Allegrini 2018

The charm of Tuscany, the beauty of Chianti, and in the territory tourism flies

In one year arrivals and presences grow, according to the Nomisma Wine Monitor research for the Consorzio Vino Chianti
The charm of Tuscany, the beauty of Chianti, and in the territory tourism flies

The trend of wine tourism that pulls, at national level, the charm of Tuscany, among the most loved and admired Italian regions in the world, the charm of the hills combed by vineyards, the scents and colors of wine, wine cellars, castles and residences that dot the territory of Chianti, the largest denomination of the “Grand Duchy”. Key ingredients of the successful recipe, which in a year brought tourism in the Chianti area to grow by 10% in terms of arrivals, and 8% of presences, according to data from Wine Monitor Nomisma for the Chianti Wine Consortium, presented today in Florence, which has traced trends and profiles of those who choose the agritourism. From the survey, on a sample of 800 people, between 18 and 65 years old, emerged a fairly clear picture of the Chianti wine tourist type: man, between 35 and 44 years old, educational level and medium-high income. One in four interviewees said that he would like to take a holiday to visit wineries and vineyards. Tuscany remains the region at the top of the list of preferences, cited by 21% of the interviewees, and the Chianti wine production area is the preferred destination with 37% of the responses.

According to Nomisma research, in 2018, more than 1.2 million arrivals were recorded in the Chianti wine production area (42% Italians and 58% foreigners), 9% of the total in Tuscany, which breaks through 14 million. There were almost 3.5 million visitors (44% Italians and 66% foreigners), 7% of the regional total. A comparison between 2017 and 2018 shows a more marked growth of wine tourism, double or more, compared to the already good result of +4% in attendance and arrivals in the region. The most marked increase was recorded by foreigners, 13% more than in 2017.

“The Dop wines of Tuscany are a strong and consolidated attraction for tourism, especially international - declares Giovanni Busi, president of the Consorzio Vino Chianti - the trends offer us an optimistic vision for the future, a favorable ground for implementing promotion strategies and enhancement of the product also in light of export data, both in the European and non-European market”.

“Wine in Tuscany is an element of exceptional attraction for the history and the quality recognized throughout the world - comments Stefano Ciuoffo, Councillor for Tourism of the Region of Tuscany - Chianti is synonymous with the concept of “good Tuscan living” that becomes the sought after element for a mature tourist with the desire to discover a land. A tourist wants to live an experience through tasting excellent wine. For this reason, the tourist offer on-site has been structured to offer this demanding and loyal public that often comes back for the second and third time. It is a very important driver to make Tuscany known”.

The red PDO wines of Tuscany, in fact, as already reported in recent days, are leaders in Europe. The total value of exports in 2018 of 518.6 million euros, compared to 273.7 million in Veneto and 242 million in Piedmont in all major markets, especially in Germany, UK, France, the Netherlands, and Belgium. Exports of Tuscan PDO red wines are also growing in countries outside the EU. An increase in many cases above the national average: from 2013 to 2018 exports recorded a more 17% in the U.S. (plus 12% the national figure) and well +47% in Switzerland (the Italian growth is 16%). Canada is also good, with an increase of 16% against 10% of the national average. Tuscany is at the top of the ranking by the value of red wines exported compared to those from Veneto and Piedmont in the main markets, including Japan and China, with a value in 2018 of 14.2 million euros and 10 million euros respectively.

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