As worldwide wine sales continue to weaken, Italy’s wine sector is increasingly looking to tourism as a growth engine rather than a complementary activity. Wine tourism is now seen as a core strategy for protecting revenues, enhancing brand value, and reinforcing the connection between wineries and their surrounding territories.
The shift reflects changing consumer behavior, with travelers placing greater value on immersive, place-based experiences. On a global scale, wine tourism is worth an estimated $46.5 billion, or about €39.1 billion, and represents one of the fastest-growing segments of experiential travel. Europe holds a 51% share of the market, led by France, Italy, and Spain.
