2019 Report on Italian Food and Wine Tourism

February 2019

Florio Wineries - Italy

Food and wine experiences are attracting all kinds of tourists, especially millennials.

During the “Food Day” at the  International Tourism Exhibition in Milan (Bit), the second edition of the Report on Food and Wine Tourism in Italy has been presented. This research, made by Roberta Garibaldi, is the most exhaustive one on this kind of tourism, including both the analysis of tourists and of the Italian offer.

Food and wine are becoming an important driver for Italians’ holidays, growing every year. In 2016, 21% of the population declared to be interested in food experience, whereas, in 2017 it was 30% and 45% in 2018.

The most intriguing experiences so far are:
– tastings of typical food of the territory
– visiting a food market
– eating in historical restaurants and places
– tours of farms
– visiting wine cellars

The most attractive regions for food tourism are:
– Sicily
– Tuscany
– Emilia Romagna

A round table was organized to discuss in particular the role of wine.
President of Wine Tourism Movement Nicola D’Auria (over 850 wine cellars all around Italy) illustrated the increasing success of public events as “Open Cellars”.
Vittorio Giulini, president of the Lombardia chapter of Historic Houses Italian Association (ADSI), underlined that the number of members combining the public visits to the villa with the tours to the vineyards and wine tastings is increasing. And the use of historical buildings for business events and food and wine tasting has been rising drastically.

Sara Montalbano, Florio Wineries’ representative, reminded how the company has already bet on the charm of the place and on the possibility to make Marsala Florio Wineries and Duca di Salaparuta wines food tourism drivers and to offer the Cellars also as a venue for business and mice events.
To gain this goal, the company has dedicated a special unit to manage the hospitality, then in 2011 has built a tasting room and in 2014  has opened a 400 sqm panoramic terrace. Nowadays, over 50.000 tourists visit Florio Wineries every year.

Finally, Cristiano Casa, Tourism councilor in the city of Parma, has explained how the institutions contributed to the growth of the city reputation by enhancing food and wine excellence up to been recognized as the Unesco Creative City of Gastronomy.

Why this information is important for planners?
The new trend of experiential tourism and of a new relationship with the destination ranks Italy and its food and wine tradition in pole position.
Take advantage of it and offer your clients some “Italian flavors” that can make more successful your meeting!