Wine tourism grows in Italy and in the world, and business meets in Riva del Garda

That wine tourism has been experiencing sustained growth for years, and is becoming increasingly important for both Italian wineries and their territories, is now a well-established fact. According to Nomisma data, in 2025 revenue generated by wine tourism for Italian wine companies reached a total of 3.1 billion euros, accounting on average for 21% of company turnover. And in 2026, according to data recently presented by wine tourism expert Roberta Garibaldi, 18 million Italians took part in wine-related experiences, 4.5 million more than in 2024. Wine tourism is a sector set to expand further, thanks to continued business investment, but also to the recently approved government legislation that provides a new regulatory framework for companies, wine consortia and other stakeholders specifically aimed at promoting wine tourism.
These will be among the key topics explored at “FINE #WineTourism Marketplace Italy”, Italy business-to-business trade fair dedicated to wine tourism, scheduled to take place in Riva del Garda on October 27th and 28th. Established through the collaboration between Riva del Garda Fierecongressi and Feria de Valladolid, the event has recorded a 30% increase in exhibitors compared to 2025, consolidating its position as a benchmark event for industry professionals. More than 100 exhibitors from Italy and abroad, including newcomers Germany and Slovenia among the exhibiting countries, representing wineries and wine tourism destinations, will gather in Riva del Garda. They will meet 90 selected buyers, including specialist tour operators, travel agencies and DMCs (Destination Management Companies) from Canada, the United States, Brazil, Mexico, Argentina, Germany, Switzerland, Norway, Denmark, Spain, the United Kingdom, Poland and France, among others. Over the course of two days, the program will feature seminars, case studies, the sharing of best practices, talks and, above all, extensive networking opportunities between Italian and international operators, reflecting how the sector is increasingly viewing wine tourism as a valuable opportunity for business development.
Among the many highlights, on October 27th, Jean-Daniel Debart, president of the Office de Tourisme du Grand Saint-Émilionnais, will focus on the world-famous Bordeaux area, which became the first wine region in the world to be recognised as a Unesco World Heritage Site in 1999.
Similarly, the Langhe-Roero and Monferrato wine landscapes in Piedmont are Unesco World Heritage Sites. Paolo bongioanni, councillor of the piedmont region with responsibilities including trade, agriculture and tourism, will share that experience alongside enrico rossi, vice president and regional councillor for agriculture of the marche region, and giulia zanotelli, councillor for agriculture, promotion of trentino products, environment, hydrogeological protection and local authorities of the autonomous province of trento, in the panel discussion “territorio e identità nello sviluppo del turismo del vino” - “Territory and identity in the development of wine tourism”. The day will conclude with the talk “enoturismo, la diversità che crea valore” - “Wine tourism: diversity as a source of value”, featuring Violante Gardini Cinelli Colombini, president of Movimento Turismo del Vino, wine producer Federica Fina, and representatives of the association from leading wine tourism regions such as Tuscany and Sicily.
On october 28th, sessions will include “Il ponte necessario tra cantine e intermediari turistici nazionali” - “The essential bridge between wineries and domestic tourism intermediaries” with stefano tulli, co-founder and supply manager of Winedering, and “Dal produttore al viaggiatore: come l’offerta incontra la distribuzione enoturistica” - “From producer to traveller: how supply meets wine tourism distribution”, featuring Stefano Tulli, Clementina Balter,, winegrower in Trentino and secretary of Fivi Italia, and Lorena Marrocco, travel & booking consultant at mir.
The discussion will focus on the relationship between producers and distribution channels, and on the conditions required for wine tourism experiences to be offered and marketed through organized travel networks. Particular attention will be given to international demand, with Roberta Garibaldi, Professor at the University of Bergamo and president of Aite (Italian Association of Food and Wine Tourism), and Agata Marchetti, Director of the German National Tourist Board.
During the session “L’enoturista di Germania, Austria, Svizzera e Francia, profili, comportamenti e opportunità per l’Italia” - “Wine tourists from Germany, Austria, Switzerland and France: Profiles, behaviors and opportunities for Italy”, participants will examine the motivations, travel behaviours and decision-making processes of visitors from some of Italy most important source markets. The analysis will go beyond a simple snapshot of the phenomenon, providing practical insights to help adapt offerings to an evolving demand. Roberta Garibaldi will also join Angelo Radica, president of Città del Vino, and Francesca Planeta, president of Planeta Estate, for the talk “Oltre i confini della cantina: come mettere in rete visioni, territori e risorse” - “Beyond the winery: connecting visions, territories and resources”. Finally, during the session “L’enoturismo, una nuova chiave per vivere la Sicilia” - “Wine tourism: a new way to experience Sicily”, Assovini Sicilia, the association representing more than 100 of the island most dynamic wineries, many of which have invested heavily in wine tourism and led by Gabriella Favara of Donnafugata, will illustrate the strategic importance of wine tourism in one of Italy leading tourist destinations.
“The double-digit increase confirms that wine companies recognise the event as a concrete and targeted response to their positioning needs - comments Alessandra Albarelli, Managing Director of Riva del Garda Fierecongressi - today, wine tourism requires professional management structures and dedicated commercial channels. Our mission is to facilitate this transition by creating direct connections between producers and the key players in international tourism and distribution”. “With only a few weeks to go before the opening of FINE Italy, the outlook is extremely promising. We have recorded a significant increase in the number of participating territories and wineries, and this growth in supply is mirrored in demand, with more than 85 tour operators and agencies specializing in wine tourism already confirmed - concludes Alberto Alonso, Managing Director of Feria de Valladolid - it is gratifying to see the strength of the FINE model and its ability to continue growing. We have already celebrated seven editions in Spain, and the Italian version has a particularly exciting future ahead of it”.