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The growing trend for wine tourism experiences in Tuscany

By Monday, 06 May 2024 09:00

There is a growing trend for wine tourism experiences in the Tuscan region. 

Many wineries now open at weekends

With wineries also opening to visitors at weekends and an increasingly young and international clientele, in 2023, wineries in the Tuscan region expanded the range of what they offer visitors by opening also at weekends. The number of wineries that can be visited on Saturdays has risen by 30% compared to 2022, and with it there waa an 11% increase in turnover in the wine tourism sector. 

Visits are more evenly distributed 

These figures are from the Wine Tourism and Direct-to-Consumer Sales Report 2024, compiled by Divinea, a technology company specialized in digital products and services for the wine sector. Also on the rise are wine experiences that go beyond the classic product tasting, with concerts in the vineyard or cellar visits, exhibitions or art installations. Another relevant fact is that farm visits are more evenly distributed throughout the year, including March, April, May, November and December. 

Winery experiences are drawing younger visitors 

The average age of the wine-loving public is decreasing: the 25-34 age group has risen sharply compared to previous years, reaching 43.8% of those choosing to book a winery experience in 2023; this is followed by the 35-44 age group and families. In addition to Italians, it emerges that many Americans and Europeans are attracted by this type of tourism, and there is also a significant presence of Germans, Dutch, Swiss and British visitors. 

Tuscany is Europe’s third most popular wine tourism destination 

In Airbnb's statistics on the ten most visited European destinations for tasting local wines Italy, and more specifically Tuscany, ranks as the third most visited European destination for wine tourism, thanks not only to the variety of wines that can be tasted but also to the variety of landscapes and traditions.

On-the-road trips from Chianti to Bolgheri

For those wishing to enjoy an even more immersive experience, why not discover the cellars and vineyards of Tuscany with an on-the-road trip along the wine roads that stretch from the Chianti region to the lands of Bolgheri, passing through San Gimignano? And it is possible to stop overnight at Hotel Calzaiuoli or Hotel Villa Fiesole, two 4* boutique hotels of the FH55 HOTELS group: the first with a privileged position in the centre of Florence, the second among the Tuscan hills overlooking the city. 

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