Food and wine tourism has long been one of Italy’s greatest attractions, offering international visitors a chance to discover the country’s gastronomic excellence at its source.
Whether in small villages or renowned culinary regions, tasting food and wine where they are produced provides a unique connection between traveler and territory.
According to previews of the 2025 Report on Italian Food and Wine Tourism by Roberta Garibaldi, president of the Italian Association of Food and Wine Tourism (AITE), foreign tourists are showing a growing preference for smaller, family-run businesses. These enterprises offer authenticity and personal interaction, as the owner—often directly involved in production—guarantees quality with their name and presence.
Italy’s Wine Landscape: A Family Affair
The Italian wine industry is a perfect example of this trend. With over 240,000 farms cultivating vineyards and 30,000 wineries, Italy’s wine sector is overwhelmingly made up of small and medium-sized family businesses. Industrial-scale wineries are rare, with only 1,883 recorded in the 2025 Ismea report L’Italia del Vino.
For international visitors, especially from the United States, the United Kingdom, and Germany—three of Italy’s strongest tourism markets—wineries remain the most popular destination within food and wine tourism. Past visitor data shows that 22% of American tourists, 18% of British tourists, and 17% of German tourists had visited wineries during previous trips to Italy. Looking ahead, interest is set to rise: 78% of US tourists, 74% of British tourists, and 61% of German tourists plan to visit wineries on future trips.
When ranked against other culinary attractions, wineries are the clear leaders, surpassing olive oil mills and dairies.
The Power of Family-Owned Wineries
Among winery experiences, family-run estates hold a special place. American visitors are particularly drawn to them, with 68% expressing interest, compared to 57% of British and 49% of German respondents.
Generational analysis reveals further insights:
- American Gen Z (1997–2012): the most enthusiastic group, with 82% interested in family-run wineries.
- British Millennials (1981–1996): the most engaged among UK visitors, reaching 78%.
- German Gen X (1965–1980): the age group most inclined to choose family wineries.
These figures underline a cultural and generational shift in how tourists connect with Italy’s wine heritage.
Beyond Tradition: The Need for Digital Investment
“Entering a family-run winery is one of the most popular food and wine experiences among international tourists,” notes Roberta Garibaldi. “What’s truly exciting is being welcomed directly by the owners. But this added value, ensured by authenticity, must be accompanied by investments in digital communication, multi-channel promotion, and artificial intelligence to secure online visibility.”
To remain competitive, small wineries must extend their presence beyond traditional tour operator packages. This requires embracing digital strategies and considering new professional roles outlined in the White Paper on Food and Wine Tourism Professions.
Conclusion
The 2025 Report on Italian Food and Wine Tourism confirms that family-run wineries are not just a niche attraction—they are becoming central to Italy’s food and wine identity for global travelers. For US, UK, and German tourists alike, these businesses symbolize authenticity, cultural immersion, and human connection. As demand rises, the challenge for Italy’s small wineries will be to pair their traditional values with modern visibility, ensuring they remain at the heart of Italy’s tourism experience.
Source: WineNews