At Palazzo Giustiniani, seat of the Presidency of the Italian Senate, the first Wine Tourism Survey was presented, carried out by the Movimento Turismo del Vino (MTV) in collaboration with CESEO (Center for Wine and Olive Oil Tourism Studies) of LUMSA University.
The event brought together industry experts and focused on the importance of wine and olive oil tourism as drivers of international tourism development.
Dario Stefàno, President of CESEO, emphasized the importance of the observatory as a tool to promote sustainable and balanced growth within the sector, while Violante Gardini Cinelli Colombini, President of MTV, highlighted the role of research in improving the skills and offerings of wineries.
The survey, which involved 237 wineries associated with MTV, revealed a sector experiencing strong growth, with a 13% increase globally. In Italy, this growth translated into higher revenues for 53% of wineries, with one quarter reporting double-digit expansion. However, 81% of wineries reported rising costs, putting pressure on profit margins, particularly for smaller businesses.
A key aspect emerging from the study is the importance of professionalization in the sector: only 38% of wineries have staff qualified in Wine Hospitality. Despite this, the range of experiences offered is increasingly diversified, with complementary activities such as vineyard picnics and guided walks, and a growing commitment to sustainability, with 43% of wineries engaged in organic practices.
The sector is also adapting to digitalization: social media, particularly Facebook and Instagram, are essential tools for promoting wineries, yet only a small percentage (20%) is adopting artificial intelligence technologies to enhance customer experience and operational sustainability.
The Movimento Turismo del Vino continues to promote sustainable tourism, welcoming families, nature lovers and sports enthusiasts among its visitors. We discuss this with Violante Gardini Cinelli Colombini, President of the Movimento Turismo del Vino, and Donatella Cinelli Colombini, Director of CESEO.
