VERONA (ITALPRESS) – UniCredit and Nomisma Wine Monitor presented today, at the workshop “Enoturismo: opportunity of development for enterprises and territories”, the first report on the wine tourism market, realized in partnership with Vinitaly and with the collaboration of the National Wine City Association, on a sample of 300 wineries and 13 Consortiums of Protection distributed throughout the national territory. Research certifies the strategic role of wine tourism for the Italian wine sector. In 2025, the sector generated over 3 billion euros of value for wineries, contributing on average to 21% of the turnover of wineries. The overall trend is firmly oriented to growth: both flows and turnover show positive dynamics, driven in particular by the most structured companies, able to intercept segments of visitors willing to invest in more articulated, immersive and personalized experiences, compared to the consolidated offer consisting of visiting the winery, tasting and direct sales. The public is mainly Italian (58%), formed primarily by couples and families (51%) and non-expert consumers (58%), however, the international presence is growing.
Although only a small share of wineries does not yet have food and wine activities, insufficient territorial infrastructure, authoritative complexity, lack of incentives and shortage of specialized staff continue to represent significant barriers to allow the sector to make a further qualitative leap. Ecotourism is therefore a driver of value creation at a critical time for wineries, which are facing the negative impacts of global geopolitical tensions on exports and domestic consumption, as evidenced by the results of the fourth “Report on the competitiveness of wine regions” Nomisma Wine Monitor-UniCredit (see notes for details). A round table with Francesca Tinazzi (AD, Cantine Tinazzi), Mariangela Cambria (President Assovini Sicilia and exponent Casa Vinicola Cottanera), Dominga Cotarella (AD, Famiglia Cotarella), Mamete Prevostini (AD Cantina Mamete Prevostini) and Serena Marrone (AD, Azienda Agricola Gian Piero Marrone), moderated by Francesco Mario Iannella, Regional Manager Together they traced strategies to better cross the current geopolitical and economic context in continuous evolution, as well as changes in wine consumption.
Remo Taricani, Deputy Head of Italy of UniCredit, then drew the conclusions of the discussion in the closing speech of the works. “The wine sector and tourism are a key pillar for the competitiveness of the country, especially in a phase marked by climate and geopolitical challenges that require strategic vision and targeted interventions,” he said. “With our Agribusiness structure and the renewed offer “One4Wine”, UniCredit supports the companies of the sector through solutions dedicated to investments, innovation and sustainability. In 2025 we paid more than 300 million euros of new credits to the supply chain, up by more than 35% compared to the previous year, confirming us as a reliable partner for producers and territories. We also look closely at the development of ecotourism, a lever of value and identity capable of generating widespread growth and strengthening the link between enterprises and local communities.”.
“Enotourism is not a “piano B”, but a competitive strategy with many advantages, both for wineries and for the territories: it disintermediates sales guaranteeing greater profitability to businesses; it transforms each visitor – who no longer buys only a bottle of wine, but an experience – in an ambassador of the brand in the world; but, above all, protects the landscape and guarantees a future to rural communities, making the winery the pin of a wider tourist ecosystem – said Denis Pantini, Head of Agrifood and Wine Monitor of Nomisma -. In this sense, tourism is no longer perceived only as an accessory activity of promotion of wine, but a lever of territorial valorisation strictly connected to the identity of the name”.
– photos of repertoire IPA Agency –
(ITALPRESS).
