The number of Italians seduced by food and wine tourism is growing

This was revealed by the fourth edition of the “Report on Italian food and wine tourism 2021” edited by Roberta Garibaldi, president of the sector association

If tourism is one of the sectors that has suffered most from the pandemic crisis, the food and wine sector has managed to withstand the impact of Covid 19 . Indeed, his is a constant growth for several years now. In addition, the health emergency has disadvantaged food and wine trips abroad, favoring those in Italy, with Sicily , Emilia-Romagna , Campania , Puglia and Tuscany among the favorite destinations.

This is what the fourth edition of the Report on Italian food and wine tourism 2021 reveals , edited by Roberta Garibaldi , professor of tourism management and president of the Italian food and wine tourism association who analyzed the data of a survey carried out in March on a sample of a thousand people who in the last two years they have taken at least one vacation with an overnight stay. “If in 2016 – explains Garibaldi – only 21% of the interviewees had done at least one trip of this type, in 2018 the share was 30% and in 2019 45%, while last year it reached 55%”.

Of course, in 2020 the number of experiences made by Italians dropped on average by 27% compared to 2019. And spending power also dropped : one in three respondents said they had allocated a lower budget than in 2019. But it has spread the culture of the holiday dedicated to local products. In the same choice of hotels, 80% of the interviewees expect a breakfast based on local products. “In short, food and wine tourism in Italy has enormous margins for growth – highlights the undersecretary for agricultural and food policies Gian Marco Centinaio – and the excellence of Made in Italy they can become a driving force for the entire sector “.

More and more food and wine tourists are discovering the hinterland starting from the sea, their favorite destination. The seaside resorts that attract half of the food and wine tourists (53%), in front of the cities of art and mountain destinations . The desire to live in the open air pushes tourists to search for accommodation such as farmhouses (86%) and country relais (59%), and then here are the food-wine themed hotels (56%), the so-called glamping , campsites with all the comforts of a hotel (29%) and tree houses (32%).

In recent years, food and wine tourism has not only grown but has also changed. To traditional visits to the cellar, perceived as too similar to each other by 60% of food and wine tourists, experiences that involve in the activities of the agricultural community are preferred, such as, for example, participation in the grape harvest . The percentage of those who prefer to reach the company by bicycle doubles , while the percentage of those who would like to use the car drops by 9 points . The wellbeing trend is also in full development. 65% of food and wine tourists would be interested in attending courses and workshops in production companies with useful information on psychophysical well-being, 64% would like to practice outdoor sports such as yoga, forest bathing, trekking.

The ways to get to know the places to visit have also changed. Word of mouth continues to prevail among friends and acquaintances (55%), however social networks have an increasingly important weight with Instagram growing (+ 4%) compared to Facebook which continues to be the most used tool. Usually you book by phone (62%) or by email (46%), preferred methods to contact through institutional portals or travel agencies. The Digital has instead become the reference tool for the next step to the direct experience, from buying products with home delivery (affecting 70% of respondents) to thedigital tastings and the possibility of joining a wine club .