Wine tourism is moving towards the coasts: Cinque Terre and Salento at the top of preferences

Wine tourism enters the seaside holiday. According to the report "Italians and wine tourism experiences", edited by Roberta Garibaldi with Ascovilo and The Data Appeal Company, the wine destinations most desired by Italians are Cinque Terre and Salento, both at 20%, followed by Chianti (19%), the Amalfi Coast and Etna (18%). Four of the top five are coastal or near the sea.

The audience for food and wine tourism is estimated at 18 million Italians, 4.5 million more than in 2024. And the choice criterion changes: in the selection of a single winery, the beauty of the rural landscape weighs 73%, ahead of the quality-price ratio (72%) and proximity (63%). Quality and notoriety of the wines stop at 60%.

Experiential consumption is growing: winery tastings involved 64% of tourists compared to 49% in 2024, visits went from 32% to 46%. 16% participated in a tasting at sunset among the vineyards, 10% in a candlelit dinner among the rows.