Italian Wine Exports Hit €7.8 Billion in 2023 as Wine Tourism Surges 16%

The Italian wine industry remains a central pillar of the country’s economy, contributing 1.1% to the national GDP and providing employment for about 303,000 people. According to data from the National Union of Entrepreneurs and Farmers (UNSIC), annual production is valued at around 45.2 billion euros, with an added value of 17.4 billion euros. These figures highlight the sector’s importance not only for agriculture but also for Italy’s broader economic health.

A recent analysis by consulting firm Prometeia, presented at Vinitaly in Verona in 2024, shows that wine accounts for 58% of the trade balance in Italy’s agri-food sector. Without wine, more than half of this positive balance would be lost. The study also points out that every euro spent in the wine sector generates 2.4 euros in production and 0.9 euros in added value. For every 62,000 euros produced by the wine supply chain, one job is created.

Exports are a key part of this success. In 2022, Italian wine exports reached a record 8 billion euros, up 12% from the previous year. In 2023, exports dipped slightly by 0.8%, closing at 7.8 billion euros, but Italy maintained its position as a global leader according to data from the UIV-Ismea Observatory. In the first half of 2024, bottled wine exports reached 2.6 billion euros, representing 7.6% of total agri-food exports.

Wine tourism is another growing contributor to Italy’s economy. The Association of Wine Cities estimates that about 15 million people participate in wine-related travel each year, spending an average of 124 euros per day—13% more than the average tourist. In 2024, wine tourism generated an estimated value of 2.9 billion euros, a 16% increase over the previous year. Regions such as Barolo, Montalcino, and Etna see significant economic impact per bottle consumed locally: about 117 euros in Barolo, 109 euros in Montalcino, and 82 euros in Etna.

The demand for immersive experiences is rising among travelers who seek tastings, workshops, vineyard tours, and collaborations between wineries and local chefs. Direct bookings through winery websites now account for nearly 39% of revenue in this segment. The summer of 2024 was particularly strong for food and wine tourism, with Tuscany, Emilia Romagna, and Puglia leading as top destinations.

According to the Italian Food and Wine Tourism Report for 2024, Tuscany remains the most popular region for wine tourists: nearly 40% visited for food and wine reasons this year and about a third plan to return. Emilia Romagna and Puglia follow closely behind in both current visits and future interest. Sicily and Campania also attract significant numbers of visitors, while Veneto continues to draw tourists thanks to its renowned wines like Prosecco and Valpolicella reds.

Climate change poses a major challenge to Italian viticulture. Experts are exploring new grape varieties that can withstand changing conditions and adopting innovative cultivation techniques to optimize water use and improve soil health. Practices such as using organic fertilizers, cover crops, and reducing soil disturbance help maintain soil structure and moisture while supporting microbial biodiversity—key factors in plant resilience.

Soil vitality is increasingly recognized as essential for healthy vineyards. Cover crops help prevent erosion, improve soil structure and moisture retention, increase biodiversity, compete with weeds naturally, enhance nutrient cycling by fixing atmospheric nitrogen, and stabilize soil temperature.

Water management is another focus area as droughts become more frequent. Techniques like drip irrigation and soil moisture monitoring are being implemented to ensure vines receive adequate water during dry periods.

The climate crisis has already affected production volumes. Early autumn estimates from Ismea, Uiv, and Assoenologi indicate that Italy will produce about 41 million hectoliters of wine in 2024—a figure up by 7% from last year but still below the five-year average of 47 million hectoliters.

Some regions are moving vineyards to higher altitudes to adapt to rising temperatures but must carefully select grape varieties suited to new environments. The industry faces significant risks from global warming but is responding with innovation and sustainability efforts aimed at preserving both quality and economic viability.

As Italy navigates these challenges, its wine sector continues to play a vital role not only in agriculture but also in tourism and export markets—demonstrating resilience amid changing conditions at home and abroad.