Italy records 33 million agritourism travelers in 2026

Italy has recorded 33 million agritourism travelers since the start of 2026, with demand driven by visitors looking to combine nature, local culture and food and wine experiences, according to a new tourism report presented in Rimini.

The findings, released by Isnart, the tourism research institute of Unioncamere, show that 18.5 million of those travelers were foreign visitors, a figure up 3% from 2025. The report was presented in recent days at the Agriturist Forum in Rimini, where industry representatives and farm groups reviewed the state of the sector and the role it is playing in Italy’s rural economy.

Italy has more than 25,000 active agritourism properties, and the report says those businesses continue to benefit from their location near a mix of natural areas, historic towns, archaeological sites and food production centers. That combination is attracting travelers who want more than a standard hotel stay and are using the countryside as a base for broader cultural and culinary trips.

The data show that 62% of agritourism guests are mainly looking for historic town centers to visit. Another 12% are seeking natural parks and protected areas, while 11% choose destinations for artisan workshops and traditional craft stores. A smaller but notable 8% say they want to visit wineries, olive mills and organized wine and olive oil routes, reflecting the continued growth of food and beverage tourism in rural Italy.

The report points to a sector that is expanding beyond lodging and positioning itself as part of a larger visitor economy tied to local identity and agricultural production. For many travelers, agritourism is not only about staying in the countryside, but about access to landscapes, farm products, village life and regional traditions. That model has become especially important in Italy, where many rural businesses are trying to diversify income and reduce dependence on agricultural production alone.

Industry figures presented in Rimini also suggest that demand is likely to remain strong through the end of the year. According to the report, by early September agritourism operators had already reached average booking levels of 35% for November and December. That early reservation pace is being read by sector officials as a sign of steady consumer interest outside the traditional summer peak.

At the forum, Confagricoltura used the occasion to frame agritourism as one of the main diversification tools available to farms and livestock businesses. The farm association said tourist hospitality is becoming one of the most important channels for agricultural companies that want to widen their business model and create new revenue streams tied to their land, facilities and products.

That shift is taking place at a difficult moment for the primary sector. Confagricoltura said farms are operating under pressure from climate-related damage to production, geopolitical instability, rising operating costs, weaker household purchasing power and uncertainty in international trade. Those pressures have pushed more businesses to look at multi-function operations, including hospitality, direct sales and visitor experiences, as part of their long-term strategy.

Roberto Caponi, director general of Confagricoltura, described the situation as a “polycrisis,” arguing that agricultural businesses need new strategies not only for production but also for how they market and sell what they produce. He said farms need support to meet those challenges through staff training and tools that can better match labor supply with labor demand. In that context, he pointed to ConfagriJob, a platform developed by Confagricoltura with Indeed and Umana to help agricultural employers recruit workers.

The labor issue has become increasingly important for agritourism operators, many of whom need staff with a mix of hospitality, language and food service skills while also maintaining ties to agricultural work on the farm. Rural businesses often face the added challenge of hiring in less populated areas, where seasonal and specialized labor can be harder to find. Industry groups say that if agritourism is to keep growing, staffing and training will be as important as marketing and infrastructure.

Agriturist President Augusto Congionti said agricultural and livestock businesses are the central actors in the agritourism sector because of both their production and their facilities. He said agritourism operations need to strike the right balance between past and future, preserving identity and tradition while also embracing innovation.

That message reflects a broader debate inside the sector over how to grow without losing the characteristics that made agritourism attractive in the first place. Operators are trying to respond to stronger demand for experiences linked to local food, wine, olive oil and village life, while also dealing with changes in guest expectations, digital booking systems and staffing needs. In many areas, agritourism properties have become a point of connection between farming and tourism, offering accommodation while directing visitors toward wineries, mills, historic centers and protected landscapes nearby.

The 8% share of travelers specifically seeking wineries, olive mills and wine or oil routes is smaller than the share focused on historic sites, but it is still significant for producers and local tourism boards. Wine and olive oil tourism has become an increasingly visible part of Italy’s rural offer, especially in regions where farm stays can be linked to cellar visits, tastings and guided routes through production areas. For local economies, that kind of visitor spending can extend beyond accommodation to restaurants, food purchases, transportation and cultural attractions.

The report’s numbers suggest that agritourism in Italy is continuing to evolve as both a tourism product and an economic support system for farms. With millions of travelers already choosing rural stays in 2026 and foreign demand still rising, the sector is gaining weight at a time when agriculture is under pressure and many businesses are looking for ways to spread risk across more than one activity. In that setting, agritourism is being treated not as a side business, but as a growing part of how many Italian farms plan their future.