Montepulciano ranks as one of the world’s most welcoming destinations according to Booking.com’s 2026 Traveller Review Awards.
"Here tourism is... an economic and social system"
Based on the average of all reviews published on the website and app this international recognition certifies Montepulciano as the lead municipality of the Valdichiana Senese Tourism Community, as also specified by Doriano Bui, president of the Strada del Vino Nobile di Montepulciano and the Sapori della Valdichiana Senese, an organisation that has been bringing together institutions, businesses and operators in the sector since 2014. “Booking.com’s recognition certifies a model that works: here, tourism is not just about attraction, but an economic and social system. It is not a chance result, but the fruit of a strategy shared between the public and private sectors.”
A guest satisfaction level of 92%
Last year, Montepulciano recorded a 1.46% increase in arrivals and a 3.31% rise in tourist overnight stays. Among the reasons for travelling to Montepulciano, interest in the artistic heritage stands out (54%), followed by nature, relaxation and food and wine experiences. Strengthening the town’s position is the overall perception of the quality offered by the Valdichiana Senese destination, with a guest satisfaction level reaching 92%, assessed in terms of hospitality, experiences and the authenticity of the offering. In the local economy, there are 576 tourist establishments out of approximately 2,000 active businesses, whilst across the entire Valdichiana Senese there are 1,544 active tourist establishments.
Events and a winemaking tradition
Situated on a limestone hill between Valdichiana and Valdorica, Montepulciano stands out for its rich historical, cultural and food and wine heritage. Among the main places of interest are Piazza Grande, Montepulciano Cathedral and the Renaissance church of San Biagio. The town can also boast a vibrant cultural scene, thanks to initiatives such as the Cantiere Internazionale d'Arte, a festival of opera, music, theatre, dance and performance, or the Bravìo delle Botti: a challenge between the town’s districts, in which they roll barrels weighing around 80 kilos each uphill. Rounding off the local identity, the region’s rich winemaking tradition finds expression in the famous Vino Nobile di Montepulciano, the area’s flagship wine and Italy’s first DOCG.
