A formula based on slow, sustainable and immersive tourism in the territory. Thus food and wine tourism conquers more and more admirers. This year just over half of Italians will opt for this formula against 45% in 2019 and 21% in 2016. “It is growing steadily and in 2021 the food and wine element guides the choice of travel including at least one overnight stay in 55 % of cases – explains Roberta Garibaldi, editor of the report on this holiday formula -. In 2020, the consequences of the pandemic are weighing, which reduced the number of experiences enjoyed, on average by 27% compared to 2019, and the spending power. However, the data shows a growing attention to the issue and a new profile of the tourist ». As regards the budget, due to the economic crisis there are opposite behaviors. “About half of Italian travelers for food and wine experiences will have an unchanged budget compared to 2019, 18% slightly lower and another 15% much lower. Only 21% declare greater spending possibilities in the coming months ».
The pandemic has also reshuffled the offer and the seaside resorts have become the gateway to participate in memorable food and wine experiences in the hinterland (53% of food and wine tourists), in front of the cities of art and mountain destinations. The desire to live in the open air pushes tourists to search for accommodation such as farmhouses (86% intend to stay there) and country relais (59%), with a search for innovative solutions, among which food-themed hotels stand out -wine (56%), glamping (29%) and tree houses (32%). In the choice of hotels, the presence of an offer that enhances typical local foods appears increasingly decisive and 80% of the interviewees expect a breakfast based on local products. We are no longer satisfied with the canonical tour of the cellar, among barrels, silos and the bottling plant because the tourist aims to become the protagonist of the activity, perhaps by participating in the daily activities of the farm. It is an indirect consequence of the long months of the lockdown that push even more towards outdoor activities. It is no coincidence that two thirds of the sample, the report continues, says they are ready to attend courses and workshops offered on the farms and would like to participate in sports activities. Yoga, trekking, cycling are the other elements that guide the choice. Among the most popular destinations is Sicily, followed by Emilia-Romagna, Campania, Puglia and Tuscany. As for foreign countries, Spain conquers the podium followed by France and Greece. Then there is a chase between capitals: Paris is the recognized mecca of food and wine followed by Barcelona and Madrid.
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