Wine: a tourism marketing lever and cultural asset that promotes

Wine: a tourism marketing lever and cultural asset that promotes quality Italy

At Vinitaly in Verona, communication specialists, producers and tourism operators emphasized wine's pivotal role in promoting Made in Italy and generating experiential tourism. The Aite–Italian food and wine tourism association report (2025) shows 70% of respondents took at least one trip in the past three years seeking food, wine and local specialties.

Numbers and trends: wine tourism is worth nearly €40 billion globally per year, with an average annual growth around +13%. France, Italy and Spain remain top destinations, while many Italian areas—from Chianti estates to emerging territories such as Mount Etna and Maremma—are turning wine production into integrated tourism offerings.

Voices from the field: producers such as Frescobaldi, Antinori and Cusumano described winery hospitality, vineyard experiences and projects that combine wine and contemporary art. Marketing experts noted how wine reaches households worldwide and sparks curiosity about its place of origin, acting as an effective form of territorial geomarketing.

• Economic value: wine tourism benefits accommodation, restaurants and local supply chains.
• Experience and storytelling: wineries and cultural projects connect product, landscape and history.
• Opportunities: investing in quality, hospitality and landscape protection enhances the wine heritage.

Speakers agreed that wine is more than a promotional tool: it is a cultural and economic infrastructure capable of building long-term reputation and territorial desirability. Cases such as the Langhe–Roero–Monferrato vineyard landscapes, recognized by UNESCO, demonstrate how wine can activate a broad and sustainable ecosystem.