Italian Wine Tourism: Record Profitability in a Sector Under Pressure

Italian Wine Tourism: Record Profitability in a Sector Under Pressure

Italian wine tourism is enjoying one of its finest periods, and the figures make a compelling case. According to the Report Wine Suite 2026, whose findings are set to be officially presented at Vinitaly Tourism (Verona, 12–15 April), wineries with a consolidated tourist offer have seen average annual visitor numbers rise by 16.8%, whilst direct sales revenue has climbed by 21.4%. What is particularly striking about these figures is the gap between the two: sales are growing faster than visits, suggesting that wineries are becoming considerably more effective at converting visitors into buyers.

According to data from the Divinea platform, nearly three in four people who book an activity at a winery end up purchasing at least one bottle, confirming that the winery itself remains the most effective setting for direct consumer sales. This direct relationship with the end customer is especially valuable for smaller producers, who can thereby sidestep the conventional distribution chain altogether.

The average spend per wine tourism booking reached €39.4 per person in 2025, with a compound annual growth rate of 11% over the past four years. A sustained pace of expansion that stands in sharp contrast to the broader market: global wine production hit its lowest point since 1961 in 2024, at 225.8 million hectolitres, battered by droughts, late frosts and heavy rainfall in key growing regions.

Against that difficult backdrop, wine tourism has emerged as something of a lifeline. More than 60% of wineries surveyed in an international study acknowledge that wine tourism provides a useful buffer during downturns, diversifying income streams, deepening the bond with the consumer, and opening the door to premium or limited-edition releases that rarely make it onto supermarket shelves.

The quality of the Italian offer is also evolving. Although classic tastings remain the dominant format — accounting for over 70% of all experiences on offer — more imaginative alternatives are steadily gaining ground: vineyard picnics, specially curated food and wine pairings, and bespoke experiences tailored to small groups. The most forward-thinking wineries have also embraced digital tools — online booking systems, personalised experiences, and an active social media presence — enabling them to adapt their offer to the profile of each type of visitor.

The event at which these figures will be formally presented, Vinitaly Tourism, aims to become an operational platform connecting Italy’s wine tourism offer with international demand, welcoming buyers from the United States, Brazil, the United Kingdom, Singapore and Thailand, amongst other countries.