Italian taste: 25% of food & wine tourists’ first destination choice is Italy

The variety, the wealth, the uniqueness and the quality of Italian food and wine are the absolute number one reason tourists decide to travel to Italy. Food and wine is the number one, most popular reason for those who choose to travel in Italy - the percentage is 26% overall (which goes up to 29%, if only foreigners are counted, ed.), which is even more than the immeasurable variety and wealth of Italy’s historical and artistic heritage (24%). According to the Italian tourist research center, Isnart-Unioncamere data, in 2017 there were over 110 million tourists related to food and wine tourism (43% were Italians and 57% foreigners) that spent over 12 billion euros.
“The connection between the agriculture and tourism sectors”, explained Roberto Di Vincenzo, President of Isnart, “is fundamental for the sustainable development of the territory as well as being a distinguishing element of the Italian identity. The "Italia" label definitely gives added value to our productions and to the local companies of origin, while at the same time adding a unique emotional imprint to holidays in Italy”.