At Vinitaly 2026, wine tourism is taking on a more prominent role than ever before, placing at the heart of the discussion one of the most pressing challenges facing Italian wine today: the gap between the country’s worldwide appeal as a wine destination and the actual ease with which visitors can reach its wine regions.
The presentation organised by the Movimento Turismo del Vino, led by President Violante Gardini Cinelli Colombini, scheduled for 13 April in Verona, will showcase the findings of a survey conducted at the end of 2025 among more than 300 member wineries across Italy.
The figures from 2025 reveal a striking paradox. While 104 million international visitors travelled to Italy (Source: Alloggiati Web, Italian Ministry of the Interior), fewer than 10% visited a winery.
Interest in Italy’s wine regions remains remarkably strong, yet the journey from wanting a wine tourism experience to actually enjoying one is still hindered by issues of transport, mobility and accessibility—both real and perceived.
The research, carried out by CESEO at LUMSA University, chaired by Dario Stefàno and directed by Donatella Cinelli Colombini, with statistical analysis by Professor Antonello Maruotti, focused on wineries belonging to the Movimento Turismo del Vino. It also highlights an encouraging trend: at participating wineries, international visitors account for between 35% and 40% of total guests, with even higher percentages recorded in Central and Southern Italy. The findings suggest that wherever the tourism offering is well organised and professionally managed, international demand responds positively.
Among the factors making the greatest difference are effective communication, clear and accessible information, multilingual services, and the ability to create shared initiatives through flagship programmes such as Cantine Aperte and Calici di Stelle. High hospitality standards, reliability and ease of access consistently emerge as decisive elements, particularly for international travellers.
The research also underscores the importance of physical accessibility. While the appeal of wine tourism often lies in discovering authentic destinations away from the main tourist routes, limited transport links and insufficient services can become significant barriers, particularly for smaller and more remote wineries.
Against this backdrop, the collaboration between Movimento Turismo del Vino and CESEO takes on strategic importance. By combining producers’ practical experience with academic research, the partnership offers a more structured understanding of the sector, helping to identify critical issues and shape shared development strategies.
The initiative in Verona therefore aims to move the conversation beyond identifying problems and towards building practical, long-term solutions capable of making Italian wine tourism more accessible and competitive on the international stage
