Italy Registers 12% Surge in Food and Wine Tourism Activities in 2025

In 2025, Italy saw a notable increase in food and wine tourism activities, according to the “Rapporto Turismo Dop” 2026, the second edition of the annual report by Fondazione Qualivita with Origin Italia and support from the Ministry of Agriculture. The report, based on 2025 data, recorded 667 enogastronomic tourism activities across the country, up by 73 from 2024, marking a 12% rise. Events such as festivals, tastings, cultural gatherings, and sports appointments reached 292 in total, showing an even sharper growth of 26% compared to the previous year. Among these were 60 first-time events, reflecting renewed energy and innovation within the system of protected designation of origin (Dop) and protected geographical indication (Igp) products.

This growth is closely linked to the recognition of Italian cuisine as UNESCO heritage. Dop and Igp products are no longer seen as just ingredients but as cultural and economic pillars. The expansion is widespread: 16 out of Italy’s 20 regions reported more activities than before. Veneto, Tuscany, Emilia-Romagna, Lombardy, and Piedmont remain at the top for regional performance. These regions benefit from strong production chains, established tourist appeal, and well-structured consortia that play an active role in local governance.

The report highlights how the sector has responded quickly to new European regulations. The EU Regulation 2024/1143 included tourism management among the responsibilities of Dop and Igp consortia. This change has encouraged more actors to participate and has increased public interest and institutional attention. In 2025 alone, nearly 500 local organizations and associations took part in Dop tourism activities alongside 367 consortia.

A new feature in this year’s report is a survey of “Turisti Dop,” or visitors who participate in these experiences. The findings show that 76% recognize consortia as guarantors of product authenticity at events. Tastings are the main reason for attendance for 63% of visitors. The educational impact is also significant: 64% say they gained a better understanding of product characteristics, 54% learned about production methods, and 53% about local history and culture.

Media coverage has grown as well. In 2025, there were over 700 mentions of “Turismo Dop” in print and online media. The term was also added to the Treccani dictionary as one of the most representative new words reflecting societal changes. Major operators have responded by launching new initiatives in this sector, such as “Vinitaly Tourism,” an international event held in Verona that will return to Veronafiere from April 12 to April 15, 2026.

Academic research on Dop and Igp food tourism is also expanding. In 2025, researchers mapped out 24 studies—up from 17 in 2024—covering topics like marketing, territorial development, sustainability, and cultural heritage promotion. Legislative attention is increasing too: the report notes a total of 116 legislative acts at European, national, and regional levels related to this sector.

Mauro Rosati, director of Fondazione Qualivita, described the sector as evolving but already showing widespread vitality across Italian territories. He emphasized the emergence of networks built on connections and collaborations among diverse actors. According to Rosati, almost 500 local entities were involved in Dop tourism activities in 2025 along with hundreds of consortia now tasked with new functions under EU rules. He pointed out that these developments are fostering active communities where public and private stakeholders learn to cooperate for mutual benefit in promotion, protection, and local development.

Cesare Baldrighi, president of Origin Italia, noted that consortia are taking on a central role in developing Dop tourism by coordinating different actors to ensure credible and high-quality initiatives. He highlighted that three out of four visitors see consortia as guarantors of authentic experiences—a key indicator of progress. Baldrighi also recognized the growing commitment from institutions at all levels in shaping policies and tools to support this expanding sector.