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May 22

Enogastronomic Tourism protagonist: it attracts more and more Italians and foreigners

Food and wine tourism is tourism that aims to discover the food and wine of a specific area. This is a phenomenon on the rise in recent years, as shown by the data fromWorld Tourism Organization (UNWTO), which tell us about 20 million trips organized in Europe in order to discover the food and wine of the different territories. Food and wine tourism has now also taken hold in Italy, a land of delicacies that are unique in the world.

Food and wine tourism: a growing phenomenon in Italy

In the fourth edition of the Report on Italian Food and Wine Tourism 2021, presented to the Senate of the Republic in the autumn, important data emerged on the phenomenon with regard to Italy. In particular, as pointed out by the editor of the report, Roberta Garibaldi, in recent years there has been a strong growth of this type of tourism in our country. Compared to 21% of respondents who had made a food and wine trip in 2016, the percentage rose to 30% in 2018, 45% in 2019 and 55% in 2021.

Despite the two years of crisis in the sector due to the pandemic, statistics show that Italians travel more and more to experience food and wine experiences. To corroborate the data there are also the researches of the World Food Travel Association, which indicate that about 92% of tourists in the last two years have participated in food and beverage activities. In total, around 21% of travelers had gastronomic activities as their main motivation for their trip.
In addition, 58% of people consider food and wine a more important factor than the travels of a few years ago, while 69% believe food and wine as a stimulus to visit certain places. 75% are inclined to return to the place visited again, while 81% recommend it to others. Among the favorite activities of tourists are guided visits to farms, visits to typical restaurants or even access to festivals and events dedicated to food.

The phenomenon is also fueled by a new food culture, which has established itself in recent years thanks to the comeback of television programs or social and web pages dedicated to cooking. Food is increasingly seen as a fundamental factor for conviviality and also a way to have fun with your friends or family. This is demonstrated for example by i “foodies”, that is the people who collect gastronomic experiences. In Italy there are 10 million foodies, while in the USA there are 44 million.

Food and wine tourism abroad

The phenomenon of turismo food and wine is also spreading to other parts of the world. In Europe for example Spain is ranked first among the best destinations, followed by France and Greece. On the other hand, among the cities, Paris comes first, followed by the Spanish metropolises of Barcelona and Madrid.

The increase in attention to healthy foods

Alongside the growth in the phenomenon of food and wine tourism, in recent years there has also been an increase in attention to healthy food. On the other hand, this trend is being inserted into a broader context of care for one's body and health, which is based not only on a more active lifestyle, but also and above all on a correct food culture. Food is increasingly chosen on the basis of its characteristics and its benefits for the body and mind.

According to the data that emerged during Bio Revolution 2021, in Italy the consumption of organic food increased by 5% compared to 2020, for a total of € 4.6 billion. The Censis data from a few years ago, on the other hand, underline how the search for product quality is a fundamental element for 87% of Italians. But the greater attention to healthy foods is also closely linked to the growing sensitivity towards the environmental issue. In fact, the consumption of healthier foods also entails great advantages in terms of impact on nature and represents a sign of the introjection by consumers of the green question.