Presented in Rome the First Wine Tourism Survey: Growth, Challenges, and Opportunities

At Palazzo Giustiniani, the headquarters of the Presidency of the Senate, the first wine tourism survey was presented, created by the Movimento Turismo del Vino (MTV) in collaboration with the CESEO (Centre for Wine and Olive Tourism Studies) of the LUMSA University. The event, attended by sector experts, focused on the importance of wine and olive tourism as key drivers of development for international tourism.

Dario Stefàno, president of CESEO, emphasized the significance of the observatory as a tool to promote sustainable and homogeneous growth in 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 rapidly growing sector, with a 13% increase globally. In Italy, the growth of wineries has led to revenue increases for 53% of businesses, with a quarter of them experiencing double-digit growth. However, 81% of wineries reported rising costs that are putting pressure on profit margins, especially for small businesses.

A key aspect of the study was the role of professionalization in the sector: only 38% of wineries have qualified personnel in Wine Hospitality. Despite this, the range of experiences offered is becoming more diverse, with complementary activities such as vineyard picnics and walks, and a growing commitment to sustainability, with 43% of wineries engaged in organic practices.

The sector is also adapting to digitalization: social media, especially Facebook and Instagram, are crucial tools for promoting wineries, but only a small percentage (20%) are adopting artificial intelligence technologies to enhance customer experience and operational sustainability.

The Movimento Turismo del Vino continues to promote sustainable tourism, including families, nature lovers, and sports enthusiasts among its visitors. We discuss this with Violante Gardini Cinelli Colombini, president of Movimento Turismo del Vino, and Donatella Cinelli Colombini, Director of CESEO.

Federico Gabriele

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Presented in Rome the First Wine Tourism Survey: Growth, Challenges, and Opportunities

Federico Gabriele

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