Wine tourism: summer itineraries between shore and cellar
The 2026 report “Italians and wine tourism experiences” shows wine tourism firmly embedded in summer travel: an estimated 18 million Italians are interested, 4.5 million more than in 2024. Coastal areas such as Cinque Terre and Salento rank among top desired destinations, highlighting a trend that connects sea, landscape and food-based offers.
Key factors when choosing a wine destination are:
value for money (76%);
beauty of the rural landscape (75%);
geographic proximity (65%).
For single wineries, landscape leads (73%), followed by value for money (72%) and proximity (63%); wine reputation scores 60%.
On-site experiences have grown notably: 64% of wine tourists took part in tastings (up from 49% in 2024) and winery visits rose to 46% (from 32%). Dining in winery restaurants, sunset tastings and candlelit dinners among the vines are expanding the visitor experience.
Constraints remain: harvest-participation tourism is limited (only 9% have joined a harvest day) and price sensitivity is strong (72% would not pay more than €40).
Demand is increasingly last-minute: use of booking platforms during travel rose from 15% to 24% in one year, yet 42% still report difficulties booking online. Wineries should therefore prioritize digital availability, real-time booking and integrated food-and-wine offers.
Takeaways for operators and destinations:
Combine wine, landscape and gastronomy to extend visitor stays;
invest in online booking and last-minute availability;
design price-sensitive, well-communicated experiences to scale offers like harvest tourism.
Where it is
Location: Italia
Coordinates: 41.87194, 12.56738
