Lombardy Unveils Italy’s First National Digital Portal for Wine Tourism

Lombardy has launched Italy’s first national digital portal dedicated to wine tourism, aiming to connect wineries, territories, and travel itineraries across the country. The platform, italiancellardoor.wine, was presented at Palazzo Lombardia by regional agriculture and tourism officials Alessandro Beduschi and Debora Massari. Developed by Ascovilo, the association representing Lombardy’s wine consortia, the project seeks to capture a growing market that involved nearly 20 million people in Italy in 2025.

The initiative is not just about promotion but also about supporting the region’s economy. Lombardy’s DOP (Protected Designation of Origin) economy is valued at close to €3 billion. Beduschi emphasized that digitizing the wine tourism offer creates new income opportunities for agricultural businesses and supports generational renewal in rural areas. He noted that wine tourism helps distribute economic value throughout internal regions and reduces the impact of seasonality on local economies.

Massari highlighted the portal’s potential to make Lombardy more attractive to international visitors. She said the platform will guide travelers through experiences that combine hospitality, culture, and landscape, positioning wine as a driver of sustainable development.

The portal was developed following a detailed analysis of international demand. According to Roberta Garibaldi, a leading expert in food and wine tourism, more than 55% of tourists from Germany, the UK, France, and the United States are interested in visiting Italian wineries. The new platform focuses on multi-level accessibility, addressing not only physical barriers but also catering to “silver” tourists over 65 years old, families with children, dietary needs, and pet-friendly solutions. Garibaldi stressed that investing in accessibility improves the overall quality of the tourism offer.

Wine tourism continues to be a high-value sector. Data from SRM (Intesa Sanpaolo Group) show that each wine-related visitor generates €151.7 in added value for local communities—higher than the national average and well above figures for beach tourism. Visits to wineries stimulate related sectors such as restaurants, local commerce, crafts, and services.

Giovanna Prandini, president of Ascovilo, stated that one goal is to inspire younger generations to become passionate about agriculture by making these activities economically viable. The portal will initially feature Lombardy’s consortia but plans to expand nationwide. It will operate as an active editorial hub for reporting events, tastings, and immersive vineyard experiences throughout Italy.