Olive oil tourism in Italy is growing rapidly and is emerging as one of the most dynamic sectors within the country’s food and wine travel industry. Between 2021 and 2024, participation in activities connected to extra virgin olive oil increased by 37.1%, reflecting a broader global trend toward experiential culinary travel.
At the same time, 7 out of 10 Italians say they consider olive oil an essential part of the nation’s cultural and landscape heritage. These findings come from the Second Report on Olive Oil Tourism, promoted by the National Association of Olive Oil Cities together with Coldiretti and Unaprol
