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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Il Mandorlo is a hotel in Baressa, in the province of Oristano, some 60 kilometres from Cagliari (Sardinia). The result of a careful renovation of ruins dating back to the 19th century, the property has the typical features of traditional rural Sardinian architecture, through the recovery of original materials such as stone and wood and the conservation of distinctive elements. 

Il Mandorlo’s old house dates back to the 19th century

Il Mandorlo is divided into two units: the main one with eight guest rooms and common areas, the loggias, the courtyard, the dining room with the lounge and bar, the reception, and the terrace with solarium. One hundred and eighty metres away stands a typical historic house called Casa Cossu, from the name of the family that lived there originally in the second half of the 19th century. All the rooms have private bathrooms and are furnished in the style of traditional Sardinian craftsmanship. They are completed with handcrafted furnishings and accessories that  echo the colours and symbols of Sardinia’s authentic textile traditions.

There is plenty to explore, from a UNESCO site to interesting parks 

Il Mandorlo hotel is located a short distance from the main points of interest: the Giara Naturalistic Park, the UNESCO heritage site "Su Nuraxi", the Sardinia in Miniature Park and the starred restaurant of well-known chef Roberto Petza. The many local wineries in the area allow guests to visit their vineyards and cellars for wine tasting paired with local products.

Italy and Rome are ready to host the next International Golf Travel Market in 2022, and then the Ryder Cup in 2023. The national tourist board Enit, working with the Italian Golf Federation, Lazio Region, Convention Bureau Rome and Lazio and Fiera di Roma, is getting ready for the most important event promoting golf tourism, which this year will be held at the Celtic Manor Resort in Wales.

Rome will host the IGTM

"The pandemic has revolutionized how tourists think about travel as well as about experiences in contact with nature. Having the IGTM in Rome is a wonderful opportunity. Golf boosts the tourism GDP of the host country and is expected to grow by $5.36 billion post COVID in 2020-2024" said Enit’s president Giorgio Palmucci.

In Italy 1.8 million visitor overnights are linked to golf

Statistics from the European Golf Association show that Italy has 386 golf courses (140 have at least 18 holes) and golf is in 5th place (14.4%) among the sports Italy markets on international markets after cycling (36.1%), skiing (25.8%), trekking (24.7%) and football. Some 1.8 million overnights are linked to golf tourism and spending on golf peaks in the summer months with around 38.0% of the total between July and September.

Acampora Travel, the Sorrento-based tour operator had a good summer, with many European and Eastern European arrivals from mid-July to the end of September.   “At the beginning of the year I took Acampora Travel and some of our clients back from Tui. Working with Tui we learned a lot. They are an exceptional group, and I hope they also learned from us,“ said president Gino Acampora. “Unfortunately UK visors were   missing this summer due to the quarantine measures.” 

Gino AcamporaRequests and bookings for smaller groups

“2022 is going to be a year of transition but we should return to normal in 2023. We are already receiving a lot of requests and bookings, after two years without travel people really want to get on the move again. And there is a lot of interest in the classical Italian destinations and also for weddings from Europe, the US and now the UK”.  One big difference, added Acampora, is that people no longer want to travel in big groups. “They are happier with smaller numbers, so we are getting requests for groups of 15 to 20.”

The CIlento region has something for everyone

One region that is really taking off, according to Acampora, is the Cilento, the beautiful coast in the Campania region below Salerno. After the Jesolo area in Emilia Romagna the CIlento has Italy’s highest concentration of camping sites and holiday villages as well as hotels of all levels.  “We are investing in our Palinuro hotel by adding 23 new rooms,” said Acampora.    

The Salerno Costa d’Amalfi Airport is to get an extended runway

In 2024 the runway of the Salerno Costa d’Amalfi airport, which is just 20 kilometres from Salerno, will be extended, making the Cilento more easily accessible.   “Apart from the sea the Cilento has internal areas that are as beautiful as Sardinia, a wonderful National Park and amazing wines and foods, and even in the shoulder months and in winter the climate is mild.”

We must work together to everyone’s advantage

Traditionally the Cilento’s season lasts from May to September but Acampora says it has to be stretched to at least mid-October.  “If there is no supply there can be no demand. We can attract visitors in the autumn months, but not if 80% of shops and restaurants close at the end of September. The local players have to understand this and work together to everyone’s advantage.”   

The Prestigio Collection by Autentico Hospitality aims at providing operators with greater visibility both in Italy and abroad.  "We are a highly dynamic team of luxury hospitality professionals and our mission is to help Italy’s upmarket hotel sector grow in an increasingly competitive market,” said Autentico Hospitality’s CEO, Mario Cardone. “We offer commercial support at a time when tourism is restarting worldwide. Our commercial promotion plan, starting 1 January 2022, will be well balanced between leisure, corporate and MICE,” he added.   

Exploiting synergies with Autentico Hotels

Unlike Autentico Hotels, which will be dedicated exclusively to 5-star properties, the new Prestigio Collection circuit is reserved for 4-star and 5-star hotels as well as for tour operators who need commercial representation on world markets. "Prestigio Collection will have a dedicated team,” said Marco Fabbroni Autentico Hospitality’s President. “Whenever possible we will exploit synergies with Autentico Hotels, although the two circuits will have separate commercial plans and different targets." 

The Prestigo Collection starts with 9 hotels

The new circuit will start with 9 hotels : StrafHotel in Milan, Ad Astra and Corte Calzaiuoli in Florence, Borgo del Cabreo in Greve in Chianti, Casa Botticelli in San Frediano, Ca 'dei Proverbi Suites and Ca' Bonfadini in Venice, CampZero in Champoluc and La Malandrina in Taormina.

• Image Gallery Casa botticelli Casa botticelli
• Image Gallery Ca Bonfadini - Venice Ca Bonfadini - Venice
• Image Gallery Straf Hotel - Milan Straf Hotel - Milan
• Image Gallery Ad Astra - Florence Ad Astra - Florence
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• Image Gallery Ca dei proverbi - Venice Ca dei proverbi - Venice
• Image Gallery Camp Zero Resort - Aosta Camp Zero Resort - Aosta
• Image Gallery Corte Calzaiuoli - Florence Corte Calzaiuoli - Florence
• Image Gallery La Malandrina - Taormina La Malandrina - Taormina
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B&B Hotels Italia ranked one of the top 100 companies in the field of sustainability at the first edition of the Credit Suisse and Kon Group’s Sustainability Award for companies that have distinguished themselves and have been working for years to attain sustainability. B&B Hotels Italia stands out in the hotel sector, playing a leading role and continuing to engage with vision and innovation, contributing to a sustainable future for all business and leisure generations, in line with the Only For philosophy. Everyone, and at the best price only on hotelbb.com.

Valerio Duchini

“We are the first hotel chain to win the award”

“We are extremely proud of this result that certifies our perseverance and passion in pursuing our objectives, in line with our values ​​of corporate social responsibility,” said Valerio Duchini, President and CEO, B&B Hotels Italia.

"Being the first hotel chain to win the award, and being recognized as one of the 100 Italian company to attain levels of excellence, encourages us to continue in this direction, implementing new solutions in line with environmental, social and governance criteria.”