commitment of these seven hundred producers has transformed the Italy of closed wineries into an “Open Cellars” society, to borrow the highly successful slogan of the movement’s flaghsip event, organised each year on the last Sunday in May.

Young people like wine tourism

In the last two years, the greatest increase in wine tourists has been among the under-thirty fives. Many young couples have rediscovered the attractions of premium products, enjoying wines and exploring wineries. The Spirito di Vino competition for cartoonists is targeted at young people. Wine is one of the main reasons for travel
Italy is one of the most sought-after holiday destinations in the world. Tourists from all round the globe are attracted by Italy’s culture, art, countryside and, increasingly, the quality of the wines. These data emerge from the Marca Italia survey, commissioned by the Department of Tourism and the Office of the President of the Council of Ministers.

Wine tourism figures

Thanks in part to the increasing demand for “alternative” holidays, wine tourism is destined to account for an increasingly large share of the market. According to a survey by Censis Servizi Spa, wine tourism now goes on all year round. Proof comes from the growing tourist traffic in areas with a reputation as outstanding wine country. Estimates put the number of wine tourists at 5 million and the overall value of wine tourism by the end of 2002 at € 2.5 billion.

The secrets of success

Wine has gone from being a staple beverage to a vehicle for improving the consumer’s style and quality of life. This is the reason for its growing popularity among young people. Today, wine is also an opportunity to stimulate the imagination with territories to be discovered, cellars to explore, products to track down, recipes to sample and impromptu moments of conviviality. This scenario is confirmed by sociological research and indicates that wine tourism is an efficient motor. Provided it is accompanied by territory-focused strategies and high quality, it will generate tourist traffic through its principal ingredients of culture, countryside, wine, cooking, art, food and artistic craft products.