After the two years of restrictions also the Food and Wine Tourism in Italy is ready to go again. L'food and wine plays an increasingly important role in organizing a trip and, the presence of dedicated experiences, conditions, today more than ever, the choice of destination.


The forecasts for the near future in this sector are positive: "There are clear signs of recovery after a difficult two-year period. The goal for the near future is to generate economic value and new opportunities for destinations, focusing on sustainability, innovation and experience" he claims Roberta Garibaldi in the Report on Italian Food and Wine Tourism 2022.


The report shows a photograph of the Italian food and wine offer and outlines ten trends in the industry.

The economic crisis of the last two years, as we have repeatedly reiterated, has caused considerable damage to the sector, bringing out critical issues and new and difficult challenges that professionals have been called to face. Even the consumer needs have changed. As already emerged in the 2021 Food and Wine Tourism Report And from the interview with Roberta Garibaldi made last year,  the traveler is more demanding, more active, he is increasingly in search of authentic and immersive experiences who wink at sustainability. The experience, emotions and sensations experienced during the food and wine journey are becoming more and more important in the mind of the tourist. So what are the trends to keep an eye on?


Museo dell’Arte, del Vino e della Vite

1. Local is the new global

A patch of land like Italy has reached the European primacy for the number of certified productions (26%), number of companies with grape and olive cultivation, Unesco goods related to food and wine and number of catering companies. This heritage exerts a strong attractiveness on the food and wine tourist and companies have increasingly paid attention to the importance of the local offer.


2. The growth of the organic

In recent years, the area destined for organic farming has increased in Italy, and this figure represents an added value in terms of tourism, favored by greater sensitivity of travelers towards these issues.


3. The wine catalyst for reservations

The undisputed protagonist of food and wine is wine, which in the last two years has seen an increase in the number of experiences proposed. The 6% of bookings made on the Tripadvisor portal with destination Italy concerned tastings and cellar tours. Tuscany and Piedmont hold the primacy of food and wine experiences.


4. Breweries will be the new tourist destinations

Not just wine, too beer can be an important driving force for tourism as it already happens in countries such as Germany, Belgium and the United States. After a not exactly rosy two years for Italian breweries mainly due to the blockage of the Horeca channel, the proposal of experiences related to the world of beer could represent an opportunity for recovery and growth for the sector.


5. Open the roads to cyclists and hikers

How much it is Wine Routes are there in Italy? Many and scattered along the boot. However, they are not highly valued despite having enormous growth potential and while representing an interesting driving force for tourism in general. Institutions and municipalities could exploit public investments for encourage sustainable mobility through the creation of cycle paths, paths that lead the tourist to discover, walking or cycling, the most fascinating corners and realities of the area. Everything could be enhanced through  digital maps with related points of interest, including wineries, huts, farms and places for refreshments and overnight stays. Think of the related activities that could be generated for the entire territory.


6. Museums of taste: overcoming the digital gap

The story of food and wine Italy passes through the museums. With 129 Museums of the Gusto our country wins the primacy in Europe, ahead of Spain (107) and France (88), even if there is no museum of national importance. You have to bring innovation in museums: museum poles should become multifunctional spaces capable of promoting and enhancing the territory in line with the needs of the traveler who is increasingly inclined to discover the riches of that particular place. There are, however, several limits to the use and enhancement of these assets. In particular the lack of digital tools: only 36 museums out of 129 have their own website and the virtual tour of the museum, an effective tool for intriguing and attracting public in the presence, is almost completely absent or ineffective. The latter topic that we at Vivila have talked about several times.


7. Race to the Unesco heritage

In Italy there are 58 World Heritage Sites, a wealth of art, history and culture that the whole world envies us and that today more than ever needs to be relaunched. This is a recent record and favored by the efforts made at national and regional level in supporting the candidacies, which, in the meantime, have multiplied. Obtaining Unesco recognition means increasing the attractiveness of a territory and making its economy grow.


8. A restaurant in difficulty, but innovative and dynamic

Due to the crisis, many catering businesses have been forced to close, others have experienced a drop in turnover. Despite the reopening, the crisis has not yet completely passed, but the number of companies has grown (+ 1%) and new formats were born  such as home deliveries, digital tastings and video-recipes with chefs, temporary restaurants in hotels, ghost kitchens, "Food as a Service" (a model that combines catering services with supermarkets) and dinners in presence, they show a dynamic sector to conquer new and varied audiences.


9. Agritourism, a place of well-being

In the past two years it is the number of agritourisms has grown (+ 2% in the two-year period 2019-20), in particular those offering tasting proposals (+ 8%) and other activities, especially in the open air (+ 10%), standing out as place of well-being capable of combining nature, taste and scenic beauty. The collapse of foreign visitors has been accompanied by an increase in Italian visitors compared to past years. However, the value of agritourism production fell by 48.9% compared to 2019. The region with the most agritourisms is Tuscany followed by Trentino Alto Adige. Campania recorded a growth of 13.2% of farmhouses between 2019 and 2020.


10. The valorisation capacity of the great Central-Southern Regions

The report highlights the levels of competitiveness of the regions.  Puglia, Campania and Sicily know how to enhance the food and wine resources of the territory, in the face of a socio-economic environment that tends to be less favorable than the large production regions of central-northern Italy (Lombardy, Veneto, Piedmont, Emilia-Romagna, Tuscany and Lazio). The other regions, which have a low number of companies in the sectors considered, need, depending on the context, sectoral and / or broader “stimuli”.






"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 university professor and member of the Board of Directors of the World Food Travel Association, of the Board of Advisors of the World Gastronomy Institute and of 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 Report on Italian Food and Wine Tourism it is the most important study on the sector, a reference document for institutions and operators at national, regional and local level. This edition also benefits from the support of UniCredit, PromoTurismoFVG, Valdichiana Living And Visit Emilia and the patronage of Qualivita Foundation, ISMEA and Italian Touring Club.