Enogastronomy, the New Travel Trend

Enogastronomic tourism is emerging as a key driver in the development of the tourism sector, integrating history, cultural roots, and traditions into experiences that increasingly attract more travelers. This trend was analyzed during the Bto (Be Travel Onlife) event, held at the Stazione Leopolda in Florence. The event, which combines tourism and technology, was organized by several institutions in Tuscany, including the Fondazione Sistema Toscana, Toscana Promozione Turistica, and PromoFirenze.

The event emphasized how enogastronomy has become a decisive factor for destination selection. According to data presented by the Politecnico di Milano, gastronomy is the main reason for travel among 14% of American tourists. In Europe, the percentages are lower, with 10% in Italy, 9% in Switzerland, and 6% in Germany. This information, provided by the Langhe Monferrato Roero Tourism Authority, was accompanied by an analysis of the use of generative artificial intelligence tools in travel planning. In this area, the United States leads with 38% of users adopting such technologies, followed by Switzerland (23%), Germany (17%), and Italy (15%).

A central theme of the event was travelers' increasing demand for authenticity and tradition. This trend directly impacts strategies combining wine, gastronomy, and technology, with a particular focus on artificial intelligence. During a session titled "Artificial Intelligence in the World of Wine and Wine Tourism: What Future Scenarios?" experts discussed how these technologies can personalize tourist experiences, optimize processes in wineries, and support professionals such as sommeliers. The event also highlighted the "Aromi d'Italia" project, spearheaded by Italy's Ministry of Tourism and the Tuscany Region, which aims to promote regional products and gastronomy by identifying distinctive aromas associated with local cuisines, creating a sensory connection for visitors.

Simultaneously, discussions addressed the development of Italy's agritourism sector, with Annamaria Barrile, Director General of Confagricoltura, participating in a debate on the current state of enotourism hospitality. The conversation centered on factors limiting the sector's growth and opportunities to overcome these challenges.

The economic impact of tourism, as highlighted by data from PhoCusWright presented at the event, further underscores the sector's growth. In 2023, global travel bookings reached $722 billion, with annual growth projections ranging between 6% and 9%, potentially reaching $824 billion by 2026. This growth is closely linked to digitalization, with online bookings rising from 49% of the total in 2019 to an expected 65% by 2026. These figures underline the importance of integrating advanced technologies into the promotion and management of tourist destinations, solidifying enogastronomic tourism as a dynamic and ever-evolving segment.