A fast-growing sector reshaping Italy’s wine industry. For a long time, wine tourism sat on the sidelines of the wine business. That is no longer the case.
(Francesca Riello) At this year’s Vinitaly, the message is fairly clear: wine travel is moving into the mainstream. And with it, a part of the industry that has been growing quietly, but steadily, over the past few years.
“With this edition, wine tourism becomes a permanent part of the fair,” said Gianni Bruno, deputy general director of Veronafiere. “It is no longer just an additional activity for wineries, but something that can generate real value.”
The numbers help explain why. Early figures from the Wine Suite 2026 Report, due to be presented during the event, point to continued growth, both in visitor numbers and in spending.
In 2025, the average booking stood at €39.4 per person. Over the past four years, the sector has grown by around 11% annually. Wineries that have invested in hospitality are seeing even stronger results, with visitor numbers up by 16.8% and direct sales increasing by 21.4%.
In practice, a visit to a winery is no longer just about the experience. More often, it ends with a purchase.
Vinitaly Tourism expands as wine travel moves centre stage
Vinitaly Tourism is organised by Veronafiere together with Wine Tourism Hub and partners including Wine Suite, Wine Meridian and Winedering. The idea is straightforward: bring together those who offer wine tourism and those who are looking for it.
Part of that effort is focused on international buyers. Operators from the United States, Brazil, Croatia, the United Kingdom, Singapore and Thailand are expected in Verona.
They range from tour operators to travel designers, working across food and wine experiences, outdoor tourism and high-end travel. A dedicated Business Point, set up between halls 2 and 3, is meant to give them a place to meet producers and build contacts.
Tastings, business meetings and a focus on new markets
The programme begins on Sunday, 12 April, with a session on the administrative and tax side of wine tourism. As in previous editions, tastings will run daily.
The official opening follows on Monday, 13 April. Among the topics on the agenda are wine tourism for coeliac visitors and the growing role of wine clubs in direct sales.
On Tuesday, 14 April, organisers will present a survey involving hospitality managers and tour operators, looking at current challenges as well as opportunities in the sector. Later in the day, the focus shifts to wine bars and employment within wine tourism.
The final day, 15 April, will include a session on digital tools for wineries, from managing guests to handling logistics and shipments.
Meanwhile, further discussions at the Palaexpo will look at how wine tourism fits into business development, how Italian wine positions itself abroad, and the broader link between vineyards, landscape and culture.
