Officine Turistiche | Why food and wine tourism is so important in Italy.
Food and wine tourism in Italy
Italy is one of the most appealing countries in the world in the food and wine industry. Wine and food are a quintessential part of Italian culture, being the best way to get to know a particular territory. According to the ENIT (Italian tourism association), the tourism industry in Italy can not ignore this great culture. The WTFA Food Travel Monitor 2016, an international analysis on food and wine tourism led by an organisation whose mission is to promote economic development for the food, beverage and travel industry, reveals significant market dynamics and indicates how activities linked to food and wine determine the choice of a particular destination and promote the purchase of typical food back home. This is great news for Italy, a country that could possibly see an important social and economical revival thanks to its food, wine, art and culture. Food and Wine tourism it a great opportunity not only for winemakers and food-making companies but also for local shops and museums. An oenotourist (food and wine tourist) usually spends on typical products and likes to bring back home food purchased during the holiday. Oenoturists love to share their experience on social media and when back home they tend to buy products sampled during their holiday. Abroad, Italy is considered the most important food and wine destination. China and the United States believe it’s the most important destination, definitely ahead of countries such as Spain and France.
We fondly believe that food and wine tourism is the best way to discover our territory and its history and culture by getting acquainted with products, producers and places where producers work.
Some facts about food and wine tourism:
Food and wine tourism is rising significantly in Italy. The last report of the Observatory on oenotourism by the “Wine Business” course at Salerno University (realised on behalf of the association Città del Vino) clearly states that this is a constant trend. It estimates that more than 2.5 billion euros were spent in 2015 by wine tourists in Italy, and it also estimates that more than 14 million visits occurred in 2016. The average wine tourist spends around 190€ (travel, accommodation, food, purchase of wine), therefore creating a turnover of around 2.1 billion euros in 2014 and 2.6 billion euros in 2015. Generally speaking, we can say that 2.5 billion euros are created by oenotourism in Italy.
- Visits the areas and the wine farms where wine is produced and takes part in events related to wine.
- Likes tasting products and living the experience of being where the wine is created (Romano e Natilli, 2008).
- Has a good cultural knowledge, likes art and has a good income (Charters & All-Knight,2002)
- There is a slight – but utterly important – difference between the oenotourist and a simple visitor. (Mitchellm 2006.)
- An oenotourist loves living the experience connected to the land where wines are produced. Wine is a central element connected to several other aspects that mark the difference between a real oenotourist and a regular wine