Nearly half of surveyed Americans want an Italy trip that includes wine tourism

American travelers considering Italy are looking for a mix of authentic food and wine experiences, historic cities and vineyard landscapes, according to a new report released ahead of Vinitaly.USA 2026 in New York. The study found that 79% of surveyed Americans see Italy as a destination able to offer authentic food and wine experiences, while 47% said a trip to Italy that includes at least one wine tourism activity would be desirable in the next 24 months.

The report, “The U.S. Market and Wine Tourism,” was prepared by Aite, the Italian Association for Food and Wine Tourism, for Vinitaly Tourism and Vinitaly.USA 2026, which is set for Oct. 26 and 27 in New York. The research examines travel behavior, expectations and interest among U.S. travelers in wine-related experiences in Italy. Its central finding is that wine is rarely viewed as a stand-alone activity. For many American visitors, it is tied to place, culture, scenery and local identity.

Sicily and Tuscany emerged as the regions most often considered for an Italy trip, with 82% and 81% of respondents naming them. Piedmont followed at 56%. The report says that interest is also strong in specific subregional destinations and wine areas. The Amalfi Coast was cited by 67% of potential wine travelers, followed by the Prosecco area at 60%, Chianti at 59%, Etna at 58%, Montalcino at 56%, Cinque Terre and Montepulciano at 55%, Franciacorta at 54%, Langhe and Barolo at 53%, and Valpolicella at 52%.

The findings show that wine tourism is already familiar to a large share of the U.S. market. In the past three years, 60% of respondents said they had taken part in at least one wine-related activity. Among them, 39% had done so only in the United States, 16% had done so both in the United States and abroad, and 6% had done so only abroad. The data suggests that many U.S. travelers already understand the wine tourism product, but that there is still room for international growth.

Among respondents who had already taken part in at least one wine tourism experience, 42% said wine was the main reason for the trip, and 38% said it was one of the main reasons. That points to a traveler who may be interested in wine itself, but who also uses wine as a way to understand a destination more broadly. The report says this is one of Italy’s strengths, because the country can combine winery visits with regional food, historic settings and local communities.

Italy’s image among the surveyed Americans was broadly positive across several categories. Beyond the 79% who linked the country to authentic food and wine, 73% said Italy offers unique vineyard landscapes, excellent wines and wine attractions that can provide cultural enrichment. Another 67% said they value the chance to meet local people and learn the story of wineries and their wines. At the same time, 71% associated Italy with high-end or luxury wine experiences.

The appeal of culture was nearly as strong as the appeal of wine. The report found that 66% of respondents believe combining wine experiences with visits to historic cities and cultural sites makes Italy more attractive as a destination. Another 65% said it is important to experience vineyard landscapes and the Italian countryside. Among 474 respondents who did not rule out a wine-related trip to Italy in the next 24 months, including those who were undecided, 54% said they would choose a trip that combines city visits with wine excursions and experiences, while 37% said they would prefer a trip focused mainly on wine regions.

Food and social experiences were also important, though not dominant. When asked about their ideal experiences in Italy, 39% said they would like to have lunch or dinner at a winery restaurant. Another 36% said they would want a candlelit dinner among the vineyards. Sunset tastings and tastings paired with local food products each drew 33%. The report says these preferences show demand for experiences that join wine, food, scenery and social interaction rather than simple tastings alone.

Travel planning and booking channels were another major theme. More than half of respondents, 55%, said it is important to be able to book winery visits and experiences online. For future travel in Italy, 49% said they would use online experience-booking platforms such as Viator or GetYourGuide before departure, and 43% said they would use them during the trip. At the same time, traditional intermediaries still play a large role. Some 62% said they would rely on travel agencies and tour operators to book wine tourism experiences before leaving home.

The survey also found a strong preference for structured itineraries. A fully organized package was the top choice for 43% of respondents. Another 41% said they would prefer a partially organized trip in which at least some services are booked in advance. Only 16% said they would plan the trip entirely on their own. In terms of transportation, 42% favored a rental car for reaching and moving through Italy’s food and wine regions, while 25% preferred a car or minibus with a driver. The report says that accessibility and transportation links remain central issues for rural destinations.

Roberta Garibaldi, president of Aite and a professor at the University of Bergamo, said the research points to a U.S. traveler who is strongly interested in Italy but whose motivations are varied. In comments released with the report, she said the market includes both experienced wine lovers and travelers for whom wine is mainly a way to discover a territory, its food, landscapes, culture and people. She also said that even as wine consumption patterns are changing in the United States, interest in wine places, wine cultures and travel experiences remains significant.

The report places the Italian findings in a broader U.S. context through contributions from two American scholars, Angelo A. Camillo of Sonoma State University and Matthew J. Stone of California State University, Chico. Stone’s analysis found that 58% of U.S. travelers now say they drink local wines on at least half of their trips, up from 52% in 2020. The report presents that shift as a sign that wine continues to matter in travel, even as everyday consumption habits change.

Camillo’s contribution looks at California, long seen as a leading U.S. wine tourism market, and describes the current period as a structural reset in the wine economy and hospitality model. The report points in particular to Napa Valley, where it says hotel occupancy from January through August 2025 was 10% below 2019 levels, even though it was higher than in 2024. Stone also cited average tasting fees that show how expensive the experience has become in some U.S. wine destinations: $79 for standard tastings and $125 for reserve tastings in Napa, compared with $47 and $95 in Sonoma. The report says those figures highlight not only pressure on wine consumption, but also questions about affordability, pricing and the broader visitor experience.

It also notes that U.S. wine tourism offerings are changing. Winery visits are increasingly being combined with food, outdoor activities, cultural events, wellness and nature-based experiences. The study says operators are paying more attention to different price levels and to the needs of travel companions who drink little or no alcohol. It also points to changes in wine clubs and direct-to-consumer sales, where the winery visit is being treated less as a one-time stop and more as the start of a longer relationship that can continue through purchases, communication and memberships.