The importance of Food and Wine Tourism

The idea that exceptional food can stand alongside monuments, museums, climate, and nightlife as a top travel attraction is now an undeniable reality. Food and wine tourism, in fact, is based precisely on this idea: food is not just nourishment but a unique cultural experience that enriches any journey.

Every kind of traveler—solo adventurers, couples, thrill-seekers, or laid-back explorers—eats. Few things are as simple and universal as food, which, with the first bite, can capture the essence and uniqueness of a destination.

Food and wine tourism includes the active pursuit of unique and memorable taste experiences, as well as agritourism adventures that connect what is grown and produced in an area to what is prepared and savored by locals at the table. It’s no coincidence that the United Nations recognizes food as an “intangible cultural heritage”, and the culinary landscape of a destination significantly enhances its appeal and competitiveness among travelers.

Good food connects people to one another and to nature, linking them to their heritage, whether in their hometown or a travel destination. It is a dynamic and diverse channel for sharing stories, creating relationships, and building communities. By combining local food and beverages with travel, food and wine tourism offers both locals and visitors an authentic taste of the place, while also contributing to sustainable growth and local development.

As you might guess, the trips I love most are those where local cultural and culinary experiences are equally significant. I’m always on the hunt for beautiful places to visit and delicious flavors to savor.

The Food and Wine Tourist Within Us All

The profile of the modern traveler has evolved significantly. Today’s traveler is not only more knowledgeable but also more attentive when planning itineraries, giving special consideration to the culinary offerings of their chosen destination.

Italy has always stood out in the global culinary scene, boasting an impressive 176 gastronomic products with EU-recognized designations of origin, over 4,300 traditional specialties cataloged by regions, and 477 DOC wines. We can confidently say that Italy is the ideal country for food and wine tourism, whose popularity continues to grow, making our country the dream destination for food lovers worldwide.

Today, we value traveling well, seek new experiences, aspire to embrace a healthy lifestyle, and aim to immerse ourselves in authentic local culture when we travel.

Food and Wine Tourism Post-Pandemic

In the past year, traveling within Italy has been an excellent and rewarding choice, allowing us to rediscover our country from fresh perspectives.

The pandemic has reshaped the tourism landscape, increasing demand for outdoor activities and leading travelers to prefer accommodations like agritourism stays or countryside relais, as well as innovative solutions like treehouses, eco-sustainable glamping, and lodgings with their own gastronomic production.

Food and wine tours enable the discovery of lesser-known locations, often untouched by mass tourism—a factor that has become increasingly important for many travelers in the post-pandemic era. Offering local culinary experiences is proving to be crucial, especially when visitors are actively involved in production activities, participating in the daily operations of farms.

Proximity tourism, such as day trips to places within one’s region, has also helped highlight hidden gems close to home. These destinations offer open spaces, nature trails, cultural and gastronomic experiences, such as cooking classes, vineyard tours, wine tastings, brewery visits, trips to prosciutto makers or vinegar factories, and explorations of artisanal producers of local specialties—combining physical and culinary well-being.

Sustainable Food and Wine Tourism

Food and wine tourism can play a significant role in preserving local heritage by leveraging existing tourism resources and driving innovation. By increasing demand for local food and beverages, food and wine tourism contributes to the long-term sustainability of agriculture, food systems, communities, and indigenous cultures. Moreover, this type of tourism fosters knowledge, communication, and dialogue.

These experiences also inspire practices that extend beyond their immediate context, providing travelers with tools for sustainable consumption that they can bring back home.

In recent years, food and wine tourism has gained popularity at an accelerated pace, placing cuisine at center stage as the primary—and sometimes sole—reason many travelers choose their destination.

Additionally, it supports small local businesses, raising community awareness and preserving local culinary traditions. Consequently, it attracts more sustainable, respectful, and informed travelers.