An overview of wine tourism in Italy

Since the 2000s, wine production has propelled the growth of rural tourism in grape‑growing areas, attracting the interest of scholars and practitioners. The debate first focused on defining the practice and then discussed the most recent trends, including sustainability, technological innovation, and immersive experiences. Italy has been at the forefront of the debate since it is a renowned wine‑producing country and wine tourism destination. This chapter focuses on the country and delves into the unique characteristics of some of the main trends influencing the wine tourism industry. Italy has a rich cultural and historical wine heritage and attractions (wineries, wine routes, and wine museums) that draw millions of travellers annually and generate significant economic benefits yearly. Recent changes in the industry have led to transformations in the wine tourism experience. Changes include the shift in travellers’ preferences from the product to the unique combination of tangible and intangible wine heritage (the “winescape”), the growing attention to sustainable practices and the emergence of new connections with outdoors, well‑being, culture and hospitality. The future of wine tourism hinges on strategic policies that foster collaboration, skill development, data‑driven insights, and digitalization, ensuring sustainable growth and enhanced competitiveness in the global market.