Vinitaly, Maraio: “Wine tourism a strategic lever, invest in supply

Vinitaly, Maraio: “Wine tourism a strategic lever, invest in supply chains and identity”

14 April 2026 – During Vinitaly the focus turned to the potential of wine and food tourism as a catalyst for local development. Maraio stressed the need to strengthen supply chain links and enhance territorial identities to turn interest in wine and regional products into lasting economic opportunities.

The core message to institutions and industry players is to foster collaboration between producers, restaurants, accommodation providers and training bodies, emphasizing sustainability and traceability to consolidate destinations' appeal.

• Invest in supply chains: support cooperation between producers and distribution channels.
• Enhance local identity: storytelling and products that convey the territory.
• Training and skills: programs for tourism and hospitality professionals.
• Sustainability: practices that strengthen reputation and long-term attractiveness.

For Maraio, Vinitaly is not only a commercial showcase but also an opportunity to build integrated policies linking agriculture, tourism and culture, aimed at increasing added value and employment in local areas.