What are American tourists looking for in Italy? Authenticity, cities of art, and winemaking regions

79% of U.S. respondents recognize Italy as a destination capable of offering authentic food and wine experiences, and 47% would like to take a trip to our country that includes at least one wine tourism experience in the next 24 months. Certain regions stand out, first and foremost Sicily (82%) and Tuscany (81%), followed by Piedmont (56%), where wine serves as a gateway to the region, its culture, landscape, and local identities; however, the pitfall to avoid is treating the winery experience as an end in itself. This is according to the report “The U.S. Market and Wine Tourism”, produced by Aite-Associazione Italiana Turismo Enogastronomico (Italian Association for Food and Wine Tourism), chaired by Roberta Garibaldi, a professor at the University of Bergamo and one of the sector’s leading experts, for Vinitaly Tourism and Vinitaly.USA 2026, taking place on October 26 and 27 in New York, is an event that brings together the Italian wine industry with Veronafiere and ICE Agency. The report confirms Italy’s strong appeal and analyzes the behaviors, expectations, and travel propensity of the U.S. market regarding wine-related experiences in Italy.
Sicily and Tuscany are the regions most frequently cited by respondents for a trip to Italy, reinforcing their particularly strong connection to Italy and its culinary and wine excellence. The survey highlights how wine tourism has now become an established part of the travel experiences of the U.S. tourists surveyed: 60% have participated at least once in a wine-related activity over the past three years, and 39% have had these experiences exclusively in the United States, while 22% have had them either exclusively or also abroad, 16% in both the United States and other countries, and 6% only abroad. This is, therefore, a market already accustomed to wine tourism, but one with significant potential for international growth.
Among those who have already participated in at least one wine tourism experience, wine was the main reason for the trip in 42% of cases and one of the main reasons in 38% of cases. For U.S. tourists, wine is therefore much more than just a tasting: it becomes a gateway to the region, its culture, landscape, and local identities.
Italy’s image is particularly positive. 79% of respondents view our country as a destination capable of offering authentic food and wine experiences. Seventy-three percent believe that Italy boasts unique wine-growing landscapes, excellent wines, and wine-related attractions that offer an opportunity for cultural enrichment. Sixty-seven percent also appreciate the chance to meet local people and learn about the history of the wineries and their wines. This finding highlights how the connection with local producers and communities is an integral part of the experience sought. Finally, 71% associate Italy with high-end or luxury wine experiences. Looking ahead, nearly one in two respondents has Italy on their radar: 47% consider a trip to our country that includes at least one wine tourism experience within the next 24 months to be desirable.
Among the regions considered by potential American wine tourists are Sicily (82%), Tuscany (81%), and Piedmont (56%). Other subregional destinations and wine regions include the Amalfi Coast (67%), the Prosecco region (60%), Chianti (59%), Mount Etna (58%), Montalcino (56%), the Cinque Terre and Montepulciano (55%), Franciacorta (54%), Langhe/Barolo (53%), and Valpolicella (52%).
Culture is one of the main factors driving tourism. 66% believe that combining wine-tasting experiences with visits to historic cities and cultural sites makes Italy more attractive as a destination. At the same time, 65% consider it important to experience Italy’s wine-growing landscapes and countryside. This points to a travel model that connects cities of art with rural areas and wine regions. Among the 474 respondents who do not rule out a wine-related trip to Italy in the next 24 months, including those who are undecided, 54% would choose a trip that combines city visits with excursions and wine-related experiences, while 37% would be interested in a trip focused primarily on wine-growing regions.
The gastronomic and social aspects are important, but not all-encompassing. In any case, 39% of respondents dream of having lunch or dinner at a winery restaurant during their trip to Italy, and 36% dream of a candlelit dinner among the vineyards. Wine tastings at sunset and those paired with local culinary specialties both account for 33%. These are experiences rich in emotional and experiential value, capable of seamlessly blending wine, food, scenery, and social interaction.
Travel planning is another key factor for U.S. travelers. 55% consider it important to be able to book tours and winery experiences online. For future trips to Italy, 49% cite online experience booking platforms, such as Viator and GetYourGuide, as channels they would use before departure, while 43% would use them during their stay. This data highlights the importance U.S. travelers place on these tools in the decision-making and booking process.
Intermediary channels still play a key role, however: 62% cite travel agencies and tour operators as their go-to for booking wine tourism experiences before departure. 43% prefer a fully organized package, and 41% prefer a partially organized trip, in which at least some services are booked in advance. Only 16% would choose to plan their trip entirely on their own.
Transportation is also a key part of shaping the experience. Driving is still the top choice for reaching and traveling through Italy’s food and wine regions: 42% opt for a rental car, while 25% consider a car or minibus with a driver. These figures highlight the central importance of accessibility and transportation links in rural areas to the overall travel experience.
“The research reveals an American tourist who is interested in Italy but whose motivations and behaviors are quite nuanced”, emphasizes Roberta Garibaldi. “Alongside the seasoned wine lover, we find travelers for whom wine represents a way to discover a region, its cuisine, landscape, culture, and people. It is precisely this integration that is one of the great strengths of Italy’s wine tourism offerings. What’s interesting is that, while wine consumption patterns are changing in the United States, interest in wine destinations, experiences, and cultures continues to show significant potential. Italy boasts an extraordinary variety of wine-growing regions and offerings, ranging from experiences in major wine destinations to those in lesser-known areas. The results also highlight how important it is for the U.S. public to be able to plan their trip, find clear information, and book experiences through the channels they say they want to use. These are elements that contribute to the overall quality of the experience and to our system’s ability to engage with this market”.
eport supplements the research on demand with two contributions from U.S. scholars: Angelo A. Camillo of Sonoma State University and Matthew J. Stone of California State University, Chico. Matthew J. Stone’s contribution reveals that 58% of U.S. travelers report drinking local wines on at least half of their trips, up from 52% in 2020. This suggests that, even as consumer behaviors change, wine may continue to be a significant part of the travel experience. Camillo interprets the current situation in California, the epicenter of U.S. wine tourism, as a structural realignment of the wine economy and hospitality models. He specifically highlights the situation in Napa Valley, which is facing challenges. Hotel occupancy data show that between January and August 2025, occupancy was 10% below 2019 levels, though it had increased compared to 2024. This is a different indicator from winery visits. Regarding tasting fees, Stone reports averages of $79 for standard tastings and $125 for reserve tastings in Napa, and $47 and $95, respectively, in Sonoma. This situation highlights how the crisis affects not only consumption but also the affordability of the experience and the need to rethink pricing, hospitality, and the relationship with visitors.
The U.S. wine tourism sector is also evolving. The analysis highlights a growing diversity in offerings: alongside wine tastings, there is an increasing focus on gastronomy, nature, culture, events, outdoor activities, and wellness. At the same time, there is a greater emphasis on diversifying experience levels and price points, as well as on accommodating companions who consume little or no alcohol. The evolution of wine clubs and direct-to-consumer activities also demonstrates that the winery experience is increasingly viewed as part of a broader relationship with the visitor, which can continue through purchases, communication, and membership.