Wine Tourism Drives Up to 60% of Profits for Nearly One in Five Italian Wineries

Wine tourism in Italy is becoming a key source of revenue for wineries, according to a recent report by Roberta Garibaldi titled “When Wine Meets Tourism: Numbers and Models of Italian Wineries.” The study shows that for nearly one in five wineries, wine tourism generates up to 60% of total profits. About half of the businesses surveyed report that wine tourism contributes up to 30% of their earnings. None of the wineries analyzed reported losses from these activities.

The report highlights that wine tourism has become a structural part of the business model for Italian wineries, especially as global wine consumption declines and interest in local experiences grows. Globally, the wine tourism sector is valued at $46.5 billion, with Europe accounting for 51% of the market and an expected annual growth rate of 12.9%. In 2023, worldwide wine consumption dropped to its lowest level since 1961.

In this context, the report identifies wine tourism as a tool that can drive spending in local areas, strengthen direct sales for wineries, and expand customer knowledge through data collected during visits. The survey focused on businesses engaged in wine tourism activities, selected based on industry codes related to grape cultivation, wine production, and farm-based accommodations.

Most Italian wineries manage their wine tourism operations directly. In two out of three cases, owners oversee these activities themselves. Only a minority have dedicated staff or departments for tourism, though larger companies tend to have more organized internal teams. About 83% of the businesses employ fewer than 10 people, often on a seasonal basis.

The range of offerings includes tours, tastings, and courses, along with more structured services. Agritourism activities are also common: 36% offer dining services, 30% provide lodging, and 22% host events. Nearly 90% of wineries offer guided tours both inside the winery and among the vineyards—a feature that sets Italy apart internationally. Most experiences last between one and two hours, with prices typically ranging from €36 to €50.

Wineries are open to visitors on weekdays in 91% of cases and on weekends in 78%. During national holidays, this figure drops to 39%. Central Italy shows more consistent year-round activity compared to southern regions and islands, where operations are less regular.

Visitor numbers in 2024 are concentrated in intermediate ranges: most wineries receive between 500 and 2,000 visitors annually; over half fall between 500 and 5,000 guests per year; only a small minority exceed 5,000 visitors. The majority of visitors are Italian (55%), while foreigners account for 32%. Local residents make up 7%, and trade guests represent 4%. The share of foreign visitors is lower than averages reported for Europe and overseas markets.

Seasonality plays a significant role: 68% of visits occur between spring and summer. Autumn accounts for 22%, while winter sees just 11% of visits. Compared to France—where harvest season brings a spike in attendance—Italian wineries see more even distribution among smaller producers but sharper peaks among larger ones.

Online presence is widespread among Italian wineries and often multilingual. However, digital booking remains limited to a minority; most sales still happen via phone or email, along with online forms or direct contact. Only about one-quarter use digital intermediaries. Facebook and Instagram are the most popular social media channels; TikTok is less common.

Between 2022 and 2024, about 77% of wineries invested in their wine tourism operations—a higher rate than seen in the hotel sector. Half allocate between 6% and 15% of their revenue to these investments, with an average share of about 14.15%. Investment rates are higher in northern Italy and among medium-to-large businesses; smaller companies invest a greater percentage relative to their size.

Looking ahead to the period from 2025 to 2027, about 53% plan new investments in wine tourism; under favorable conditions this could rise to as much as 63%. Wineries that invest show better performance in terms of return on equity (ROE), productivity, and revenue growth between 2019 and 2024.

The analysis identifies four types of businesses: most are either conservative local operators or traditional international players; “evolutionary investors” are described as the most dynamic group in terms of growth.

On governance issues, coordination at the territorial level remains fragmented. Consortia are among the most frequently mentioned actors, followed by regional tourism offices and food districts; Wine Roads associations and the Wine Tourism Movement have less presence. About 62% of wineries say they would be willing to contribute financially—between €100 and €300 per year—to a public-private consortium for territorial marketing.

Key priorities identified by respondents include improving accessibility and transportation links, simplifying bureaucracy, integrated promotion efforts, and formal recognition for hospitality managers within the sector.