Wine tourism in Italy

Abstract

Abstract: This text includes the history of wine tourism in Italy since 1993, when the first edition of the event “Cantine Aperte” (Open Cellars), Wine Day, took place. The movement grew from the initial 25 wineries to the 21,000 that participate today in opening their doors to the public, while visitors grew in numbers from a couple of hundred, 20 years ago, to the current 4 to 6 million. Wine tourists can be divided into four main groups: wine tourists by chance, classic wine tourists, talent scouts, and lovers of luxury. Each group is examined according to its consumption, its conduct, and its expectations. Wine tourism in Italy boasts around 170 territorial networks: “Strade del Vino” (wine routes) regulated by law. After an initial pioneer phase during which preexisting wineries adapted to the growing number of tourists, modern-day wineries were created with bespoke areas for the welcoming of visitors. Wineries in Italy can be classified into the following main types: “functional wineries” that concentrate on productive efficiency; “cathedrals” – renovated historic buildings or modern “starchitecture” designs in which esthetics play an important role; wineries with a “strong identity” linked to the owner or wine producer with the special imprint of his or her personal wine making passion. Other features of Italian wine territories such as food and wellness centers not to speak of the ever present cultural heritage also play a part in attracting wine tourists. Lastly, an evaluation is made of business and communication aspects with a specific reference to the use of the web. Keywords: wine tourism, Italian wineries, winery tours, wine roads of Italy

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