---
title: "Italian wine tourism is soaring: 18 million Italians involved in 2026"
date: 2026-04-20
intro_image: "https://www.valpantena.org/images/ENOGATRONOMIA/calici_rosso.jpg"
fulltext_image: "https://www.valpantena.org/images/ENOGATRONOMIA/calici_rosso.jpg"
categories:
  - name: "Food and wine"
    url: "https://www.valpantena.org/food-and-wine.md"
---

# Italian wine tourism is soaring: 18 million Italians involved in 2026

![Italian wine tourism is soaring: 18 million Italians involved in 2026](https://www.valpantena.org/images/ENOGATRONOMIA/calici_rosso.jpg)

The Wine Suite Report 2026, unveiled in an absolute preview during the latest and widely attended edition of Vinitaly, has captured a clear, detailed, and decidedly encouraging snapshot of a sector that, after the uncertainties of recent years, is now experiencing a phase of full and sweeping acceleration: Italian wine tourism. The figures emerging from the analysis speak with unmistakable clarity, outlining an impressive, almost exponential growth trend: it is estimated that as many as 18 million Italians will choose to enjoy an authentic wine-related experience over the course of this year. This represents a significant increase—4.5 million more visitors compared to the already positive figures recorded in 2024—highlighting a steadily growing and cross-generational interest.

 This genuine boom is not limited to overall numbers but is also clearly reflected in how the offering is experienced: participation in guided tours directly at production sites—wineries, vineyards, and barrel rooms—has risen from 60% in 2021 to a solid and remarkable 77% in 2025. This figure is more than just a statistic; it tells the story of a profound anthropological shift in the behavior and expectations of modern consumers. Today’s audience is no longer simply looking for a bottle to purchase off a shelf; they are actively seeking authenticity, direct human connection with producers, compelling stories to hear, and multisensory experiences to live firsthand.

 For an outstanding wine-producing area such as Valpantena, characterized by breathtaking landscapes and centuries-old traditions, this scenario represents a concrete and tangible window of opportunity—a high-speed train that cannot be missed by those aiming to remain competitive in the global market. Modern wine tourists know exactly what they want: they are informed, demanding, and consistently reward the overall quality of the experience offered by the hosting estate.

 According to the report’s detailed findings, 68% of wine tourists say they are likely to return to a specific winery thanks to the warm, professional, and knowledgeable hospitality staff, capable of conveying both passion and expertise. Additionally, 66% of respondents greatly appreciate the ease of use and efficiency of online booking systems, while 64% are strongly attracted by the variety, originality, and exclusivity of the activities offered (sensory tastings, vineyard picnics, local cooking classes, and trekking routes through the vines).

 The challenge for forward-thinking producers in Valpantena, therefore, unfolds across three main strategic fronts, closely interconnected. First, it is essential to invest structurally in the continuous training of staff dedicated to hospitality and storytelling, enabling them to become true ambassadors of the territory. Second, there is a need to develop a rich, diversified, year-round calendar of events capable of attracting different target groups—from expert wine lovers to families, from millennials to international tourists. Finally, a strong focus must be placed on the digitalization of booking and payment processes, making them simple, immediate, secure, and accessible from any mobile device, in line with contemporary consumer habits. Demand is strong and well-established, and the market is now mature and highly demanding; it is up to dedicated producers—and the territory as a whole—to be ready to welcome this extraordinary and passionate wave of visitors.

 ![salotto](https://www.valpantena.org/images/salotto.jpg)