Global wine consumption dropped to its lowest point since 1961. But wine tourism in Italy is growing. It is a main strategy to support the national wine industry. This finding appears in the report “When Wine Meets Tourism: Numbers and Models of Italian Wineries” written by Roberta Garibaldi and the SRM Centro Studi e Ricerche. She is President of the Italian Association of Food and Wine Tourism (AITE).
The study examines how Italian wineries manage tourism. It looks at investments, performance numbers, and future plans. The text places Italy in the global market. It also identifies barriers that stop growth of wine tourism in Italy. These problems include low international reach, heavy seasonality, and split territorial management.
The global wine tourism market is worth about $46.5 billion. It is a growing part of experiential travel. Europe holds 51% of the market share. France, Italy, and Spain lead the region. Experts predict a compound annual growth rate (CAGR) of 12.9%.
Travelers want authentic, cultural, and green experiences. This growth differs from the drop in regular wine drinking. Wine tourism acts as a safety net for producers. It lets wineries add new income sources. They can increase direct sales and build strong emotional bonds with visitors.
Most visitors in Italy are domestic. As a result, Italians make up 55% of winery guests. This figure rises to 62% if it includes locals and neighbors.
Foreign tourists are only 32% of the total. This pattern applies to both small and large wineries. The low number of international guests is a wide problem, not a size issue. Recent data show Italy draws about 31.5% foreign visitors for wine tourism. This is below the global average of 41% to 43%. The country has a strong wine reputation and 65 million yearly international arrivals, but the numbers remain low.
Seasonality is another problem. Spring and summer account for 68% of visits. France draws crowds in autumn for the harvest and foliage. Italian wineries see fewer people during that time. Many places close during holidays because of staff or money limits. Only larger businesses stay open all year.
Wine tourism management in Italy is split up. It involves consortia, regional groups, food districts, and wine route associations. The wine tourism movement is also involved. These groups often lack a shared plan. But there is hope. About 62% of wineries are ready to pay for a public-private group for marketing. They will do this if the management is good.
Spending levels stay high. Between 2022 and 2024, 77% of wine tourism businesses put money into their work. This rate was higher than in the hospitality sector. These investments averaged more than 14% of yearly sales. Smaller companies spent an even larger share. The money mainly supports core activities. Companies also focus on new ideas, green practices, digital tools, and better access. They want to improve the visitor experience. More than half of these companies plan to keep investing through 2025–2027.
The spending leads to better results. In 2024, investing companies had an average return on equity (ROE) of about 1.7%. Non-investors had nearly zero. Employee output reached around €70,000 for investors. It was just over €50,000 for others. The sector shows variety. Assets grew by over 25% from 2019 to 2024. Local operations show potential with better organization and strategy.
Wine tourism in Italy benefits communities beyond the wineries. Each visitor adds over €150 to the local economy. This spending aids agriculture, dining, retail, and culture. Stronger networks could reduce seasonal lows. These efforts help rural areas and distribute benefits.
SRM estimates that 5% more international visitors could add €1 billion in revenue. This relies on mixing wine with nature or culture. Half of foreign stays in Italy relate to food or wine. These visits total an estimated 132 million days.
Global markets face economic pressure and changing health trends. Italy’s wine tourism sector remains strong. It needs better international reach and year-round offers. Shared leadership is important. This holds promise for Italian wineries and rural economic development.
