HARNESSING THE POTENTIAL OF WINE TOURISM FOR WINERIES

Every year, Italy welcomes approximately 14 million wine tourism visitors, contributing significantly to a thriving industry with a turnover exceeding 2.5 billion euros. Notably, wine tourism is a popular offering among Italian wineries, and recent studies have revealed that a remarkable 92% of them engage in this practice, primarily through visits, tastings (94%), and direct sales (96%).

For wineries with a turnover of less than 10 million euros, cellar hospitality represents a substantial portion, accounting for around 12% to 14% of their total turnover. Even larger wineries benefit, albeit to a slightly lesser extent, as cellar hospitality still contributes around 6% of their overall revenue.

Opening the doors of a winery and embracing cellar hospitality holds great significance. It not only allows for direct engagement with consumers but also creates opportunities to forge connections between winemakers and wine enthusiasts while establishing a brand reputation.

Furthermore, with a fully operational direct sales activity, it is possible for wineries to generate approximately double the margin obtained using intermediaries.

So, how can wineries leverage the opportunities offered by hospitality to attract a new generation of wine tourists – young individuals who are curious and have high expectations?

It starts with investing in the creation of experiential spaces and crafting a compelling narrative around your products. Paying attention to sustainability issues and actively working on them not only adds value but also resonates with the environmentally conscious mindset of these young consumers. Additionally, effectively communicating valuable content through the appropriate channels becomes crucial in capturing their attention and engagement.

These are the fundamental elements to kick-start and develop, all rooted in the winery’s positioning, which serves as a guiding principle for every activity.