Italian wine tourism has become a major economic resource for wineries and rural communities, generating approximately €3.1 billion in 2025. It now contributes an average of 21% of winery revenue, confirming that hospitality is no longer a secondary activity but an important part of the Italian wine business.
The findings emerge from the 21st National Wine Tourism Observatory, developed by the National Association of Wine Cities with Nomisma Wine Monitor. The research examined 300 wineries and 13 wine protection consortia across Italy.
