The popularity of Italian wine tourism continues to grow and now generates some 2.5 billion euros annualy in revenue, according to data released during the wine and food tourism fair Biteg Forum 2008.

There are currently around five million practising wine tourists, also known as ‘wine-nauts’, in Italy and experts believe that the wine tourism movement is operating at only 20% of its potential and could easily double in the near future.

Among the factors helping the movement to expand are Italy’s 140 ‘wine roads’, specialised itineraries through wine-producing regions, as well as annual events like Open Cellars, which draws over a million tourists to vineyards in the spring.

Evidence of wine tourism’s success is the fact that of the three million euros in turnover made by 82 of Italy’s leading wine producers, 7.5% comes from direct sales at the vineyards themselves.

Source: italymag


2 Responses to “Italian Wine Tourism Grows”

  1. Pierpaolo Penco on May 30th, 2008 14:47

    The wine tourism in Italy has a high potential, not completely discovered and exploited.

    On 140 wine roads, only 10-12 are really working. The others can be formally well designed, but they still remain something abstract, often a simple map.
    For instance, restaurants on the wine road offer wines from other regions/DOCs because are less expensive or more prestigious.

    And, in a Country where every region produces wine, there are some hundreds different grapes/varietals, more than 300 DOCs (Appellations) or 100 IGTs (broader Geographical Indication), the offer is not well coordinated.

    But Italy is still one of the main tourist destinations (tourism is 6% of the GNP) and wine&food is the 2nd motivation for foreign tourists coming to Italy, so the opportunities are still there! ;-)

  2. Sarah Newton on June 1st, 2008 15:18

    Italian wine tourism is exploding and they´re really taking is seriously in my part of the world in Montefalco.

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