Wine tourism hits record: Italy's sector worth €3.1 billion and leads

Wine tourism hits record: Italy's sector worth €3.1 billion and leads experiential luxury

Data presented at Vinitaly confirm that wine tourism in Italy reached approximately €3.1 billion in 2025, marking a notable expansion for the sector.

Wine tourism is no longer limited to tastings: wineries are evolving into hospitality hubs that combine accommodation, sensory routes, cultural events and direct sales, accounting on average for more than 20% of revenue for many producers.

Key positives from the sector's growth include:

• Promotion of rural areas and a more sustainable distribution of tourist flows, relieving pressure on major cities;
• Higher average visitor spending due to premium services (overnight stays, experiences and direct purchases), often exceeding €100 per person;
• Opportunities for seasonality reduction and strengthening of domestic tourism.

Challenges persist, however: limited digitalisation of the offering, weak integration with international tour operators and the need for more structured experiential packages. The sector must thus rethink business models to position wine as a cultural and experiential product.

In this scenario, Italy — thanks to its biodiversity and the strength of Made in Italy — remains a natural leader in wine tourism, with significant potential for cultural, economic and territorial development.