The food and wine tourism represents an important driving force for the tourism in Italy. You will certainly have happened abroad to meet local people who, as soon as they hear that you are Italian, immediately associate the Italian spirit with pizza, mozzarella and spaghetti. The Italian kitchen, we know well, it is appreciated globally, it represents one of the "strong points" of the Bel Paese that the whole world envies us!

With the pandemic, a completely unexpected scenario emerged. Despite the various lockdowns and the many restrictions, its role seems to have strengthened. More and more people, both Italians and foreigners, are choosing food and wine experiences on their travels. Active, demanding and smart, the "greedy travelers”Are increasingly looking for authentic experiences to live and remember, which wink at sustainability. And, for research and booking, are increasingly using digital useful tool also for the post trip.

And speaking of digital, there are many companies in the tourism sector that, in the period of the pandemic, have fully exploited this tool for create a first contact with potential customers and stimulate tourists before the royal visit.

These are some of the aspects that emerged from the "Report on Italian Food and Wine Tourism"By Roberta Garibaldi, reference point in Italy for Food and Wine Tourism.

For years we have been following his precious work from which we draw many interesting and stimulating ideas. We decided to interview her to deepen the role of food and wine tourism in Italy and understand the new trends.


  1. He has been dealing with food and wine tourism for many years. He has traveled extensively and visited best practices all over the world bringing his contribution.What point is Enogastronomic Tourism in Italy and how far does it still have to go?

The role of food and wine in tourism, despite the crisis linked to the pandemic, has been strengthening, in Italy and in the world. This is because it is intrinsically linked to the desire to learn about food and to enrich oneself thanks to the identity, inspirational and social values that it contains and conveys. Our country boasts a unique heritage in terms of richness and variety, not only of the productions of excellence, but also of themed proposals. There is ample space for enhancement projects and initiatives, especially at the system level and in the link between urban and rural areas, since food and wine can be a driving force for the entire tourism sector. It will be important in the future to be able to create value for tourists and residents, placing them at the center of a growth process, which takes into account their needs and that territory, in the name of sustainability.


  1. Experiential tourism linked to a specific territory and its typical products is highly appreciated by the foreign public.Who is particularly fascinated by this kind of experiences among Americans, Chinese and Europeans?

Last year (2020) we mapped the interest in food and wine tourism in the USA, Canada, France, Spain, Mexico and China. The 71% of these tourists said they want to have food and wine experiences that are memorable, while the 59% that themed experiences help them choose between multiple destinations. All countries show a strong interest, which has been consolidating since 2016. If we look at food and wine tourists - that is, those who have made an overnight trip with food and wine primary motivation - China and Mexico stand out; the growth of these tourists since 2016 was + 12% and + 10% respectively.


  1. What is the contribution of social media and online in the enhancement of our excellence?

The 2021 Report highlights that Italian tourists use a plurality of sources to choose the destination and / or experience to participate in while traveling. Traditional word of mouth has always been the most widely used and considered most reliable source today. As well as the web, which has numerous variations: from thematic sites to social networks, passing through meta-searches (such as TripAdvisor). Compared to 2019, Instragram is growing at the expense of Facebook. In this regard, what was done by the Lavazza Museum in Turin is interesting, which created the first audio guide with the voice of a well-known radio and television speaker that can be used through Instagram to guide the visitor through the exhibition. The Museum has fully grasped the potential of the social network, creating opportunities that can turn into a real future visit.


  1. With the pandemic we have witnessed the multiplication of experiences, events and virtual tours.What do you think of using this method for the purpose of enhancing a territory and promoting a company?

There have been numerous companies that, to make up for the physical or economic impossibility of a site visit, have created various types of proposals on digital channels. This heritage must not be dispersed, but valued. Digital tasting is a way to create a first contact of a personal nature, to get to know the product, to stimulate the tourist to visit. And sell, both products and experiences (for example through vouchers). It is therefore essential to pay attention to all the details: from those of a technical nature, such as stable connections and professional digital cameras, to the contents. Live moments as well as videos could be characterized by an engaging and rich narration, the presence of professional tasters, the sale of tasting kits that combine wines / beers with food or dishes (ready or to prepare), playful moments, new proposals ( such as yoga classes with tastings).




"I believe in food and wine tourism as a lever for the development of our country and convoy the my energies in researching, sharing and raising awareness on this issue”Reads on his website

Roberta Garibaldi he is a university professor, is on the Board of Directors of the World Food Travel Association, on the Board of Advisors of the World Gastronomy Institute and on the Presidential Council of the Italian Society of Tourism Sciences (SISTUR).

Author of the Report on Italian Food and Wine Tourism and President of the Italian Food and Wine Tourism Association.

She was a speaker at thematic conferences organized by UNWTO and the World Economic Forum in Davos. He is Topic editors of the scientific journal “Sustainability”, in the editorial board of “Tourism Review” and of the “Indonesian Journal of Tourism and Leisure”.

He deals with research and applied projects for territories and entrepreneurial realities related to food and wine tourism. 


The Italian Food and Wine Tourism Report 2021, presented on May 6 in the Senate, has the patronage of ENIT, the Qualivita Foundation, ISMEA and the Italian Touring Club and the support of PromoTurismoFVG, Visit Emilia, Valdichiana Living and UniCredit.

The 2021 Report presents quantitative and qualitative analyzes, unpublished researches and contributions from the Scientific Committee, represented by authoritative experts from the academic and scientific world, national and international, offering a 360 degree overview of food and wine tourism and this year also a particular attention to dynamics and to new trends of the Italian demand, in the post-Covid phase, the so-called "new normal".

Volume I - Trends and Trends it can be downloaded at the following link:


We thank Roberta Garibaldi for the interview and for the precious time she has dedicated to us and we congratulate her for her work and good luck for her future projects.

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