Italian reds above $50 have therefore held up better than their French and American competitors, thanks to the strength of the brands and the attractiveness of the territory, accentuated by the direct experience of American tourists in Italy.
Wine tourism: a strategy against the decline in consumption Wine tourism has emerged as a key solution to respond to the decline in consumption, as discussed at the International Conference on Wine Tourism in Verona. Wine is key to attracting tourists, positioning itself among the main experiences sought by travellers, especially for its connections with Italian cultural and landscape heritage. New trends in wine tourism concern diversified and sustainable experiences, with a focus on authenticity and integration with other Italian excellences such as design and fashion.
New consumer needs: health and sustainability Interest in environmental and social sustainability is growing among wine tourists, who seek authenticity and promote aggregation. The relationship between wine and health, the valorization of inland areas and attention to a sustainable lifestyle are central themes. Young people of Generation Z, less affine to wine, are sensitive to these values, offering an engagement opportunity for Italian wineries.
International promotion and the future of Italian wine Vinitaly confirms its leading role in the promotion of Italian wine, with growing attention to international markets and communication that highlights wine as an integral part of the Italian lifestyle. The next event is scheduled for October 2025 in Bordeaux, where the industry will once again discuss the challenges and future opportunities of the global wine sector.
