While in general in the post-Covid tourism sector the first signs of decline are evident, particularly among Italian tourists, there is one specific category that continues to grow and does so in double digits: it is food and wine tourism. Highlighting this is the “Italian Food and Wine Tourism Report.” This new edition, the seventh in the Report's history, was edited as usual by Roberta Garibaldi.

Data from the Report certify that the link between Italians and travel in search of food, wine, oil and all the other typical food and wine products of the Italian territory has been further consolidated. In fact, 70% of respondents say they have taken at least one vacation in the past three years with this primary motivation: responses show a +12% over 2023 and +49% over 2016.

And while generalist domestic tourism marked a decline during the last summer season, food and wine tourism did not disappoint, on the contrary: there is a large pool of demand, estimated at 14.5 million potential taste tourists, who mostly opt for domestic destinations (64%). The favorite destination among Italians, both for past (39.3%) and future trips (33.9%), is Tuscany; next are Emilia Romagna and Puglia, which reverse in order if we consider travel intentions.

As in past semesters, food and wine are confirmed among the most desired experiences for European tourists as well: 15.3% of the Old Continent's population (about 20.6 million potential tourists) plan to tackle them on trips planned for this winter season, regardless of the type of trip (beach, city break, cultural and outdoor). And interest in food-themed destinations and attractions in long-haul markets is also high: in particular, Far East destinations (Japan, South Korea, China) and Brazil stand out.

Today's tourists look for a multiplicity of aspects in food and wine when traveling; they are united by motivations and interests that transcend traditional profiles.

Five new food and wine tribes emerge from the Report:

• The Researchers (42.1%), who travel to try new food and wine experiences, connect with the local community and immerse themselves in the culture of the destination visited.
• The Revelers (23%), tourists who approach food and wine with a certain “lightness,” seen as an “excuse” to get together and have fun.
• The Intellectuals (19%), whose motto is “traveling to enrich one's cultural background.”
• The Children of Flowers (11.5%), who see food and wine travel as an opportunity to think about their mental and physical well-being and to love themselves.
• The Hedonists (4.3%), who decide to take a food and wine trip to treat themselves to a luxury.

Wine (with 38.1% of preferences) is considered the most representative product of Italy in the agri-food sector. It is followed in the national collective imagination of the food and wine icons of the Belpaese by extra virgin olive oil (24%), pizza (22%), pasta (15%) and cheese (11%). This richness is combined with the widespread perception of a unique, genuine heritage, spread over the entire territory and of quality.

The 2024 Report mapped the most popular regional cuisines. In Italy, Tuscan cuisine stands out (17.3% of restaurants on the platform), followed by Piedmontese and Sicilian cuisine. Abroad, the strength of Campanian/Napolitan cuisine emerges.

How much is food and wine tourism worth? For the first time, the Report provides an answer thanks to the collaboration with Economics Living Lab, a spin-off of the University of Verona. The economic and social impact is significant, contributing more than 40 billion euros to the Italian economy in 2023 - of which 9.2 direct, 17.2 indirect and 13.7 induced - with a benefit/cost ratio of 6.9, confirming its importance to the Italian economy, with strong growth potential and a non-secondary role in employment and income distribution.

To fully explode the potential of food and wine tourism, the 2024 Report concludes with a propositional part, the most substantial and comprehensive in the now seven-year history of the study conceived by Roberta Garibaldi.

Ten actions are proposed:

• Enable agricultural and productive enterprises to engage in tourism activities across the board without regulatory constraints.
• Facilitate hiring as well as the possibility of flexible collaborations with specialized professional figures, available on call, to support businesses in tourism management and in the creation of experiences and network pathways.
• Create national food museums, dedicated to Italian excellence such as wine, oil and pizza.
• Improve accessibility and connections to rural and inland areas, with innovative and sustainable solutions that provide ad hoc formulas for inland and rural destinations with no public transportation and cabs.
• Introduce food education in school courses, to spread culture on food and wine heritage, to give guidance on healthy eating principles.
• Support pathways to train professionals capable of networking producers, creating and guiding tourist routes and supporting businesses in marketing experiences.
• Encourage the digitization of experiences and the adoption of artificial intelligence for tourism management, ensuring support for small producers to overcome any technological gaps.
• Innovate governance, which today is too fragmented: create an inclusive entity to jointly define promotion strategies and actions among the different actors involved (councils, Chambers of Commerce, DMOs, wine routes, producer consortia, food districts).
• Develop a national website dedicated to food and wine tourism and create an international press office dedicated to Italian gastronomy.
• Strengthen Italy's presence in international event circuits, such as the 50 Best Restaurants, and promote the organization of B2B fairs and salons dedicated to food and wine tourism.

“These actions,” concludes Roberta Garibaldi, “represent the pillars to transform food and wine tourism into a sustainable growth driver, capable of enhancing territorial identities, promoting innovation and ensuring economic, social and environmental benefits. The success of these initiatives will require close collaboration between institutions, operators and local communities, placing Italian food and wine tourism as a model of excellence at the international level.”