75% of Young Tourists Use AI to Plan Food and Wine Trips, Italian Report Finds

Artificial intelligence is changing the way people plan and experience food and wine tourism, especially among younger travelers. According to the “Italian Food and Wine Tourism Report” 2025, created by Roberta Garibaldi, president of the Italian Association Food and Wine Tourism (Aite), 75% of tourists aged 25 to 34 use AI for ideas and inspiration when planning their trips. The report, which examines trends and future scenarios for the sector, shows that AI is now a key tool not only for industry professionals but also for travelers who want to create personalized experiences.

The report highlights that AI is most commonly used to translate menus and content, with 69% of tourists relying on it for this purpose. Among those aged 25 to 34, this figure rises to 77%. AI is also used by 60% of travelers to find ideas and inspiration, and by 58% to search for and compare destinations and accommodations. These numbers are even higher among younger adults, showing a clear generational shift in how technology is integrated into travel planning.

Internationally, the United States leads in using AI as a source of inspiration for food and wine tourism, with 21% of travelers turning to these tools. France follows at 18%, Germany at 16%, while the UK, Austria, and Switzerland show more cautious adoption rates at around 13%. When it comes to trusting AI for choosing destinations, Americans again lead at 15%, but trust levels are lower in Austria and Switzerland at 10%. Across all markets studied, travelers use AI more for inspiration than as a reliable decision-making tool. Most still consider advice from friends and family as the most trustworthy source, with reliability ratings between 38% and 50%.

The report notes that perceptions of risk associated with AI are decreasing. Compared to last year’s findings, fewer people now see AI as “more risky than beneficial,” especially among younger generations. Only 29% of those aged 18 to 24 believe risks outweigh benefits, while caution remains higher among those aged 35 to 44 at 49%. This shift suggests growing familiarity with digital tools and a greater sense of security as people use them more often.

Travelers expect several things from AI-based services: ease of use (60%), privacy protection (55%, rising to 71% among those aged 18 to 24), and accurate information (49%). The most desired future applications include automatic translation of menus and descriptions (46%) and personalized itineraries (36%). Young adults and experienced travelers particularly value advanced recommendations on food, wine, and beer. There is also increasing interest in sustainable travel options, with about a third of respondents seeking low-impact routes and experiences.

Despite the growing use of AI, trust remains limited. Only 6% of respondents express full trust in algorithms. However, this number increases among high-income users and experienced travelers, indicating that positive experiences can build confidence over time. Many users remain aware of AI’s limitations—such as occasional inaccuracies or lack of transparency—and prefer to cross-check information with traditional sources.

Roberta Garibaldi explains that AI in food and wine tourism has entered a phase of conscious adoption. Implementation is rising while fear declines. Demand is shifting toward services that provide information, inspiration, and cultural enrichment. She points out three main trends: increasing demand for personalized experiences if they are transparent; current use focused on inspiration rather than on-site assistance; and the importance of building trust through relevance and experiential value.

Looking ahead, the next stage will involve integrating AI fully into booking systems and intelligent agents that can offer more personalized on-site experiences. The quality of information provided by businesses will be crucial, especially regarding sustainability, local authenticity, and transparency. Garibaldi emphasizes that Italian destinations must invest in high-quality digital content so that AI tools can easily access it. This will help them stay competitive in international markets where digital inspiration is becoming central to travel planning.

The findings suggest that while AI is already shaping how people discover food and wine destinations, its role will continue to grow as technology becomes more integrated into every stage of the travel experience. For now, travelers appreciate the convenience and personalization offered by AI but remain cautious about relying on it completely without verifying information through other trusted sources.