Food and wine tourism in Italy continues to grow: the year 2018, in fact, closed with a + 48% compared to the previous year. This emerges from the annual report on Italian food and wine tourism.
This means that those who travel in Italy get positive experiences only, tasting local food and meeting our culinary traditions.
All Italians who decide to travel in our country, look for places with a strong gastronomic identity.
It is necessary to offer an innovative offer able to meet the needs of all those people who are increasingly attentive to precisely knowing the history of the places visited and their typical foods.
It is noticeable, for example, that 68% of Italians interested in Italian food and wine tourism consider it necessary to create a national museum fully dedicated to food and wine only.
The profile of the food and wine tourist
Food and wine tourism involves all generations. Generation X, which includes people born between 1965 and 1980, is certainly in the first place of this list.
But the real protagonists are certainly the Millennials, or younger generations, with an annual growth of 86%.
The goal of these generations is actually the same: deeply getting to know the gastronomic panorama, that is a mix of people, history, traditions and activities considered by any user when choosing a destination to visit.
The main activities
What do the food and wine tourists generally do when they arrive at the location chosen? There are several activities available, such as the tasting of typical products, the visits to farms or wineries as well as the search for historic and well-known restaurants. “Theme experiences” are also growing: more than a third of users interested in food and wine tourism can entrust the organization of these thematic trips to special agencies.
Most visited regions, cities and countries.
Italy ranks first among the most visited countries by all those Italians who practice food and wine tourism. Spain and France are positioned behind our country, especially the wonderful capitals Madrid and Paris and the beautiful city of Barcelona.
In Italy the food and wine experiences most appreciated mainly concern Sicily, Tuscany and Emilia Romagna. If we look at the Italian capitals instead, the victory definitely goes to Naples, Rome and Florence.
Food and wine tourism, from the point of view of foreigners
More than half of the foreign tour operators who organise trips to “Italian gastronomic destinations” mainly prefer to visit Tuscany and Piedmont.
The Italian offer
How are products and companies operating in the food and wine sector positioned, even in legal terms? In Italy there are 825 products from the agri-food and wine sector with Protected Geographical Indication (IGP). 5056 products fall under the Pat category, an acronym for Prodotti Agroalimentari Tradizionali (Traditional Agri-food Products).
There are 335,000 companies operating in the catering industry, more than 23,000 farmhouses, 114 themed museums and 173 special wine and food tours. The numbers on the impact of Italian food and wine on the world humanitarian heritage finally deserve to be mentioned.
Four food and wine assets (the cultivation of Zibibbo grapevine from Pantelleria, the wine areas of Langhe-Roero and Monferrato, the Mediterranean diet and the amazing art of Neapolitan pizza makers) are part of the UNESCO tangible and intangible heritage, and the cities of Alba and Parma (creative cities)are part of the UNESCO gastronomy.
What is food and wine tourism worth?
According to Coldiretti, in 2018 Italian food and wine tourism had an impact on the national economy for about 30 billion euros.
From 2008 to today, tourist expenditure in the gastronomic industry has experienced a real growth, reaching + 40%.