Wine Tourism is an increasingly established trend and is certainly going to last for a long time, thanks to the opportunity to combine one’s passion for wine with a journey through the culture and traditions of the visited territory.

Summer 2023: Wine Tourism Boom

According to the research conducted by Cna Turismo e Commercio, the upcoming summer will bring 10 million wine tourists to Italy, including 3 million foreigners, generating an estimated turnover of around 2.5 billion euros. Our country boasts an unparalleled wealth, with its 526 certified wines.

Wine Tourism in Lombardy

According to the research, wine tourism in Lombardy is expected to experience a high growth rate in the coming years. It is predicted that only in 2023, more than 1.7 million tourists will visit or arrive in Lombardy to explore the wineries in the region, generating an economic flow of approximately 88 million euros.

Wine Numbers in Lombardy

In Lombardy, wine represents a highly valuable cultural and gastronomic heritage. The region boasts 5 DOCG (Denomination of Controlled and Guaranteed Origin), 21 DOC (Denomination of Controlled Origin), and 15 IGT (Typical Geographical Indication) wines, cultivated on an area of 30,000 hectares, producing approximately 1.4 million hectoliters of wine each year.

Wine tourism as an experiential journey

Wine tourism as an experiential journey is thriving in our country. This type of tourism is driven by a deep appreciation for wine, but it goes beyond that. Travelers seek a unique and immersive experience, exploring new outdoor activities, connecting with nature, and engaging with local communities. They value the opportunity to combine various activities and interests into a single trip, creating a rich and memorable experience.

From this perspective, wine tourism indeed offers this and much more. It includes cellar tours to witness the wine production process, participation in grape harvests, tastings of different grape varieties, and the opportunity to learn about winemaking techniques, as well as the chance to participate in wine-related events, festivals and fairs that showcase the essence of the area’s culture.

Wine tourism as an opportunity for development and economic growth

Wine tourism also involves travel agencies, accommodations, restaurants, and businesses in the region, which is why it represents an opportunity for development and economic growth not only for wineries, but for the entire tourism sector in the area.

The synergy between artistic and cultural heritage, excellent craftsmanship and wine exerts an enormous attraction for travelers and to all intents and purposes it represents the new challenge for our country.