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Risposte Turismo. The growth of food and wine travels in Italy 

By Friday, 30 September 2022 12:24

Risposte Turismo in a survey has shown that food and wine travels in Italy are becoming increasingly popular with international tourists. And that Italy is now outselling competing destinations. 

Growing international interest

According to the in-depth survey by Risposte Turismo with a group of tour operators there is growing international interest in Italy (55% of respondents). This figure is supported by recent feedback on wine tour bookings in Italy versus other competing countries (46% of respondents). The highest level of agreement (85%) is found in the feedback on the growing proclivity to spend more for this type of travel and experience.

The most popular food and wine regions

Tuscany leads the ranking of general foreign tourist preferences with 53% of the votes, followed by Piedmont with 29% and with Sicily and Veneto each getting 5%. Tuscany also came first in the rankings for the exclusivity of wine tourism destinations (39% of preferences) and the quality-price ratio (24%). The survey also highlighted the volumes of this tourism segment with a quarter of the operators polled already back to pre-pandemic sales levels and with a further 55% expecting to do so within the next year.

The need to boost online services

The survey also identified some areas where the Italian wine tourism system could be improved. 37% of the tour operators polled believe there is a lack of coordination among the players, while 29% believe the wineries' services and activities are too limited. Another area for improvement identified by respondents was the still-weak presence of the web and the absence of online services dedicated to tourists (availability, reservations, e-shops).

Sicily is now getting a lot of attention

“With Tuscany confirming itself as the best wine destination, - explains Anthony La Salandra, director of Risposte Turismo, - our study pinpoints areas that are getting a lot of interest. For example Sicily is being looked at from all markets, Piedmont especially by Europe and Apulia by America, followed by Friuli Venezia Giulia and Veneto.”

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