Food and Wine Drive Up to 74% of International Visits to Italy, Report Finds

The latest report on food and wine tourism in Italy, presented by Roberta Garibaldi at the Bto-Be Travel Onlife event in Florence, shows a clear shift in how international travelers choose and experience Italian destinations. The 2025 edition of the report, which for the first time focuses on the perspectives of tourists from the United States, France, the United Kingdom, Switzerland, Austria, and Germany, highlights that food and wine are now the main reasons for visiting Italy for most foreign visitors. Only French tourists still prioritize historical monuments over culinary experiences.

According to the data collected through surveys and research in these key markets, between 60% and 74% of tourists have traveled for food and wine experiences in the past three years. This represents an increase of 15 to 28 percentage points since 2016. For Germans, Swiss, Austrians, and Americans, more than half associate Italy primarily with its food and wine. In contrast, 50% of French respondents still choose Italy for its historical sites.

The report also examines what motivates travelers when selecting a destination. The beauty of rural landscapes is a top factor for more than 80% of respondents across all countries surveyed, reaching 88% among French tourists. The presence of local restaurants is important for 81% of French travelers and 79% of Americans. The reputation of local food and wine products is another key driver, especially for French (67%) and German (52%) visitors. American tourists are particularly interested in themed experiences (69%) and gourmet restaurants (59%). For British and American travelers, trying new experiences is a major reason to travel (52%), while French visitors see food and wine tourism as an opportunity to indulge in luxury (36%). Germans and Swiss/Austrians are drawn to immersive rural experiences.

When it comes to preferred regions, Tuscany leads as the most attractive area for wine tourism among Americans, French, Swiss, and Austrians. Sicily follows closely behind for French and American visitors. Sardinia and Puglia are also popular among French tourists. Within Tuscany, Chianti stands out as a favorite among Americans (41%), while Etna in Sicily is highly rated by French travelers (40%). Other notable destinations include Montepulciano and Montalcino in Tuscany, Bolgheri for Swiss/Austrian tourists, the Cinque Terre region, and Emilia-Romagna’s Food Valley.

Spending habits reflect a willingness to invest in authentic experiences. Most travelers spend between 21 and 60 euros on a typical meal at a local restaurant. Wine tours with tastings usually cost between 21 and 40 euros per person. Visits to cheese producers or breweries are also popular options, with many spending under 20 euros on these activities.

The way travelers find inspiration for their trips is changing rapidly. Recommendations from friends and family remain influential—accounting for about 60% of decisions in Germany, the UK, and the US—but digital channels are gaining ground. Both French and American tourists increasingly rely on online sources, including social media platforms like TikTok and YouTube. The report notes that only a small percentage of Italian agricultural businesses have an active presence on these platforms, even though they play a significant role in shaping perceptions of Italian products among younger audiences worldwide.

Roberta Garibaldi emphasizes that traditional brochures and storytelling methods are no longer effective for reaching younger travelers. She calls for a more authentic digital presence that leverages visual content to engage audiences globally. This shift is seen as essential if Italy wants to maintain its competitive edge in food and wine tourism.

The report also looks ahead at future travel intentions. Over the next three years, between 55% (Germany) and 81% (Austria-Switzerland) of respondents say they are likely or very likely to visit Italy for food and wine experiences. Among those who say it is “very likely,” Austria-Switzerland leads with 50%, followed by France at 34%. Including food and wine activities in vacation packages is highly valued: 62% of Americans rate this aspect as very important.

Beyond wine tourism, there is growing interest in olive oil tourism (“oleoturismo”), with experiences such as dinners among olive groves appealing to more than half of respondents across all markets surveyed. Beer tourism is also emerging as an area with high potential.

Italy’s approach to promoting its food and wine heritage is evolving quickly as digital communication becomes central to attracting new generations of travelers. The findings suggest that integrating modern marketing strategies with traditional strengths could help Italian regions continue to thrive as leading destinations for culinary tourism worldwide.