Saturday, May 24 and Sunday, May 25, mark the return of Cantine Aperte 2025, the flagship event by the Movimento Turismo del Vino (MTV), with a refreshed edition packed with new offerings designed to showcase the evolution of Italian wine tourism. It’s a weekend celebrating scenic landscapes, tastings, vineyard picnics, excursions, workshops, and many activities available year-round.
This year’s focus is on promoting slow, sustainable, and authentic tourism. MTV wineries will unveil a range of new immersive experiences: from vineyard trekking to cultural events, e-bike tours to hands-on workshops for children. “With Cantine Aperte 2025, we want to introduce visitors to fresh, exciting experiences that inspire and engage,” says Violante Gardini Cinelli Colombini, president of MTV. “We’re looking ahead to the future of wine tourism, expanding and diversifying our offerings to meet the expectations of an increasingly varied and international audience.”
The 2025 edition redefines the wine experience, blending tastings with cultural, outdoor, and sporting activities designed for families, nature lovers, and new tourism demographics. A recent partnership with Agricamper Italia allows guests to enjoy a 24-hour free stopover at participating wineries, enhancing their connection with the local land and culture.
Insights from the CESEO (Wine and Olive Oil Tourism Research Center at LUMSA University) reveal regional variations: Central Italy and Emilia-Romagna focus on outdoor experiences like vineyard picnics and tree watching, while Northern regions offer multisensory tours of ancient vineyards. In the South, there’s a strong emphasis on cultural and musical events, as well as local gastronomy and entertainment.
Education plays a key role too: creative cork workshops in Sardinia, painting classes among the vines, and art exhibitions in Tuscany and Umbria – the latter two accounting for 85% of Central Italy’s premium wine tourism. In Abruzzo, 40% of experiences are high-end, while Sicily and Campania stand out for the number and diversity of events.
Live music will enhance the weekend, with jazz and rock concerts enriching the wine tasting journey. As in past years, MTV continues to promote responsible drinking through its partnership with Wine in Moderation, Somelì, and Coravin Vinitas, allowing visitors to sample premium wines in 100 ml formats – perfect in quality, aroma, and portion size.
A new feature this year is Anteprima Cantine Aperte, a special preview event hosted at Land of Fashion outlets in Palmanova (Friuli-Venezia Giulia) and Valdichiana (Tuscany), with proceeds supporting pediatric hospitals.
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