Vinitaly 2026: Lombardy showcases wine, cuisine and wine tourism

Vinitaly 2026: Lombardy showcases wine, cuisine and wine tourism

Lombardy arrives at Vinitaly 2026 with a programme that goes beyond wine, highlighting territory, culinary tradition and hospitality. The regional pavilion at Palaexpo will cover more than 3,000 square metres and feature around 150 producers with over 1,000 labels available for tasting.

• Exhibition space: over 3,000 m² and about 150 exhibitors.
• Key figures: 2025 export record of €331.5 million; production potential exceeding 143 million bottles.
• Strategy: integrate wine, cuisine and tourism to capitalise on post-Olympics visibility and boost international appeal.
• Wine tourism: average annual growth of 16% (2022–2024) and rising employment in the sector.
• Collaboration: Region, Unioncamere Lombardy and protection consortia unite to promote the entire supply chain.

Regional officials state the aim is to convert increased visibility into lasting development for local businesses by focusing on quality, innovation and coordinated promotion of production, cuisine and hospitality.