Wine tourism numbers in Italy: 14 million people, 2.5 billion euros

The Wine Tourism Report in Italy, edition number 15, co-written by the University of Salerno and the Città del Vino (cities of wine), has revealed the numbers related to wine tourism in Italy: 14 million people, totaling 2.5 billion euros turnover for the entire industry, an average of 85 euros spent per day, increasing to160 euros for overnight stays. The Report also highlighted several interesting points. The Italian food and wine heritage is widespread, as we know, and is extremely attractive to tourists. However, there are numerous critical points that need to be addressed and fixed, which would allow a further jump in quality, both in the public sector (starting from infrastructural defects) and the private (especially the variety and quality of the wine tourist offer).
The exploratory research carried out on the 432 Municipalities of the Città del Vino, revealed that more than half of them (52%) do not apply a tourist tax. In addition, in 2018, while 73% of the Municipalities organized one or more projects to promote or improve the wine tourist offer, almost 60% do not have a Tourist Office. However, the feedback Municipalities have collected show that wine tourists have given very good ratings to the territories (7.18, on average), for the overall wine tourist offer (including activities wineries, restaurateurs, etc. offer). Wine tourists account for 26.9% of the turnover of wineries and 36% of restaurateurs, hoteliers and producers of typical products. Nevertheless, the quality of infrastructures connecting the various territories is generally considered unsatisfactory (5.4), likewise the Strade del Vino e dei Sapori (routes of wine and flavors) is not managed well and got a low rating, too (5.8), as only 2 out of 3 municipalities participate in the initiative.
Regarding companies, (42 participated in the exploratory research and half were Tuscan, ed.), the Report shows that direct sales, visits and tastings at wineries represent 65% of all the wine tourist activities offered. On the whole, there is a positive opinion regarding the levels of service offered, though shortcomings and delays are highlighted, like accessibility for people with disabilities in the various wine tourist services. The research explored the opinions of the protagonists: wine tourists. Not surprisingly, Tuscany was confirmed the most attractive wine tourist region in Italy, getting almost half of global preferences (48.41%). Piedmont, Trentino-Alto Adige and Campania followed. As mentioned above, the research revealed an average daily spending of 85 euros for one-day tourists (who visit but do not stay overnight) and 160 euros for those who instead do, referred to the level of overall service of the wine tourist experience including the entire industry (travel, food, accommodation, purchase of wines at wineries, on-site purchase of typical products), not necessarily only at the wineries. The conclusion is that wine tourists are willing to spend to have a quality wine tasting experience.