Vinitaly 2026 in Verona: Italy looks beyond the United States, betting

Vinitaly 2026: Verona strengthens international outreach and territorial promotion

From April 12 to 15 Veronafiere hosts the 58th Vinitaly, one of the sector's most comprehensive editions with almost 4,000 exhibiting companies and over 100 events. The fair reaffirms its role as a platform for Italian wine exports while underscoring the need to diversify beyond the United States, a market currently in decline.

Key highlights of the event

• Profiled international attendance: more than 1,000 operators from over 130 countries, with Asia, North America and emerging markets among the strategic targets.
• Emphasis on wine tourism through Vinitaly Tourism: integration of tours, specialized operators and combined product-territory offerings.
• Exhibition novelties: the NoLo-Vinitaly Experience for no- and low-alcohol wines and the Xcellent Spirits pavilion focused on spirits and mixology.
• Trade challenges and cost pressures: 2025 exports fell by 3.7%, with the US market down 9.2%, affecting overall volumes and values.

Organizers and industry representatives stress that Vinitaly functions year-round as a network for promotion, working with agencies such as the Italian Trade Agency to attract qualified demand and open new commercial opportunities in markets like India, South America and Africa.

Off-fair programming in Verona includes tastings, masterclasses and cultural-food experiences that link wine to tourism and local identity, positioning wine as a strategic asset for enterprise development.