In 2021, 60% of Italian tourists had visited at least one wine region. By 2025, that figure had risen to 77%. Seventeen points in four years, according to the AITE Report presented at Vinitaly Tourism in April 2026. A figure worth reading alongside another trend: over the same period, domestic wine consumption declined. Wine tourism is growing in the opposite direction of the traditional market. Understanding who arrives is the first step to reaching them.
The profile: digital, under 50, already informed
Today's wine tourist does not show up at a winery by chance. They have already booked online, explored the area on their smartphone, and expect an experience that combines wine, landscape and real people. This is the profile outlined by DNA Tasting across more than 150 Italian wineries, published by La Madia in May 2026.
Figures from the Wine Suite Observatory, presented at Vinitaly Tourism on 15 April 2026, confirm the trend: 68.7% of wine tourism bookings now come through digital channels. Two visitors out of three have already chosen before arriving. Those who cannot be booked online reach only one-third of the available market.
As for origin, Italian visitors now account for 55.3% of visits, a sharp increase from the 30% recorded before 2020. International visitors, mainly from the United States, Germany, the United Kingdom and Switzerland, maintain a higher propensity to spend and bring direct export opportunities.
How long they stay, how much they spend
Thirty-eight percent of wine tourists stay four days or more. Thirty-six percent visit at least three wineries during the same trip, with even higher figures among those aged 25–34. Average spending per experience in 2025 was €136, up 5.4% on the previous year, according to Wine Suite Observatory 2026 data. Three wine tourists out of four report being satisfied. According to the ISMEA-AITE survey presented at Vinitaly 2024, the highest ratings concern winery service quality, relationships with the local community and ease of booking.
Why they return
AITE's 2026 findings show the main drivers of loyalty: 68% of wine tourists return because of the hospitality and professionalism of staff. Sixty-six percent return because booking is simple. Sixty-four percent return because wineries continue to offer new experiences.
There is also one figure that changes the perspective on what visitors want. For the first time in 2025, visiting a family-owned winery ranked first among the most sought-after wine tourism experiences, overtaking the purchase of discounted wine. The direct story of the people who produce it is worth more than any commercial promotion.
What it means for Valpantena
The valley has family-owned wineries, olive oil producers, quality accommodation and a landscape that can be explored on foot or by bike. It has exactly what this market is looking for. The challenge is not to build an offer from scratch; it is to make the existing one visible, easy to book and communicated with a consistent voice. Rete Valpantena is working on exactly that.