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2023: food and wine experiences bring more tourists in Italy

By Friday, 10 November 2023 10:09
eating pizza in Roma Tourist eating pizza in Rome

This year is witnessing a peakof food and wine experiences as the primary motivation for tourists choosing to come to Italy. 

Many visitors are by driven their passion for gastronomy.

There has seen a significant surge of travellers coming to Italy to explore its food and wines, with 58% making at least one trip driven by their passion for gastronomy. This is a remarkable 37% increase since 2016 and translates into an estimated 9.6 million visitors.

Food experiences and nature holidays topped the list

The trend is not limited to a specific group, as it has become widespread among all travellers exploring Italy’s charming landscapes. Seven out of ten tourists have engaged in at least five food, wine, or beer-themed experiences during their recent trips, marking a 25% increase compared to 2021. This aligns with findings from the European Travel Commission, revealing that food, wine, beer, and themed experiences were among the most popular attractions for travellers to Europe during the summer, alongside nature-themed holidays.

One in three visitors has upped their budget for food

Despite the ongoing crisis, a positive outlook prevails, with one in three tourists coming to Italy stating that they have allocated a budget exceeding that of 2022 for the purchase of food and wine offerings. These insights are drawn from the sixth edition of the "Report on Italian Food and Wine Tourism," authored by Roberta Garibaldi, a professor of Tourism Management at the University of Bergamo. Garibaldi, also the president of the Italian Association of Food and Wine Tourism and vice-president of the Tourism Commission of the OECD emphasises the immense potential for growth in this sector. 

“The challenge is to explode the potential”

“The high interest of tourists, the excellence Italy has to offer and the expected growth in tourism in the coming years gives us an incredible trio of aces for the future. Now the challenge is to explode the potential. There is a large gap between interest in experiences and actual use, and all of Italy’s regions boast a wealth that can be further valorised. It is important to preserve and enhance the Italian culinary heritage, the landscapes, small traders and artisans.” The latest edition of the Report on Food and Wine Tourism is available for free download www.robertagaribaldi.it/raiuto-sul-turismo-enogastronomico-italiano

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